White & Case: Global Law Firm Unveils New Brand Identity

By Legal Cheek on Oct 7 2026 5:31am White Case has unveiled a distinctive new brand identity, giving the global law firm a bold new look. Announcing the makeover, White Case said its new identity reflects “who we are and how we work”, adding that it is “energised, forward-looking and focused on helping clients address their biggest challenges with confidence”. Complexity also sits at the heart of the new branding, with the firm saying: “For White Case, complexity is not a hurdle. It is where we find our edge.” The makeover marks a noticeable shift from White Case’s previous branding, replacing its lighter blue background and plain block capitals with a darker palette and a more stylised wordmark. White Case traces its roots back to 1901, when it opened its first office in New York. The US firm later expanded across the Atlantic, establishing its London office in 1971 as it looked to capitalise on the growing Eurodollar market. The Legal Cheek Firms Most List shows White Case offers up to 50 training contracts, with future trainees recruited through both its vacation scheme and direct training contract applications. Trainees currently earn £62,000 in their first year, rising to £67,000 in the second, while newly qualified associates take home £175,000. Looks like a logo for toothpaste 20 Reply DevilsAdvocate 23 hours ago Imagine having one of the cleanest logos in BigLaw and paying someone to make it look like the opening credits of a 1983 divorce drama. 12 Reply Nowherelefttogobutup 23 hours ago The W looks like it was halfway through a restructuring when the financing collapsed. 4 Reply Noooo what are you doing? 23 hours ago White & Case had spent 125 years building prestige, global recognition and one of the cleanest identities in BigLaw. Then somebody asked the question no one needed answered: “What if we looked like a regional casino in 1984? As someone safely observing from K&E, I can only thank White & Case for reminding the rest of BigLaw that sometimes the best rebrand is leaving the bloody logo alone. 7 Reply Mh 22 hours ago Wow this is so ugly 1 Reply Anna 22 hours ago Horrendous. Looks like a local fish and chips. 2 Reply Noooo what are you doing? 22 hours ago As someone safely observing from K&E, I can only thank White & Case for reminding the rest of BigLaw that sometimes the best rebrand is leaving the bloody logo alone. 0 Reply Desmond 21 hours ago Legal Cheek unveils bold new identity: Legal Bleak Legal Cheek has unveiled a distinctive new brand identity, giving the legal news site a bold new look. Announcing the makeover, the publication said its new identity, Legal Bleak , reflects who we are and how we work, adding that it is energised, forward-looking and focused on helping clients address their biggest press releases with no questions asked. Joylessness also sits at the heart of the new branding, with the site saying: For Legal Bleak, a story is not a hurdle. It is something we have learned to live without. The makeover marks a noticeable shift from Legal Cheeks previous branding, replacing its cheeky tone with a darker palette, a more stylised wordmark and a lingering sense that nothing will ever be interesting again. The Cheek was retired after an internal review found it to be generating jokes. Legal Bleak traces its roots back to a time when it covered actual news. It later expanded into the growing market for articles about fonts and palettes. Under the new identity, readers can expect stories on firms changing their logo, firms changing their logo back, and firms announcing that complexity is where they find their edge, each followed by the trainee salary figures in case anyone forgot why theyre here. -4 Reply Anna 16 hours ago Reply to Desmond AI slop 2 Reply Alex H 20 hours ago The White Castle logo is strikingly similar hahaha 0 Reply Bob 19 hours ago I thought it was White Castle for a moment there.. 0 Reply Desmond 18 hours ago Absolutely electric. I had to sit down after seeing the new wordmark