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RumbergerKirk Rebrand Places First for LMASE ‘Your Honor’ Awards

The RumbergerKirk rebrand received first place in the “Communications: Brand Enhancement” category of the Legal Marketing Association Southeast Region (LMASE) “Your Honor Awards” on September 30, 2020.

“We’re thrilled to have been recognized by our legal marketing peers for all of the hard work that went into creating our innovative and creative new brand, said Director of Marketing Marisa Eubanks. “The support from firm leadership was instrumental in the success of the project,” she added.

In 2018, just after celebrating its 40th anniversary, the firm embarked on a journey to rebrand, looking to create a more modern look and message that reflects its strong culture, expertise and sets it apart from competitors. 

“Market trends were pointing to shorter names and more contemporary styles with almost 80% of firms listed in the AmLaw 200 having changed to a shorter brand mark in recent years,” noted Eubanks. 

The firm partnered with Big Vision, a full-service brand solutions firm, to build a brand centered around RumbergerKirk’s core values and brand promise—to do what’s right for clients and battle for the best results. These brand identity markers were identified through a brand strategy session that covered the firm’s  target audience personas, brand values, brand positioning, archetypes, and much more.

The result? A clean and contemporary new look and feel for RumbergerKirk, from a polished brand mark and sleek new dynamic website to brightly-lit photography, videos, and eye-catching print materials.

RumbergerKirk’s brand mark is the cornerstone of their new identity. It’s simple, legible, and clear. Forgoing overused symbols such as books, scales, or columns help position RumbergerKirk as a progressive and modern firm. Their mark is professional, yet also approachable and friendly.

The firm’s color palette uses a vibrant, orange as the accent color to bring life and energy into their communications. The use of their deep blue takes the place of black in their brand—from their primary mark to their text—a subtle but noticeable improvement that adds depth and harmony to their communications. The use of white space reflects the “less is more” mood that keeps their brand fresh and breathable.

Since launching the rebrand, a common response is that RumbergerKirk now has the appearance of a national firm – a major accomplishment for a bustling regional practice.

About the Award:

LMA’s awards program enhances awareness of the contributions that LMA members and regions make for the betterment of the LMA community and the profession of legal marketing. The LMASE Your Honor Awards (YHA) program launched in 2004 and recognizes excellence in legal marketing across a handful of categories that align with LMA’s Body of Knowledge, covering virtually every discipline. A successfully executed project requires time, creativity, teamwork and innovation.

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