Biglaw

Biglaw Firm Shakes Things Up With New Name, Font, And Office

Biglaw firm has fun with fonts.

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New Milbank logo

Biglaw firms have a reputation for being resistant to change. By their nature, lawyers tend to be risk adverse, and changes — especially big ones — are just loaded with risks. But when the powers that be at Milbank decided to shake things up, they really went for it.

The Biglaw firm that kicked off the 2018 summer raises has changed its name — from Milbank, Tweed, Hadley & McCloy to just Milbank LLP, its logo — from a chunky red font to a more elegant design complete with serifs, and its location — from the downtown Wall Street area to the trendy Hudson Yards. Phew, that’s a lot all at once — nothing like ripping the change bandaid off!

Old Milbank logo

The two partners that helped to shepherd the firm through the rebranding process are Christopher Gaspar and Paul Denaro. They told Above the Law the rebranding effort is designed to create a more modern feel that the entire international firm can get behind. The move to ditch Tweed, Hadley & McCloy from the name of the firm was approved unanimously, and will help get the firm united under a single name — no errant MTHMs or Milbank Tweeds anymore.

Denaro told me it was a long process to make the rebranding change, and it was timed to synchronize with the firm’s move away from their downtown Wall Street location such that the move was both “symbolic and physical.” Though the firm maintains a strong financial institution practice, Denaro said the firm has “grown dramatically and moved away from our Wall Street roots.” The rebranding helps the firm “shed the past” and so a new name, new logo, new marketing materials, new business cards, new website, new… everything was pushed out all at once across the entire global firm.

Gaspar said the new logo is “elegant, and meant to be modern” in order to reflect that Milbank is a “modern firm but still not walk away from the 153-year heritage and history.” Gaspar also emphasized the branding change extended beyond the New York office. Milbank is a global firm and the change to the firm’s “visual identity” was made across the board.

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Best of luck to the firm and its shiny new look. And best of luck to Milbank employees trying to catch the 7 train.

headshotKathryn Rubino is a Senior Editor at Above the Law, and host of The Jabot podcast. 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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