Managing a visual identity is a challenge, particularly across a firm that has 69 offices in 38 countries. Baker & McKenzie is a network of more than 3,100 lawyers and 5,200 other legal professionals and support staff. Founded in 1949, we opened our first international office 50 years ago in Caracas. We are citizens of more than 60 countries, admitted to practice in 250 jurisdictions, and speak more than 70 languages. Global revenues for the fiscal year ending June 30, 2004 exceeded $1.228 billion.
Prior to 2003, our branding program had consisted of a logo, a signature color, font standards, limited stationery guidelines and little else. Offices were allowed to select their own colors, images, sizes and formats for all marketing and business communications materials, and developed local programs that reflected personal preferences and cultures. But there was no similarity among our offices.
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