Blank Rome LLP Brand Refresh

Blank Rome LLP

Odgis + Co created a brand refresh for Blank Rome LLP, entitled “Dovetail,” which conveys the firm’s powerful relationship with its clients. The concept of Dovetail represents the intersection of law with business, and highlights how complex business issues intertwine with legal advice in order to advance clients’ strategic goals. Blank Rome seeks to become a trusted advisor to clients, delivering outcomes that address their needs both professionally and personally. We developed a new palette of colors and design system for marketing collateral, print and digital materials (including the Website) while preserving the original logo mark.
In order to ensure consistency across the brand, we developed a comprehensive style guide that demonstrated how to use the Dovetail across a suite of templates. We devoted a section of the style guide to the firm’s image library, with sample images to show best practices, as well as key words to use when the sourcing stock photography. 
In addition, we crafted a system for the firm’s print, electronic and Web-related communications, including templates in PowerPoint, Word and InDesign for the internal team’s use. Our web partner, ICVM Group, did the site build and adapted the design for the web.


“You have a very creative, professional and personable team. I always enjoy working with all of you. I feel confident they are listening to my needs and always seeking a considered response. Looking forward to our continued collaboration in 2015.”

J. Michael McMurphy, Senior Director of Global Brand and Marketing, Blank Rome LLP


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