Hogan Lovells Cadwalader
Two legal-brand legacies meet in Hogan Lovells Cadwalader’s new identity.
FutureBrand developed the strategy and identity for Hogan Lovells Cadwalader, working with representatives from both legacy firms. The brand idea, The Decisive Edge, centers on entrepreneurialism and a decisive approach to counsel. A bespoke serif wordmark, refined with Studio DRAMA, draws on Cadwalader’s heritage and is paired with Hogan Lovells’ green square. Light, gradients and horizon lines extend the idea of an edge into a visual language intended to express clarity, direction and momentum.
Insights
- Strategic discovery focused on shared qualities across the two firms, providing a basis for a combined brand vision.
- The Decisive Edge connects entrepreneurialism with a decisive approach to counsel.
- Studio DRAMA partnered on refining the bespoke serif wordmark, which draws on Cadwalader’s heritage.
- Pairing that wordmark with Hogan Lovells’ green square preserves a recognizable contribution from each legacy brand.
- Light, gradients and horizon lines express the edge concept as a transition toward clarity and action.
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