Fisher Phillips has unveiled a new logo. (Handout Photo)
National labor and employment firm Fisher & Phillips has ditched the ampersand and rebranded as Fisher Phillips. The Atlanta-based Am Law 200 firm has unveiled a new logo, tagline and website to go with the streamlined name as part of the campaign to update its brand.
“Fisher Phillips is a strong, modern firm that can take on the toughest cases for the most discerning clients. Our brand will now reflect that,” said its chairman, Roger Quillen, in an announcement from the 350-lawyer firm, which represents management in labor and employment law.
The firm’s legal name is still Fisher & Phillips. (The Daily Report’s style is to use firms’ legal names on first reference, not the brand name.)
“We needed a bright, modern and distinctive logo that accurately reflects that we are a muscular, forward-looking law firm. Our logo has been a conservative, blue, serif font for many years. Often it didn’t stand out or represent us well,” Quillen said of the new look. “You can’t claim that you are bold and highly talented but look bland and outdated. The new red logo really pops off the page.”
The firm’s slogan has taken on a new urgency that underscores its management orientation. “Solutions at Work,” is out, in favor of “On the Front Lines of Workplace Law.”
The new website has a dramatic red, white and black color scheme with four rotating pages that similarly communicate a new urgency to employers. “Fisher Phillips” appears in white sans serif block type on each page against a red background, followed by: “When You Have to Draw a Line in the Sand” or “When You Have to Protect Your Bottom Line” or “Because Someone Always Crosses the Line” or “When Everything is on the [Picket] Line.”
A new URL, www.fisherphillips.com, replaces www.laborlawyers.com. The old URL “hearkened back to the days when the firm was focused more on traditional labor law,” the announcement said, and didn’t reflect that it does a lot of work in employment law, including emerging areas such as data privacy and global immigration.
Fisher & Phillips unveiled the changes at its all-lawyer retreat May 20 in Hollywood, California. Other large labor and employment firms have similarly updated their brands in recent years. Ford & Harrison, also based in Atlanta, likewise got rid of its logo’s ampersand, then mashed the two names together, becoming FordHarrison for branding purposes.
The nation’s largest labor and employment firm, while legally still Littler Mendelson, has axed Mendelson from its logo altogether to become just Littler. Jackson Lewis, the second-largest, so far has not rebranded as Jackson.
The third-largest one still uses Ogletree, Deakins, Nash, Smoak & Stewart as its legal name. But it, too, has been streamlining its brand.
“We’re Ogletree Deakins. That’s what our brand is,” said Mary Lou Field, the firm’s public relations manager. “I don’t think there’s anyone that calls us Ogletree, Deakins, Nash, Smoak & Stewart.”