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Baker McKenzie in visual identity refresh

Global law firm Baker & McKenzie has undergone a visual identity refresh, dropping the ampersand from its name. The firm now trades as Baker McKenzie. The legal practice was assisted with the refresh by the New York-based branding agency, SS+K. SS+K is part of M&C Saatchi Worldwide.

The move comes shortly after Baker McKenzie was named as the strongest global law firm brand for the seventh year running. The allocate was given to Baker McKenzie by Acritas, the international market analytic, research and advisory company. The latest Acritas Global Elite Law Firm Brand Index is based on interviews with 1,101 senior legal buyers across the world’s largest multinationals, each of which has revenues in excess of US$ one billion.


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