Goodwin Procter’s got a brand new bag.
The Boston-based law firm unveiled a rebrand on Tuesday that chops off Procter from the shingle and recreates its firm logo as an orange G.
Going forward, the firm will be known as Goodwin, and also carry the catch word, “unprecedented.”
At the same time, the firm announced that it’s relocating its Boston office from 53 State Street in the financial district to a Silver LEED-certified tower at 100 Norther Avenue in the city’s Seaport District. The office staffs more than 400 lawyers and was founded in 1912.
“Our new brand reflects the evolution of the firm over the last 15 years,” said David Hashmall, the firm’s chair. “We believe the law must anticipate the future, define it and react to it all at once.”
The office move is the fifth time Goodwin has switched offices in Boston, but the first time it is not on State Street. The new building is adjacent to Boston’s Institute of Contemporary Art and overlooks The Public Green and six-acre Fan Pier Marina.
Andrew C. Sucoff, the Boston office chair, said in a statement that the switch positions Goodwin “alongside high-tech, biotech and other innovative companies, many of whom are also our clients.”
We tried Hashmall, but he wasn’t in the office. As we wait to hear back, feel free to check out the firm’s snazzy new website, which carries the new URL www.goodwinlaw.com .
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