Arthur Cox rebrand and website design

Leading Irish global law firm Arthur Cox reveals refreshed brand identity on newly launched website as it celebrates its centenary year.

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Arthur Cox is further strengthening its reputation for innovation by launching a new brand identity and a fully updated website, as part of the celebration of its 100 year history. The law firm partnered with independent global branding and innovation consultancy Dragon Rouge to create a new brand positioning – Progressive in spirit – and evolve its identity to reflect this.

Through in-depth consultation and partnership, Dragon Rouge identified a commitment to creating an open, progressive and inclusive workplace. This, combined with Arthur Cox's unique position – offering traditional corporate legal services alongside expertise in emerging areas such as FinTech, Technology and Data Protection was key to the new brand positioning.

The new identity is sensitive to Arthur Cox’s history whilst introducing contemporary elements that help it stand apart. The logotype was refined, and photography which reflects the life, culture, and pride in the firm's modern headquarters in Dublin was shot by Lee Mawdsley and Cliona O’Flaherty. A bespoke font was created to combine the Celtic influences in a contemporary way. And a graphic canvas frame, based upon the dimensions of St Stephen’s Green in Dublin, where Arthur Cox was based for the majority of its 100 year history was introduced to create a flexible structure for all design. A unique kaleidoscope image treatment demonstrates Arthur Cox’s perspective on an ever-changing world. This treatment introduces motion and ownership to imagery, which is often generic within the sector.

The result is an identity that is classic, with a twist of creative flair, that matches Arthur Cox’s forward-thinking attitude, entrepreneurial spirit and inclusive environment.

Becky King, Creative Director at Dragon Rouge said: “It was a great opportunity working with Arthur Cox to evolve its identity to reflect its progressive outlook and quiet confidence. We really wanted to create an identity that celebrates the diverse, friendly culture at Arthur Cox whilst being agile, timeless and set it apart from those in the sector.”

Rachel Hussey, Partner at Arthur Cox said: “The new identity represents the firm's global mindset and forward-thinking outlook, whilst building on our domestic roots and rich heritage. In our centenary year, we celebrate our past achievements and we look forward to the future. Our new identity will keep the Arthur Cox brand moving forward into the future.”

Dragon Rouge

We’re red-blooded, networked and nimble. We’ve been in business for 35 years and have 8 offices around the world. We’re in Hamburg, London, New York, Paris, Shanghai, Singapore, Sao Paulo and Warsaw. We’re a global tribe of strategists, designers and account managers working on an exciting mix of brands – from sport and fashion to tech and entertainment. And more. We’re as happy holding 4-day design sprints as we are in running research or in board rooms challenging our clients. Our history in consumer research and insight means we’ve developed a sixth sense for building brands that people love.

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