Shearman & Sterling has been around for nearly 150 years, and its clients have included the Rockefellers, Henry Ford and Jay Gould. But when the firm asked potential clients what would make it stand out in a crowded marketplace, they said that storied history hardly mattered. More important, they said, was that the firm appear approachable, pragmatic, and passionate.
In January, the firm unveiled a new logo and website to give its clients just that.
“The signature we’ve landed on in the logo speaks to personality,” said David McClune, the firm’s chief marketing officer. “There are few things more personal ...
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