Duncan Shaw featured in Law360 on the evolving identity of global law firms

In a recent feature by Law360 exploring the branding behind the newly combined Hogan Lovells Cadwalader, Duncan Shaw, Co-founder and Chief Creative Officer at Living Group, shared perspectives on the strategic process behind law firm brand development and redesign.

The article examined how firms are approaching visual identity in an increasingly competitive and closely scrutinised legal market, where brand decisions must balance heritage, credibility and future positioning. It also explored wider trends shaping the sector, including the rise of simplified visual systems, flexible digital-first identities and the growing importance of stakeholder alignment throughout the process.

Speaking to Law360, Duncan highlighted the importance of bringing leadership groups into the process early and building trust throughout the development of a new identity system.

“Explaining the process to influential partners and practice heads and earning their trust early on is vital.”

The feature also referenced Living Group’s Living Ratings of Law Firms 2025 research, which found that 37 of the Top 100 global law firms now incorporate an icon or visual shape within their logo systems, reflecting the continued shift toward more flexible and digitally recognisable brand identities. You can view the latest 2026 report here. 

As firms continue to rethink how they present themselves across digital and physical environments, branding has become far more than a visual exercise. It is increasingly tied to reputation, positioning and long-term business strategy.

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