Wiley Rein's offices in Washington, D.C. (Courtesy photo)

Washington, D.C.-based Wiley Rein is joining Big Law's single-name marketing blitz, rebranding as "Wiley" as it unveils a new website, logo, color scheme and .law domain.

"We decided as a partnership that the timing was right," managing partner Peter Shields said in an interview. "We have a focus on some new practices and thought it was time for our brand to reflect that."

The new Wiley made some bold aesthetic choices. Gone is the understated green and white palette that adorned wileyrein.com. In its place is a bright and bold red logo coupled with a deep purple script. It was designed to be noticed.

The colors, according to Shields, were recommended by Dharma Pachner, chief creative officer at consulting firm Contrast and Co. "He said the overall look and vibrancy reflected what he heard from the stakeholders. We never looked back," said Shields.

Those stakeholders included clients, partners, associates, staff and firm leaders, all of whom had input into the final product.

"We had various constituency groups participate in listening sessions to start," Shields said. "Our brand consultant then took that and came back to us. We were pleased with the concept and theme."

Shields said the process, from conception to completion, took about six months.

As in most law firm rebrands, a key goal behind the change was to actively reflect what the firm is now while still paying homage to the past that created it.

Shields said the firm wanted to highlight not just the practice areas it already promotes—such as its telecoms, media and technology group, election law and government ethics, government contracts, international trade and litigation—but also the firm's emerging practices around cybersecurity, drones, privacy, fintech and FTC work.

The firm is also touting its move to the .law Internet domain—which it says is a first for an Am Law 200 firm. Although it has been around for several years, the domain has not gained traction among larger firms.

The domain is reserved for law firms, and if an entity or practitioner wants to have it, they must  provide proof they are in the legal services industry.

Wiley decided on .law as a differentiator from the "overcrowded and unregulated .com domain field," according to a press release.

Moving forward, the wileyrein.com site will redirect to wiley.law and all emails for the company will have the .law domain as well.

The firm had a form of soft launch over the holidays, sending the new "Wiley" brand image to clients in the form of holiday cards, chocolates and even Bluetooth speakers.

The reaction was strong and positive, and not just from clients, Shields said.

"I had a lateral come to me and say that this look and logo reflects the firm he wanted to join when he interviewed here," he said.

A parade of law firms have undertaken brand overhauls over the past year or so, including Katten Muchin Rosenman, Seyfarth Shaw, and Milbank, to name just a few.

Like many others that have shortened their names for marketing purposes, Wiley will still legally be known by the firm's full name, Wiley Rein, in what Shields said is a nod to the heritage of the firm.

"Since our founding, clients have turned to Wiley to solve their most pressing issues and anticipate the challenges that lie ahead," Shields said in a statement. "Our new brand represents who we are today—a firm with a focused mindset, interdisciplinary depth, a celebration of diversity, and a culture of collegiality."

Read More

Katten Jumps on Rebranding Bandwagon With New Image, Website

Seyfarth Takes On New Moniker, New Look

Who's Getting Left Out as Law Firms Race to Rebrand?