Celebrating a century of success, European legal stalwart Cuatrecasas asked Mucho to reimagine its brand identity, optimize its brand architecture, and strategically renew its image, reinforcing its status as a premier business law firm and guiding it towards the future.
Cuatrecasas, with a century-old legacy in business law and a substantial international presence, sought to commemorate its 100th anniversary. Simultaneously, the firm aimed to leverage this momentous occasion to renew its brand identity and optimize its brand architecture in line with its ongoing international expansion.
The strategy relied heavily on collective intelligence with intensive collaboration between Cuatrecasas’s design department, Mucho, and the PR agency, It Comunicación. The first step involved comprehensively understanding the firm’s history, situation, and future projections along with its competitive environment. Key brand values were collectively identified to form the foundation of the new visual identity and symbolize these values.
Two key decisions shaped Cuatrecasas’s rebranding – trimming down the name to Cuatrecasas and incorporating an emblem. The emblem, four arrows forming a scale, symbolized teamwork, meritocracy, and precision, encapsulating the brand’s ethos.
The choice of corporate colors, classic burgundy and new coral, and a unique sans-serif font developed by Jordi Embodas added a distinct brand character to the firm’s identity.
Implementation of the new brand identity involved close collaboration with Cuatrecasas’s internal design team over six months.
Biweekly sessions ensured the new design was seamlessly integrated into the brand’s operations, and the internal team was well-equipped to manage the visual tools of the brand.
This hands-on approach guaranteed the successful uptake of the rebrand and its continued growth.
