Diamonds no longer forever at Gouldens

It is a case of the disappearing diamond for City firm Gouldens, which has dropped its old “G” logo and removed the “solicitors” tag as part of a full make-over.

The new look for the millennium is estimated by one insider to have cost the 36-partner City firm a six-figure sum.

Charters Macdonald-Brown, Gouldens managing partner, says: “Our clients, who include major corporations, property companies and City financial institutions, come to us because we deliver excellent reliable legal solutions with maximum clarity and minimum fuss. Our new image reflects this.”

Peter Cross, director of finance and administration at Gouldens, says: “We are successful in what we do and we feel the new branding reflects this. Sometimes change can be difficult to achieve, especially in a partnership. Our partners have, however, been unanimous in their praise and support for the new look.”

Jerry Shearing, managing director of Brighton-based design group 48 Fitzroy, which came up with the new image, says: “We looked carefully at all aspects of the firm's culture in order to identify every item and situation where branding was appropriate, even down to the sports kit.”

A source at a public relations firm says: “You're talking serious money to rebrand a law firm. Hundreds of thousands. The design of the logo alone would cost u20,000 to u30,000. And then there's the cost of production.”