Leading UK law firm Hugh James unveils brand refresh

We have revealed our new brand identity to reflect the ambitious growth of our thriving firm uniquely positioned to fight for the things that matter to individual and business clients across the UK and internationally, while retaining our deep roots in the communities where it all began.

The modern brand refresh reflects the unique challenger mindset that unifies our multidisciplinary expertise across all four points of the compass in England and Wales.  From our Cardiff origins spanning over half a century, to our growing presence in London and Manchester and our offices on England’s South Coast, the refreshed brand articulates our purpose to protect individuals and businesses across a diverse spectrum of sectors and divisions.

Developed by London-based creative agency, Curious, the fresh look and feel is underpinned by our commitment to making a positive impact for people and planet. With insight from extensive employee workshops, we have placed a renewed importance on our values to better reflect our people and the fair and inclusive culture at the heart of the firm.

Our refreshed brand is aligned to our 2022-27 Bigger Bolder Better strategy which has, to date, seen the acquisition of leading firms in Cardiff, Manchester and Chester respectively, all while more than doubling our London footprint to reflect our growth in the City.

Speaking of the brand refresh and working with Curious, Joe Purcell, Director of Business Development and Marketing at Hugh James, commented:

“This is an extremely exciting time for our firm as we continue to strengthen our presence and unite our legal expertise across all four points of the compass in England and Wales, and we need our brand to tell the story of a modern Hugh James while reassuring the market about who we are.

“Curious, our brand agency, has delivered on the extremely complex brief of creating a fresh identity that combines the roots and values of our people across all our UK locations with the excellent legal service we provide to clients across diverse sectors and divisions.

“I’m delighted with the results of the brand refresh which far better reflects our dynamic and progressive firm, the values of people at the heart of it, and our commitment to responsible business practices. I’m confident our new brand identity will resonate with our employees, clients and communities alike, as we continue to grow our business together for the future.”

The brand retains the Hugh James name and signature red, with a refreshed and extended pallet and a refined logo and ‘adaptive’ brand devising a system of shapes to represent the firm’s characteristics – driven, fair, inclusive, protective, robust. The updated website reveals our colourful and engaging employer brand, bringing in purples, pinks and greens, to represent our diverse and growing people, clients and communities. The core idea “Challenge accepted” captures our self-belief, obsession for solving problems and its overarching purpose – to protect a business and individuals. Challenge accepted also crafts an authentic narrative about Hugh James’ culture and values and provides a framework for how its people act and work