The Brief:
White & Case unveils a new brand identity built around “The Power of Complexity”.
The rebrand sparks a Reddit pile-on, with comparisons to Law & Order, Bear Stearns and Enron.
White & Case has unveiled its rebrand, ditching its lighter blue background and plain block capitals for a darker palette and a more stylised wordmark.
Complexity sits at the heart of the refresh, with the firm’s new website now leading with the tagline “The Power of Complexity”.
At White & Case, complexity is not a hurdle. It is the force that brings our edge.
But not everyone’s a fan, and critics were quick to take to Reddit.
A thread on r/uklaw titled “I HATE WHITE & CASE REBRAND” racked up comments, with the original poster calling it the “[d]owngrade of the century”.
Most of the hate landed on the retro feel:
“Looks like something out of the 1980s”
“Reminds me of an 80’s sleazy investment bank”
“White & Case - Special Victims Unit”
Users posted the Bear Stearns, Enron and Law & Order logos for comparison.
Others pointed to a broader pattern: “The law firm trend of rebranding to a far worse brand must be studied.”
Source: White & Case