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Norton Rose Fulbright naming clarification meets US bar rules. Bar rules win
Norton Rose Fulbright published some rather officious but amusing guidelines on how to use the firm’s branding and logo, banning the use of “NRF” in the logo and prescribing the amount of white space in an exclusion zone around the name. The wrongly spelt “Norton Rose Fullbright” is also understandably outlawed.
It is therefore a bizarre development that the Fulbright & Jaworski name will be kept on in one sense: the registered name of US arm’s legal entity will retain the original tag Fulbright & Jaworski LLP. Bar rules across the 50 American states in which the firm operates are complex enough to mean it will take a while before the full Norton Rose Fulbright name can be approved, but the merged name will nonetheless be used in marketing materials and business cards.
In London, partners operate as members of either Norton Rose Fulbright LLP or Fulbright & Jaworski International LLP depending on where they came from. In Munich, where Fulbright has a legacy office, the ex-Norton Rose team works out of Theatinerstrasse, while the Fulbright & Jaworski LLP partners are based on Prinzregentenstrasse on the other side from the fancy Residenz palace and the Hofgarten if they feel like meeting occasionally for a stroll and kick-about.
While not used in a branding context, the stateside regulatory curiosity means for the time being the firm retains its longstanding reference to Leon Jaworski, one of the special prosecutors during the Watergate Scandal in the US in the 1970s.