Inspired by the ancients

Abrey says that in its search for a new logo, its advertising agency Geoff was inspired by ancient Greek, Roman and Egyptian cultures where the goddesses of Justice and Truth - Eunomia, Justitia, Ma'at- were always represented as winged beings.

"The logo they developed is a graphic representation of a wing, flared as if in flight, to represent the quest for justice. Also, as often happens in the field of design, coincidence reared its head: the wing also resembles a flame which is the symbol of truth."

"With so many firms in the industry, it was imperative that our new corporate identity helped differentiate us from the crowd in the same way our deals, awards and people do. In this age where brand is everything, our strong heritage and proud reputation can only take us so far - we wanted to update our image so it clearly says 'bold, intelligent and compassionate'."

Abrey points out that most law firms use the partner names as their corporate identity.

"This is an understandable approach since by law, law firms are required to be named after the partners and simpler names are not permitted. However, the use of signatures as a logo is rather dour and doesn't bolster brand awareness, nor communicate the brand's values. We believe a symbol or an icon is definitely the right way to go."