Hogan Lovells Cadwalader
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Uniting two legacies to create a new force in the legal market
When Hogan Lovells and Cadwalader, Wickersham & Taft came together to form the largest law firm merger in history, their goal was to articulate a brand that matched their scale and strategic vision.
FutureBrand joined the project early in the process, partnering closely with a working group from both legacy firms to ensure the brand became a powerful catalyst for integration. Together, they developed a shared vision for Hogan Lovells Cadwalader that captured the ethos, ambition and personality of the new firm.
Through the strategic discovery phase, a powerful truth emerged: beneath two distinct histories and complementary specialisms, the firms had more commonalities than differences. From this insight came The Decisive Edge, a brand idea built on a spirit of entrepreneurialism, a decisive approach to counsel, and the ambition to empower clients to move markets, shape industries and achieve success.
FutureBrand led the development of the full visual identity, bringing The Decisive Edge to life across the brand. For the bespoke wordmark, we partnered with craft specialists Studio DRAMA to refine a serif logotype inspired by Cadwalader's heritage, paired with Hogan Lovells' iconic green square. The result honours both legacies while signalling a confident new future.
At the heart of the identity is the concept of the 'Edge', the moment where uncertainty gives way to clarity and action creates impact. Light, gradients and horizon lines bring this idea to life, expressing momentum, direction and the clarity that emerges within complexity.
As the merger process progressed, the new identity played an important role in uniting partners behind a shared vision for the combined firm, providing a tangible expression of its ambition and direction.
Hogan Lovells Cadwalader officially launched on 1 July 2026, entering the global legal sector with an unmatched platform and a distinctive identity, built to signal clarity, momentum and impact from day one, laying the foundation for the firm's long-term vision and success.
