The Law Society of Ireland is today (4 July 2014) launching its new logo, visual identity and tone of voice guidelines, marking a significant step in implementing the recommendations of the Future of the Law Society Task Force report.

Unveiled at an event in Blackhall Place in Dublin last night (3 July 2014), the logo gives the traditional crest of the Law Society a clean, modern look.

But, according to Law Society director general Ken Murphy, “The new logo is just one part of a complete rebranding exercise which conveys the message that the Law Society is proud of its tradition, but prepared for the future. The new logo derives from the traditional crest, but has been simplified and refined.”

“The traditional crest of the Law Society, which is registered with the Heraldic office, will live on, however, for example on parchments for newly qualified solicitors,” said Murphy.

Teri Kelly, director of representation and member services, said, “What struck me is that the old logo of the Law Society didn’t accurately represent what this organisation and this profession are all about. We are forward-looking – not old fashioned. We are inclusive – not exclusive. We are proud of our traditions, but we also embrace change and are prepared for the future. That’s what our new logo needed to convey.”

New ‘tone of voice’ guidelines, also being launched today, have been developed as part of the rebrand to ensure that the Law Society’s development would focus not only on the visual, but on written and verbal communications also. “These guidelines give assistance to all who communicate on behalf of the Society, including its Council, committees and staff. They assist in ensuring that the Society’s long-held core values of service, respect, ownership, integrity and independence, are to the fore in all communications,” said Murphy.

The rebrand was completed by award-winning Irish design agency Red Dog and was led by director general Ken Murphy, director of representation and member services Teri Kelly, deputy director general Mary Keane and managing director of Red Dog Mary Doherty.

Watch a short video of the logo.