Top Biglaw Firm Hopes To Magically Make Part Of Its Name Disappear In Rebranding Effort

Top Biglaw Firm Hopes To Magically Make Part Of Its Name Disappear In Rebranding Effort


‘Bye-bye, Bruckhaus Deringer!’

Ed. note: Welcome to our daily feature, Quote of the Day.

Our refreshed brand is dynamic and bold, reflecting the entrepreneurial spirit of Freshfields today and our momentum as a firm.

We want our brand to reflect who we are wherever people encounter us and bring our strategy to life as we continue our next chapter of growth. One reflection of that is our shortened name that embraces the reality of what people call us in the market and how we refer to ourselves.

— Freshfields Senior Partner Georgia Dawson, in comments given to Law360 on the Magic Circle firm’s decision to shorten its name from Freshfields Bruckhaus Deringer to Freshfields. The firm’s rebranding and renaming will occur in October 2024.


Staci ZaretskyStaci Zaretsky is a senior editor at Above the Law, where she’s worked since 2011. She’d love to hear from you, so please feel free to email her with any tips, questions, comments, or critiques. You can follow her on X/Twitter and Threads or connect with her on LinkedIn.





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