White and Case Reveals New Brand Identity Reflecting Modern Values

White and Case has introduced a new brand identity that aims to convey a bold and contemporary image for the global law firm.

In announcing the rebranding, the firm stated that the new identity embodies its core values and operational ethos, describing it as energised, forward looking, and dedicated to assisting clients in navigating significant challenges with confidence.

The firm emphasised that complexity is central to its new branding, asserting that for White and Case, complexity is not an obstacle but rather a source of competitive advantage.

This rebranding represents a significant departure from the firm's previous visual identity, which featured a lighter blue background and a straightforward block capital font. The new design incorporates a darker colour palette and a more stylised wordmark.

White and Case has a rich history dating back to 1901, when it established its first office in New York. The firm expanded internationally, opening its London office in 1971 to take advantage of the burgeoning Eurodollar market.

According to the latest data, White and Case offers up to 50 training contracts annually, with recruitment occurring through both vacation schemes and direct applications for training contracts. Current trainee salaries are £62,000 in the first year, increasing to £67,000 in the second year, while newly qualified associates earn £175,000.

The rebranding has elicited a range of reactions within the legal community, with some expressing concern over the shift in visual identity and its implications for the firm's established prestige.