JCP Solicitors Rebrand

Brief

John Collins & Partners LLP approached us in 2010, in need of some help in tackling a problem with the business’s brand identity. The company was in a state of significant change, and the company name John Collins & Partners LLP was no longer an accurate representation of the size or operational structure of the firm. A further issue arising from the company’s name needed addressing: the existing name was being used inconsistently and often incorrectly, both internally and externally, a few examples of the many variations in usage included ‘JCP John Collins & Partners’, ‘John Collins Solicitors and Partners’ and ‘JCP’. This problem was causing obvious confusion and a dissolution in brand unity.

Result

JCP Solicitors' visual identity is now an accurate reflection of the firm’s structure and values and the quality of service the firm prides itself on. The range of communications used by the firm are now easier to coordinate, and with an established design style across the different markets, we’re not reinventing the wheel every time a new information leaflet is required. Each point of contact is clear and consistent, increasing overall brand awareness and recognition and overcoming confusion relating to the firm’s name. Representing each service through a varying colour scheme made a more targeted approach to marketing possible, creating a profile of awareness for each service. Presenting a range of clearly distinguished services communicates JCP Solicitors’ range of expertise and modern outlook. The rebranding process has provided internal clarity, with staff having an increased awareness and understanding of the organisational values and the composite parts of the organisation.

Solution

We created a modernised identity that would not only more accurately reflect the new business structure, but eliminate confusion when referring to the firm. Due to the existing brand awareness and positive brand association, it was important for us to remain sensitively faithful to the existing identity. The modernised shield gives the impression of being formed from pages of a contract whilst also incorporating degrees of transparency - a strong attribute for a modern law firm. The logo mark works when used alongside or independently of the 'JCP Solicitors' logotype, an important consideration as JCP Solicitors’ communications vary in format. The typeface is authoritative yet approachable. The introduction of a complementary colour palette to differentiate between JCP Solicitors' many divisions has made communications clearer within the firm, and externally. Sticking with blue for the primary colour encourages recognition, but we’ve gone with a more modern, yet classic, smoky blue.