Bird & Bird


Bird & Bird is an international law firm focused on digital transformation and technology which has a strong heritage in IP. They approached Dragon Rouge and tasked us with developing a new digital first identity system to better reflect their expertise.

A strong strategic foundation for the visual identity and implementation were required, and we used the brand personality traits – curious, bright, practical, likeable - as a basis for all design thinking.

Staying relevant and connected

The theme of ‘curious connections’ is a link throughout the brand identity and is expressed at all times in the iconic ampersand. The simplicity of the ampersand is always present with the added vitality of the ‘curiosity line’ which extends from it in a variety of ways. Weaving into and reacting with images, linking copy or adding a distinctive graphic to communications.

Creating a flexible system

The goal was to create an identity system that not only added a new coherence and vibrancy to the brand, but allowed for more flexibility and enabled them to stand out for their fresh thinking.


Highly coloured and composed imagery, allows natural space for content and shows how the firm is connected to the modern world, in such a variety of ways. This vibrancy is also demonstrated in the vivid colour palette that has been introduced and ensures the expression is bright, differentiated from the sector and varied across the comms.



We collaborated closely with Bird & Bird’s in-house team in design development, support in preparing for both launch and the ongoing implementation. We took the time to really understand both their needs and the strength, and recognisability, of existing brand assets in building the new look and feel – but didn’t miss the opportunity to create something distinctive and exciting for future use.

“We needed a fresh new look to support our revised brand strategy and Dragon Rouge delivered something exceptional. They came to the table ready to understand and accept some difficult parameters and used creativity and some serious brand and design expertise to help us see a path through. At every step they pushed us to think in a bigger more expansive way, but what was absolutely critical was that they never let go of the detail. Our new visual style is built on some very strong foundations, which is vital as we are a highly complex business, so the visual style really needs to be able to stretch and flex. Without the strategic grounding that Becky and her team brought, we might have ended up with something superficial and fragile. Instead, we have a robust design logic and a beautiful brand style which we are all very proud of.” Hayley Brooksbank Head of Marketing and Communications, Bird & Bird