Clifford Chance Is Reaffirming Its Global Brand Without Losing Its Edge

Tom Borman, Lawfuel contributing editor

In a move that signals both confidence and clarity, Clifford Chance has launched a refreshed brand identity, an update designed to reflect its evolving role as not just a legal advisor, but a strategic partner to its clients.

The new branding introduces a streamlined visual identity, including a modernised logo and refined digital presence. But behind the typography and palette lies a reassertion of the firm’s global proposition and a sharpened articulation of what clients value most.

“Creating advantage for our clients drives everything we do,” said Charles Adams, Global Managing Partner (pictured). “We’re here to bring them innovative solutions to unlock opportunities and achieve outcomes that help them move faster and with greater confidence.”

“We’re not changing the legacy that defines who we are—premium quality, multi-product, and a deeply connected global team—we are reaffirming it,” Adams added.

Thie brand repositioning comes at a time when leading law firms are increasingly rethinking how they communicate differentiation in saturated global markets. Clifford Chance’s move is aligned with recent shifts in the sector, where firms like Allen & Overy and White & Case have also invested heavily in brand strategy as a competitive lever while Baker McKenzie regularly take out the ‘best brand’ in law recognition.

A growing body of research supports the trend in the increasingly competitive legal market. According to a 2022 Legal Brand Index by Acritas (now part of Thomson Reuters), clients increasingly seek firms that not only deliver technical excellence but also offer consistent brand experiences across markets.

Firms with clearly defined positioning outperform peers in client loyalty and revenue growth.

In this context, Clifford Chance’s new identity feels less cosmetic, more strategic. The brand’s visual evolution is matched by a renewed narrative, in this case “creating advantage”, which is designed to caputre the forward-facing posture and premium client ethos. Frankly, firms are going to say they’re looking backwards, or not ‘creating advantage’, but such is the world of law firm branding where succinct messaging and clarity are the order of the day.

The Clifford Chance move also reflects the rise of brand as an asset in global legal operations. Branding certainly remains important, as LawFuel’s analysis on why law firm branding matters more than ever in 2025, as Freshfields did recently. The fact is that firms that actively shape their brand positioning are better equipped to handle cross-border competition, attract top-tier talent, and signal authority in key markets.

Notably, Clifford Chance’s rollout comes with a unified communications push across its offices in London, New York, Asia Pacific, and Europe.

The strategy appears tightly orchestrated by the firm’s expansive global communications team, from Pia Pialorsi in London to Danielle Shaw in Sydney and Michael Jalili in New York. This level of integration aligns with what branding experts have described as a “360-degree brand architecture”—a discipline increasingly embraced by elite firms.

The brand language also avoids the generic. It doesn’t speak of “revolutions” or “disruption,” but of clarity, capability, and competitive advantage. In a market where law firms can sound interchangeable, this directness cuts through.

It’s a playbook that draws subtle lessons from major brand narratives across professional services: lead with value, simplify the message, and never lose the weight of legacy.

Clifford Chance hasn’t reinvented itself, it’s simply made the picture clearer. Just as most law firm want to do.