Can a new logo move a law firm from staid to sparks?

11/12/2013 | Wired.com

International law firm Nixon Peabody worked with consultancy Wolff Olins to create a new logo, and they came up with a bright-green "spark" that "represents the firm's energy, ideas and innovation," says Lisa Smith, Wolff Olins' creative director. The logo "looks like the same type of innocuous, vibrant mark you'd see on a tech startup's landing page," writes Kyle VanHemert, but "in the vanilla world of legal branding that's the equivalent of wearing a tank top to the board room."

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