Professional services firms are adopting a more sophisticated approach to branding, with a shift away from the more formal, corporate aesthetics in favour of fresh, consumer-friendly design styles, says James Packer.
Inspired by consumer brand trends, companies are embracing contemporary typefaces and more relatable language. Colourful designs, ample white space, and a humanistic tone now define brand identities, slowly leaving behind the reserved, jargon-heavy approach of the past. The new norm is friendly, approachable language that avoids technical terms.
In the traditionally conservative accountancy and legal sectors, where firms usually carry the names of their founders, branding has taken a modern turn. While logotypes still dominate, typography has become less formal and more contemporary. Symbols, though still rare, are minimalist and well-crafted as seen with EY and Pinsent Masons.
Shorter names, stronger brands
Following the lead of Deloitte and PwC, many firms are simplifying their names. Saul Ewing Arnstein & Lehr is now just Saul Ewing and Saffery Champness has streamlined to Saffery. Similarly, Quarles & Brady rebranded to Quarles. A standout example is Tilney Smith & Williamson, which rebranded in 2022 as Evelyn Partners (‘Evelyn,’ derived from the 1893 London address of a founder, and ‘Partners,’ reflected its core value of collaboration).
These shorter names are not only easier to remember, they are also what works in today’s digital world where legibility at small scale is what matters.
Moving beyond cliché imagery
A major and welcome shift in the branding of legal and accountancy firms is the move away from cliché corporate cityscapes. Instead of showcasing skyscrapers, people in meetings and the dreaded handshake, firms are now adopting more abstract digital and natural images. Firms like Clifford Chance and KPMG exemplify this trend with dynamic, modern visuals that diverge from traditional tropes.
This shift appears to be driven by two factors. Firstly, the post-COVID hybrid work model has made office imagery less relevant, prompting a move towards more versatile and engaging visuals. Secondly, there is a new focus on demonstrating ESG credentials, with firms choosing imagery to underscore their sustainability and social responsibility commitments.
The problem is that with everyone swimming to the same corner of the visual pool, it harder to stand out. This trend is therefore resulting in a rather homogenised look. Where will brands go next to find differentiation?
Caught in a colour rut
One trend that hasn’t changed is the use of serious colour. ‘Owning’ a colour is one of the most powerful ways to differentiate, but the professional services industry appears stuck here, choosing safe blues, reds, dark greens and deep purples. Linklaters with its pink logotype is perhaps the only firm to have bravely bucked the colour trend over the years. It is perhaps a symptom of an industry where everyone in it identifies so strongly with their profession, that they find it hard to break the norm. The sober choice of colours is driven by a desire to maintain a sense of professionalism, trustworthiness and reliability.
Two notable exceptions are Shoosmiths and Freshfields who have both recently been through a rebrand and opted for black and white logotypes. Is this the start of a new reductive wave of branding?
Looking ahead
The professional services sector is definitely entering a new level of maturity when it comes to branding. We can anticipate that as more firms start to push the boundaries of convention, others will follow. For a sector that still cherishes the written word, it feels like more adventurous use of type and tone of voice is an unexploited seam.
James Packer is co-founder and creative director of Industry, a specialist brand and business consultancy focused on the corporate, financial and professional services markets.