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Sutherland Unveils New Shortened Name, Logo and Web Site

May 12, 2008

ATLANTA (May 12, 2008) – Sutherland Asbill & Brennan LLP today reintroduced itself as “Sutherland."  Along with abbreviating its name, the firm unveils a new logo and a newly enhanced Web site.  The firm’s Web address is changing from sablaw.com to sutherland.com, for quicker, easier search results online.

“By formally adopting Sutherland, we are embracing the name by which we’ve become known in the marketplace," said Managing Partner Mark D. Wasserman.  The firm will retain its longer, full firm name as its legal name for pleadings and other official documents.

This rebranding effort was led by the Marketing Committee.  The in-depth, deliberative process resulting in the new name, logo and Web site spanned 18 months. The Marketing Committee, chaired by Corporate Partner Mark D. Herlach, interviewed multiple design firms, ultimately choosing Herrmann Advertising Design/Communications.  Herrmann audited the firm’s Web site and marketing materials then interviewed lawyers and staff to assess how best to project Sutherland in the market.  Among their key recommendations was adopting a one-word name, which has been a trend among AmLaw 100 firms.

The new Web site design uses dramatic photography in combination with word pairs that will also appear in the collateral materials and ads.  The word pairs represent the firm’s characteristics and its standards for client service.

“Our last logo redesign was more than 10 years ago," said Herlach.  “As other businesses must do, we evaluated what was working with our brand and what was not.  We feel we can brand ourselves much more effectively this way."

SUTHERLAND ASBILL & BRENNAN LLP
Sutherland is an AmLaw 100 law firm known for solving challenging business problems and resolving unique legal issues for many of the world’s largest companies.  Founded in 1924, the firm has grown to approximately 500 lawyers with offices in Atlanta, Austin, Houston, New York, Tallahassee and Washington DC.  For further information about the firm, please visit sutherland.com

Our Story

Sutherland Asbill & Brennan LLP is an international law firm helping the Fortune 100, industry leaders, sector innovators and business entrepreneurs solve their biggest challenges and reach their business goals. Dedicated to unfaltering excellence in client service, we are known for our business savvy and industry intelligence, providing creative and custom solutions for each of our clients. Industry and business experience makes the difference for our clients.

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