Overview
CHICAGO – McDermott Will & Emery (McDermott) unveiled an updated brand featuring a clear, client-first vision and modern visual system. The brand incorporates the best of the Firm’s storied history while reflecting the passionate, personable and future-focused approach that is the hallmark of its people.
Brand Strategy
“We do groundbreaking work while living our core values every day,” said Ira Coleman, McDermott Chairman. “And when it comes to our values, clients are front and center. We know we win when we put their interests ahead of our own.”
“That’s why we wanted to ensure that our vision squarely aligned our success with the success of our clients,” he said. “This was always implicit, but now it’s clearly articulated for prospective clients and top talent looking for a progressive, innovative and supportive firm—one that brings both personal passion and legal prowess to bear in every matter.”
McDermott’s commitment to positive client outcomes and the people it takes to achieve them is evident in the Firm’s new vision:
To propel the success of the world’s most respected, dynamic and important organizations.
Together we fuel missions, knock down barriers and shape markets.
Pride and determination abound here because every member of our team is respected, supported and inspired to exceed.
“It’s the stellar caliber of our people that make our aspirations achievable,” Coleman added. “It’s why our culture and the quality of our people feature prominently in our vision.”
“From a strategic standpoint we really looked at this as a refresh—a way to reinforce the best of our culture and our history—while highlighting the Firm’s evolution and focus on the future,” said Leslie Tullio, Chief Marketing & Communications Officer, McDermott.
The name McDermott Will & Emery holds weight in the market and represents the history and tradition that has made it the leading law firm it is today. While most firms are shortening their names, McDermott decided to continue using its full name because in the minds of legal service buyers it suggests sophistication, intelligence and trust—all associations the Firm wanted to preserve.
“We know we’re bucking the trend by keeping our full Firm name,” Tullio added. “But our research suggested that we’ve built such strong equity in it that it was an easy choice. That said, we know our friends call us ‘McDermott’ and we embrace that.”
Visual Identity
In addition to its updated vision and values, McDermott has introduced a new visual identity, which is anchored by an “M” symbol that, like McDermott, is modern and interesting while remaining accessible. The elements of the symbol represent the components that form the foundation of a truly global Firm: diverse practices, geographies and industries. The outer circle brings those elements together, signifying the Firm’s shared commitment to seamless client service and to supporting one another.
A new color palette moves away from the Firm’s traditional blue and gray to “McDermott Green.” This primary hue is teamed with charcoal and other vibrant colors to create slightly unexpected pairings that represent the Firm’s creative nature and innovative instincts.
McDermott’s new look and feel will be reflected across a variety of channels and most notably in its updated website at www.mwe.com.
About McDermott Will & Emery
McDermott Will & Emery partners with leaders around the world to fuel missions, knock down barriers and shape markets. With 20 locations on three continents, our team works seamlessly across practices, industries and geographies to deliver highly effective—and often unexpected—solutions that propel success. More than 1,100 lawyers strong, we bring our personal passion and legal prowess to bear in every matter for our clients and the people they serve.
