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LG is reverting back to its original Lawrence Graham name in a rebranding move aimed at building on its growing international presence.
The firm switched to the abbreviated LG logo in May 2007 to coincide with its move from the Strand to new offices in More London Riverside.
That launch was led by former managing partner Penny Francis, who said at the time that it was necessary to renew and realign the business (16 July 2007).
Despite the firm changing its branding and literature overnight, it continued to trade as Lawrence Graham LLP.
The latest repositioning, almost six years on, is geared towards the strength of its overseas revenue.
Among disappointing 2011/12 turnover and profitability results, particularly domestically, the firm did post an encouraging revenue increase in Dubai, complementing a new office in Singapore and an association with Brazilian firm Motta Fernandes Rocha Advogados (19 October 2012).
The move to revert to Lawrence Graham will be phased in, according to the firm, and will include a new logo.
Managing partner Hugh Maule said: “Our branding and marketing material were last reviewed comprehensively in 2007.
“Following a recent review we’re now moving forward with updated literature and new branding guidelines, which will include a new Lawrence Graham logo.
“Although we adopted the LG logo back in 2007 we’ve always remained Lawrence Graham LLP.
“With our move into Singapore last year, along with initiatives in the US, Brazil and Russia, and with revenue from international clients now approaching 50 per cent, we decided it would be more beneficial to adopt Lawrence Graham as the brand.”
Lawrence Graham claims to be edging closer to securing a tenant for the empty space it leases at More London.
Maule has pinpointed the cost of property as the biggest factor in the firm’s shrinking margins (25 July 2012).