Read our new manifesto

Explore our new sections and topics

14 - 18 June

Media and Tech

Creative Trends

Process & Production

Ideas and inspiration

Freshfields Bruckhaus Deringer to rebrand ahead of Olympics

Magic circle firm Freshfields Bruckhaus Deringer is revamps its brand and logo ahead of the London 2010 Olympic games.

The company will now be known as Freshfields on third party websites, such as the Olympics website.

The name of the company was created following the merger of London-based Freshfields with German firms Deringer Tessin Herrmann & Sedemund and Bruckhaus Westrick Heller Löber.

Elizabeth Chambers, Chief marketing and business development officer, said to The Lawyer: “There’s no question that the firm will continue to be known as Freshfields Bruckhaus Deringer.

“However, there will be ­limited and specific applications where the shortened form of ’Freshfields’ will be used to improve legibility and impact, most typically in digital media where our logo often has to be decreased in font size to accommodate its length.”