(DARIEN, September 26, 2019) — Butler Tibbetts, a leading law firm known for guiding clients through their most vulnerable moments in business and in life, today announced the launch of a refreshed brand identity. The rebrand comes at time of positive momentum for the firm, which has been serving businesses and individuals across the Northeast for more than 30 years. The new logo symbolizes the intimate bond between a law firm and its clients and how the firm’s personal approach transcends the traditional role of legal advisor. The refreshed look follows a name change earlier this year, with a shortened moniker underscoring the firm’s warmth and approachability.
“The legal industry is evolving and so are we,” said Butler Tibbetts Managing Partner, Tim Butler. “We know it is critical that we adapt and thrive to meet the changing needs and expectations of our clients. Our new look is part of a larger strategic initiative to revitalize our brand to better reflect who we are as a firm.”
Developed collaboratively among firm leadership, lawyers, and allied professionals, the new logo displays effectively across both digital and physical channels, evoking feelings of elegance and simplicity. The new graphical element – two letters fitted together like pieces of a puzzle – signifies the compelling interchange between lawyers and clients, as well as the firm’s capabilities in support of both businesses and individuals alike. The visual edge to edge closeness of the letters also symbolizes Butler Tibbetts as a trusted partner, able to resolve disputes and create positive outcomes with precision and compassion. A refreshed website showcases the new brand and captures the firm’s attributes for a sleek, streamlined experience.
The graphical aspects of the logo are bolstered by a new color palette, which incorporates two complementary shades of purple – a progressive choice for a law firm. The dark purple is a nod to the firm’s depth and stability, and the lighter purple was added as a dynamic accent color, symbolizing nimbleness and creativity. The two presented together represent both Butler Tibbetts’ history of distinction, as well as a commitment to keeping pace with change for the benefit of clients. Purple combines the calm stability of blue and the fierce energy of red – bringing to mind the spirited mix of innovative ideas and old-school legal advocacy indicative of the Butler Tibbetts identity. Additionally, the bold uppercase typeface of the new firm name conveys power and strength.