A bold new brand for a heritage law firm entering its next chapter.
Evolving a trusted name for a modern legal market
Founded in 1913, Edwin Coe has built a long-standing reputation as an independent law firm with deep expertise in litigation and private capital. Over the past decade, the firm has grown significantly and has ambitions to continue that growth.
Their existing identity, originally created in 2010, no longer reflected the scale, energy and ambition of the company, and we were approached to evolve the brand – building on its existing strength while creating an identity that better represented the Edwin Coe of today.
Understanding Edwin Coe’s strengths and ambitions
The project started with us gaining a deep understanding of Edwin Coe’s culture, values, and strategic direction. Extensive internal and external research, gathering insight from partners, employees and clients through workshops, interviews, and surveys all fed through to create a clear and detailed brief.
From this, they had defined their “Distinctive Approach” – three values that underpin how they work: collaborative, committed, and connected. This approach was central to our work, as was the need to demonstrate its authority in specific areas while also appealing to an increasingly international client base.
Designing a brand around connection
We used the 3Cs as a powerful visual starting point for the new identity.
We developed a circular brand mark built from layered “C” shapes, symbolising their core values of collaboration, connection and commitment. The circular form reflects the firm’s holistic approach to client relationships – bringing together expertise, advice and partnership into a single, cohesive offering.
The identity was designed to be flexible and recognisable across multiple environments. Alongside the full Edwin Coe logo, we introduced a shortened “EC” monogram that can be used interchangeably across different formats and touchpoints.
The result is a brand system that feels both contemporary and confident while remaining grounded in the firm’s heritage.
Standing out in a traditional market
Legal branding often leans towards conservative palettes and understated design. Edwin Coe embraced the opportunity to take a more distinctive approach.
The new colour system centres around a vibrant, confident blue paired with rich black and cream tones. Together, these colours create a bold visual presence while maintaining the professionalism expected of a leading law firm.
Supporting colours add warmth and flexibility, allowing the brand to adapt across different communications and practice areas.
To reinforce this modern identity, the design language embraces bold typography, confident blocks of colour and generous white space. Rather than relying heavily on traditional stock imagery, the brand uses a more graphic-led approach – helping the firm stand apart visually.
A digital platform for growth
Alongside the brand identity, we created a new website designed to build brand awareness and engagement.
The site highlights the firm’s key strengths while showcasing its growing international capabilities. Clear navigation and enhanced search functionality make it easier for visitors to explore the firm’s services, lawyers and sector expertise.
The digital experience also supports several strategic goals: reinforcing purchase decisions for prospective clients, enabling cross-selling across practice areas, and acting as a powerful recruitment tool for trainees, lateral hires and future colleagues.
At the same time, the site reflects the firm’s heritage, acknowledging Edwin Coe’s origins in 1913 while presenting a confident, modern vision for the future.
A brand ready for the next chapter
The result is a vibrant and contemporary identity that captures Edwin Coe’s distinctive culture, strengths and ambitions.
From the circular brand mark inspired by the firm’s collaborative philosophy to the bold colour palette and flexible digital platform, the new brand positions Edwin Coe to stand out in the legal market while supporting its continued growth.
Already gaining recognition in the industry, the identity has been shortlisted as a finalist in a major branding award which we are thrilled with.
