Ashurst bins Morris Crisp to appeal to foreign clients

Ashurst Morris Crisp is to rebrand as simply ‘Ashurst’ after concluding that international clients cannot pronounce the firm’s name properly.

Despite three failed attempts at transatlantic merger, the firm has plumped for a US-style single name in a rebrand overseen by the firm’s global brand director Marina Galanti.

Galanti said: “We are just making it simpler for everyone by reflecting the current preference internationally. The single name conveys our united vision as a firm.”