Following a path trod by some of its Am Law 100 peers, Mintz, Levin, Cohn, Ferris, Glovsky and Popeo has announced a revamp of its branding—complete with a new “M” logo, a different color scheme and the dropping of all the names that follow Mintz.

On Monday, the firm announced the launch of a new website, mintz.com, as part of a broader rebranding meant to highlight collaboration with its clients. Among other changes, the firm now has a new “M” logo, a green and teal color scheme and a single-word name: Mintz.

With its updated branding, Mintz joins a growing group of firms that have slimmed down their names to help bolster their marketing efforts. Cooley, for one, shortened its name in 2010 from Cooley Godward Kronish, while Wilmer Cutler Pickering Hale and Dorr markets itself as WilmerHale. More recently, Goodwin Procter revamped its branding and website in 2016 with the shortened name, Goodwin, and Boston-based Nutter McClennen & Fish slimmed down to Nutter.

With the exception of Cooley, the shortened names have not extended to the firms’ actual, legal names. Mintz is in that same position, with the shorter marketing name but with its full name still Mintz, Levin, Cohn, Ferris, Glovsky and Popeo. The difference, according to Mintz chief marketing officer Amy Fowler, stems from “boldness and the directness” of using a one-word name for marketing while, at the same time, keeping the longer legal name as a nod to the firm’s history.

“That’s recognition and respect for our legacy and where we’ve come from,” Fowler said.

While still recognizing tradition, Mintz decided to update the look and feel of its website, logo and branding in part to signify the firm’s success in recent years, according to Fowler, who noted the firm’s record revenues in each of the past few years. Mintz worked on the rebrand with Genuine, a digital marketing agency that counted this as its first time working with a law firm on this kind of project. Among other areas, Genuine advised on the website redesign and guided Mintz toward a new logo design and color pallet.

The new color scheme, with its green tones, is one way of reflecting the firm’s growth, said Fowler. And the new “M” logo, which features different shades of green coming together at a darker point in the center, was meant to reflect a spirit of collaboration within the firm and with its clients.

“Being on this upward trajectory,” Fowler said, “we thought it was time to update our public image to reflect where we are going.”

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