Georgia Dawson, with Freshfields Bruckhaus Deringer. Courtesy photo Freshfields' Rebrand: Firm Still Committed to Germany, Senior Partner Says
Commentators say dropping the German part of the firm's name is yet another indication of the firm's de-emphasis on Germany as the firm targets American growth—but Georgia Dawson is determined to dispel this view.
September 26, 2024 at 06:14 AM
4 minute read
From October, Freshfields Bruckhaus Deringer will officially be known as just 'Freshfields' as part of a rebrand that includes a new logo and design campaign. But is this more than just a brand refresh?
Crucially, the simplified name crops out 'Bruckhaus' and 'Deringer'—the German and Austrian names of the firms with whom U.K.-founded Freshfields merged nearly 25 years ago.
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