Macpherson Kelley has taken the wraps off a new brand and core message following a deep dive into Australia’s mid-tier legal sector and consultation with clients and employees.
The new branding revolves around the firm’s new core message: “Law fit for business.” Macpherson Kelley’s colours have changed to a deep blue, with orange accenting the new visual identity. The firm also has a new logo, modern website, and what it calls new brand pillars.
“The rebrand is our way of planting our flag and letting clients and potential clients know who we are and what they’ll get when they work with us,” said Steve Parker, Macpherson Kelley chief executive. “We get that clients want plain language, clear advice, commercial outcomes and no bill shock from their lawyers. The rebrand represents our commitment to delivering on those expectations and exceeding them.”
He said that the new brand message of “law fit for business” reflects the firm’s commitment to enabling clients to reach their goals.
“Clients want to be able to get on with their businesses without being tied up in complicated legal opinions. We’re about providing them with solutions,” Parker said.
Macpherson Kelley said that the new website and branding presents a “bold, contemporary image” of the firm, which has a storied history going back more than a century. Macpherson Kelley has offices in the CBDs of Brisbane, Sydney, and Melbourne, as well as in Dandenong.
Macpherson Kelley's previous and current logos