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Gide drops 'Loyrette Nouel' in rebranding exercise

New name ‘focuses on what is essential’ 

4 October 2013

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By Manju Manglani, Editor (@ManjuManglani)

International law firm Gide Loyrette Nouel has undergone a rebranding exercise involving a new name, logo, graphic design and website. 

The firm – which was formed in 1920 by Pierre Gide, who was joined by Jean Loyrette and Philippe Nouel in 1957 – has decided to drop the names of Loyrette and Nouel from its brand and wishes to now be known as ‘Gide’. 

“The firm’s new name now focuses on what is essential and crystallises in a single word the excellence that underpins its outstanding reputation. Strong reference to the firm’s other two founding partners, Jean Loyrette and Philippe Nouel, remains in the baseline,” the firm said in a statement.

The firm has says its new navy blue and grey logo – which gives ‘Gide’ in blue capital letters and Gide Loyrette Nouel below it in small grey capital letters – “showcases Gide’s ambition to uphold its values and be quick to meet the needs of its clients facing the challenges of globalisation”.

It also says its new graphic environment is a “modern” expression of the firm’s international scope and varied practice areas. “It embodies multiculturalism, multi-disciplinarity and creativity, which together define Gide’s legal practice,” it says.

The firm’s website has also been redesigned to provide “simple and easy navigation”, with a “resolutely streamlined” graphic design.

Commenting on the firm’s new visual identity, senior partner Baudouin de Moucheron said: “This new identity embodies Gide’s openness, thoroughness and commitment to our clients on their legal issues. It will help advance our reputation, supporting our image as a firm of reference. Finally, it translates the solidity and the potential of an international law firm whose pool of expertise is truly exceptional”.

The firm says its new visual identity is an integral part of its long-term strategy to consolidate its position as a leading international law firm.

Gide has more than 600 lawyers across 18 offices in 15 countries.

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