December 18, 2024

Programmatic

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Principals revitalises Southeast Asian legal brand Rajah & Tann

Branding and design agency Principals (New Zealand) has revitalised the brand for Southeast Asian legal powerhouse Rajah & Tann Asia, positioning the network for its next era of growth.

Rajah & Tann Asia is the largest legal network in Southeast Asia with a significant regional and international portfolio.

Each office in its 10 countries provides the highest service standards to local clients while collectively handling complex cross-border transactions.

With around 1,000 legal professionals working towards one shared goal, Rajah & Tann Asia prides itself on knowing Asia and giving its clients a distinct home advantage.

Seeking to sharpen its competitive edge and stand out in an increasingly dynamic market, Rajah & Tann Asia approached Principals to refresh its brand identity system. Committed to building on the brand’s iconic status, Principals collaborated with the Rajah & Tann Asia team to uncover the businesses’ unique challenges and opportunities.

The brand needed a system that would be mindful of the wide range of markets it operates in. A careful appreciation of its storied legacy, combined with its pioneering ambition to operate as a one-of-one-kind firm, created a special canvas to design against.

Principals General Manager Kate Murchison says, “The revitalised brand draws inspiration from sunrise – a symbol of new beginnings and optimism. The intensified orange reflects joy, energy, and a deep connection to heritage. For Rajah & Tann Asia, this hue not only embodies harmony and unity but also expresses a modern, vibrant spirit that resonates across its network.”

Rajah & Tann Asia Regional Marketing and Communications Director Vionne Tu adds, “Our refreshed brand embodies a bold and progressive spirit. We have retained our strong orange, a colour that is uniquely Asian and symbolises new beginnings. This refresh not only honours our heritage but also positions us for a vibrant future.”

Murchison says, “We’re incredibly proud to have had the opportunity to work with Rajah & Tann Asia on the brand transformation. It’s a testament to the great work of our team and the strong collaborative process we shared with them. Together, we’ve designed a brand that helps move the business forward into an exciting future.”

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