Blurb: Leading African law firm, Adams & Adams, is rebranding to modernise its image and reposition itself in the marketplace.
Adams & Adams has announced the launch of its refreshed brand identity. Like any rebrand, this is both a costly and time-consuming exercise, and rightfully begs the twin questions of whether a rebrand is appropriate, and why it should be done at a time when the national economy is struggling.
A brief look at the history of the firm, and its evolution over time to the position it occupies today, may assist in answering these questions.
The firm was founded in Pretoria, South Africa, by Harry Adams, the son of English missionary parents, in 1908. He was later joined by his brother EV. Their partnership gave rise to the firm's name, Adams & Adams, which has endured in the legal landscape for the last 116 years.
The brothers were fastidious in their approach towards providing clients with unmatched levels of service, something which remains strongly engrained in the firm's culture. They also committed significant effort to establishing congenial working relationships with major European and American based law firms of the time. Many of these relationships persist today and have been expanded across the globe to form a unique referral network.
From its modest beginnings, the modern firm has grown exponentially on many fronts. It now boasts some 62 partners and over 130 legal professionals and serves thousands of clients ranging from large global enterprises to local companies and individuals. A recent analysis determined that almost half of the United States' based Fortune 500 companies were serviced by the firm.
Today the head office in Pretoria, positioned adjacent to the N1 highway, is a well-known landmark. Further, there are branch offices in Sandton, Cape Town, and Durban. Over the last 20 years, the firm has expanded its reach to provide services across the Africa continent and currently boasts 23 associate offices in various African territories. This, together with a well-established network of agency firms, has secured a strong and entrenched professional reach across the continent.
The firm continues to make significant gains in its efforts towards achieving a more diverse and inclusive composition. It is at the forefront of gender inclusivity, with a female staff compliment of 76%, whilst its 28 female partners constitute 45% of the partner base. The firm is currently headed by its first female chairperson, Kelly Thompson. Additionally, 22 partners and over 60% of its professionals can be categorised as previously disadvantaged. The firm is rated as a Level 1 BBBEE contributor.
Adams & Adams is well known for its leading role and exceptional services in intellectual property. This expertise is complimented by class-leading capabilities in dispute resolution, commercial, and real estate law. The firm, its partners, and professionals, are consistently featured in the top tier rankings of respected global rating agencies such as Legal 500, Chambers Global Directory, Managing IP, Who's Who Legal, IAM Patent 1000, World Trademark Review, and Best Lawyers.
"The firm's continued success and recognition are a result of a strong culture of service excellence and a longstanding commitment to improving all aspects of our business" says Thompson.
Commenting on the new logo and tagline, 'Realise African Enterprise', she emphasised that "Our rebranding signifies a modernisation of the firm's image and our growth as a proudly African firm, providing an opportunity for us to define who we are and showcase our deep-rooted commitment to our clients' prosperity, and our own enterprising approach, both now and in the future".
"A rebrand is never a simple decision, but for us it was a clear and obvious one to make at this time", Thompson concluded.
We operate a free-to-view policy, asking only that you register in order to read all of our content. Please login or register to view the rest of this article.