Thelen Launches New Logo For Branding – Law Firm Marketing

October 15, 2007— LAWFUEL – The Law Newswire – Thelen Reid Brown Raysman & Steiner LLP, an international law firm with approximately 600 attorneys in nine key markets, announced today that the firm will now be known simply as “Thelen” for branding purposes.

Although the legal name of the firm will remain the same, moving to a shorter brand name creates an identity that is more recognizable and memorable in the marketplace. To support this re-branding effort, Thelen has launched a new logo that will be incorporated in all firm materials, including business cards, letterhead, and a new Web site.

“The name Thelen has the advantage of being simple but distinctive, which will make it easier for the legal market to associate our messages with our firm,” Thelen Co-Chairman Stephen V. O’Neal said. “The market is already shortening our name in most media communications. We think it is important to lead that effort in a way that connects the firm’s key messages about our unique strengths and capabilities to our identity and brand.”

Co-Chairman Julian S. Millstein added: “We are confident the new brand will support the long-term goals of the firm, which include building on the history and strengths of the firms that joined together last year to form Thelen.”

Millstein also noted that the first goal of the firm’s re-branding campaign will be to teach people how to properly pronounce the name with a long “e” in the first syllable. As part of that effort, the firm recently participated in the Breast Cancer Fund’s “Bike Against the Odds” ride in the Bay Area under the banner “Wheelin’ with Thelen.” Along with raising more than $10,000 for a good cause, the ride provided the firm with its first opportunity to publicly display the new brand.

Thelen was created by the 2006 merger of Brown Raysman Millstein Felder & Steiner LLP and Thelen Reid & Priest LLP.

Both Co-Chairs added that, although the brand will change, the firm’s dedication to client service, especially in its core areas of Construction; Corporate/Finance; Technology, Media, and Communications; Energy; and Complex Litigation, will continue at the highest levels.

“Our predecessor firms both have rich histories and have served clients in building the world’s digital and physical infrastructure,” said Managing Partner of Operations Thomas E. Hill. “It is important that our visual identity represent these strengths.”

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