Sutherland. That is the new name of the firm formerly known as Sutherland Asbill & Brennan.
The firm dropped its other two names this week as part of a rebranding project that includes a new Web site, Sutherland.com, and a more contemporary look.
Joining a number of other law firms that have shortened their names in recent years, Sutherland Asbill & Brennan is now going by the one-word name Sutherland for everyday usage, as part of a rebranding project that also includes a new logo and updated Web site. One change that didn't make the grade: a large capital "S" as an icon to anchor the firm's new logo. The firm's marketing director says committee members decided it was "too close to Superman."
May 16, 2008 at 12:00 AM
1 minute read
The original version of this story was published on Law.Com
Sutherland. That is the new name of the firm formerly known as Sutherland Asbill & Brennan.
The firm dropped its other two names this week as part of a rebranding project that includes a new Web site, Sutherland.com, and a more contemporary look.
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