Progressive in spirit
Arthur Cox, a leading global Irish law firm with a strong reputation for innovation, is coming up to its 100 year anniversary.
We were asked to create a new brand positioning and evolve its identity to reflect this, as well as a new website design.
Open, progressive and inclusive
Through in-depth consultation and partnership, we 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.
Balancing History and modernity
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.
Classic with a twist
The result is an identity that is classic, with a twist of creative flair, that matches Arthur Cox’s forward-think- ing attitude, entrepreneurial spirit and inclusive environment.
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. Rachel Hussey Partner