Newcastle's Robert Muckle Solicitors has rebranded as 'Muckle LLP'.
The rebrand, unveiled at Newcastle's Baltic Gallery on Wednesday 4 July, also includes a change of logo from the firm's traditional blue lower-case letters on a white background to a white, title-case 'Muckle' on black above a rainbow strip.
Managing partner Stephen McNicol said: "Brand development means more than a new logo and colour scheme – it’s about the whole culture and ethos of a business.
"The name Robert Muckle is very strong in the North East region, but we’re winning work in many other areas of the country and are aware that the name of our founder makes us sound smaller than we really are."
McNicol claimed that Muckle's culture is a key differentiator behind the brand.
Senior partner Hugh Welch added: "Our branding has always marked us out from other law firms. We’ve always had a creative edge and draw much of our inspiration from our links with the arts."
Muckle LLP is sponsoring local artist Graham Dolphin's Repeater exhibition at the Baltic.