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Transatlantic giant Mayer Brown Rowe & Maw has become the latest firm to opt for an abbreviated name, rebranding as the shortened Mayer Brown.
The rename, effective from 1 September, is to reflect how the firm is commonly referred to by both the market and the firm’s own staff.
In a statement, chairman James Holzhauer said that the firm hoped the rebrand would make the its name “easier to use and more memorable to our clients”.
Vice-chairman Paul Maher added: “By adapting to become simply Mayer Brown, we see an opportunity to build a stronger and more defined brand in a fiercely competitive market.”
The rebrand follows significant internal restructuring at Mayer Brown, including a shake-up of partner pay and pruning of the partnership - most significantly in the US - in a bid to become more competitive.
It also follows a host of other firms that have opted to spruce up their images through a rebranding, including Lawrence Graham, which selected the acronym LG, and Nabarro, which dropped the Nathanson.