![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=3e2021bd3eaa613038518d91448f8d2a 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=308887f1cf147316a389b6c4ecdb10ac 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=49caefc50cadf07ec38c5d6c2db677e9 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=7c4b4b905c29bef61b4de2217aba8020 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=2e115e8e6df5811091f1c3158857cf75 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=ff453feb89e35dca4a5073539fb9db76 345w)
Achieving the
Unachievable
Premium firm Linklaters needed a distinctive, modern image to grow into a globally recognised legal brand.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02c.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=915a626482889b7686fd44f1b2f1bc6f 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02c.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=3f72a1703c582e316db01db4696e606b 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02c.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=dc740cbca9a47e12a163a6d4e9eb3c73 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02c.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=6b622858c0bccb69ef394bddf03da672 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02c.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=8026ea2bad8bac08fbc228c4172136f8 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02c.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=5a4926c73dc8446c5accef1a71367ebb 345w)
Words Speak Louder
Linklaters had doubled in size through a string of mergers. The changes created confusion both in the marketplace and in the firm. Neither clients nor staff knew what it stood for now it moved beyond the Square Mile. Wolff Olins worked with partners, staff and clients to define what was special about Linklaters to differentiate it from competitors.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=3144025c255f659d1e82f8dc30536bdf 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=43b92d4bfdc69b72f861beb3ffd186ae 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=511e2e6d280f36ecec0d995f4d0472d0 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=c1385318b2334d7bfae3920b252d6236 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=7f9975aa12d57ec753bd5f0e85981949 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=9da0458c8436405e82bc3b6f4e67c96d 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=2e5d14af25ebe3bee7e31fb15152a450 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=a846f2b1637a5b20895c4c4d7b641494 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=160e2ab95b444c851bd7c06c076e38f5 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=87901a79de792eb8ab4e1e9c9e7ab962 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=53fac6d85754441a0f9092e57de728b6 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=9789d23c546f0b322ca17533c451c579 345w)
Warning: Strong Language
At the heart of Linklaters was an ability to make things happen whatever the odds. We created a striking new communications style based on clever world play - the essence of the firm's abilities - and a powerful single colour to break away from other corporate style firms. The new identity ensured all parts of the Alliance looked and felt part of the Linklaters brand.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=deccbefec96d8f1aef953d24cfe96ec4 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=d3d3f56e0a0d736acbb1691ef1d29b85 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=168dbfc316901615a5db261c26ff8791 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=93d78e6ea699c78999a9561b1c22bf12 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=eae606102f506492668900978a89768f 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=fcb78c8becea3a3e61eb4648e94e8d76 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=29a79d9b2bc8efd507ad48fc772db066 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=5175cd82f8468b16068bc0b1a45b5654 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=ab9d8c6c649fbd0b07296c1f46176611 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=4a48911aea2519978661ae1ada4661a8 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=0f763f99fe67e3ea9547c632841dadfa 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=004e89185d52cc1ee36a05c523cd6a61 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=4d0323a6d199cad6c0ecdfac32e575d2 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=15e2e755632b9970a5b9f3bf8ce3e95b 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=dbc72e5c939d6685c40e2c443187a8fe 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=bb04032457573bb4aab98a76c57ba919 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=58f5a880fdb43ad0fa99204656aca19a 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=77099499060a267c77f184b64b13f6b0 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02d.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=eaf4d7b17f50460b206d581e578a8de9 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02d.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=d3556ec37c96813a21ac4a0a157e5467 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02d.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=0da0bed7b0c973999c22f46f915a94d3 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02d.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=7edf21b9e911935b6f714652999568a4 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02d.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=8d578db2afb036d3430e332dafba5dfd 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Flinklaters_HB_02d.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=2903e32c1750e243927181a37362f7da 345w)
What we did
- Brand Thinking
- Creative Direction
- Brand Identity
- Brand Guidelines