Biglaw

Biglaw Firm Boots Merger Partner Off Its New Branding

Check out the new brand, same as the old brand. 

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Just one year after the merger between Arnold & Porter and Kaye Scholer become official, the firm is rebranding itself… again. The two firms came together to become Arnold & Porter Kaye Scholer (super original, right?), but the latest branding for the firm lops off all mention of Kaye Scholer.

As noted by Law.com, the firm’s logo, website, and email addresses have all changed to only refer to Arnold & Porter. APKS.com now directs users to arnoldporter.com, firm email address have similarly been changed from the shorter @apks.com to @arnoldporter.com, and the firm’s logo went from this:

to this:

I guess the extra ~300 lawyers and $300 million in revenue Arnold & Porter brought to the merger table still counts for something.

As a firm representative notes, the legal name of the firm remains unchanged, it is only how they are known that is getting the rebrand:

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“The full legal name of the firm continues to be Arnold & Porter Kaye Scholer LLP,” the representative said. “The trend in the legal industry over the last 10 years has been toward shorter trade names.”

So Kaye Scholer, established 100 years ago in 1917, will still get recognition — it’ll just be buried in the boilerplate at the bottom of the firm’s website now.

headshotKathryn Rubino is an editor at Above the Law. AtL tipsters are the best, so please connect with her. Feel free to email her with any tips, questions, or comments and follow her on Twitter (@Kathryn1).

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