New identity for law firm

While branding professional services such as the legal profession is not new, says LBI CEO Warren Beech, the increasing importance of brand identity as a mechanism of individualising services within the legal profession cannot be underestimated. The possible criticism that the legal profession is conservative can be avoided through appropriate branding which individualises a firm, while at the same time, acknowledging and respecting the ethics by which legal practitioners are bound.

LBI's new brand is not intended to change the character of LBI as one of South Africa's top tier law firms but to provide a more easily recognisable identity delivering a contemporary feel to the legal profession.

“Not only does the new brand identity distinctly communicate where the firm is at on its own path, it reflects the importance of our people, our culture and our way forward,” opines Beech.

Beech says that the launch of the firm's new identity encapsulates the firm's dedication and commitment to respond to the ever-changing needs of its clients. “LBI celebrates its first decade this year and our new identity is the departure point for the implementation of a revitalised approach to serving the needs of our clients.”