Sheppard, Mullin, Richter & Hampton’s new branding ahead of its centennial anniversary in 2027 was a calculated effort to appear sleek, refined and, most importantly, distinct from its competition.
This week, the firm debuted its new brand, which included shortening the business name to Sheppard (though the full legal name it has operated under since 1938 remains intact). The familiar blue and gray “Sheppard Mullin” moniker was eschewed in favor of a singular logo that was designed to look like a futuristic "S."
“We really wanted to take a step back and think about the reflection of the firm right now, and does it portray who we are, the sophisticated firm that we are, the sophisticated clients that we have and sophisticated work that we do, and we didn't feel like the current brand did that,” said Christie Cáceres, the firm’s chief business development and marketing officer.
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