Eversheds' South African ally has won its longstanding legal dispute over its trading name, allowing it to trade under the UK firm's brand.

In a closely-watched case for law firms looking to rebrand associated offices in the country, a South African court ruled on Wednesday (23 February) that alliance law firm Routledge Modise had not broken local law by changing its name to Eversheds.

The 60-partner Johannesburg-based practice Routledge had signed up to become a formal ally of the UK firm in April 2008 before electing to change its name to Eversheds in July 2009.

The Law Society of the Northern Provinces claimed that the name change was in contravention of it own rules, as well as section 23 of the Attorneys Act. Eversheds has since laid a complaint against the local law society, arguing its rules are anti-competitive.

Eversheds chief executive Bryan Hughes (pictured) commented. "Our brand signifies high quality legal advice and service delivery and so it's important that we portray our brand consistently across the globe."

Brian Biebuyck, a partner at Eversheds who represented the firm in court, commented: "We are very pleased that the court took a decisive stand and ruled in our favour. While we are permitted to continue trading as Eversheds we have invited the Law Society's attorney to meet to reach a practical resolution to the issue."

"It is significant that the court also commented it was high time for the Law Society to reconsider what essentially are archaic provisions, given the environment in which we practise law in this day and age, competing against other law firms within a global village."

Eversheds is one of a handful of major law firms to have set up a presence in South Africa, alongside DLA Piper, White & Case and Dewey & LeBoeuf.