TRETHOWANS, one of Salisbury's oldest legal firms, has launched its new identity to coincide with the start of the new financial year.

The re-branding project, undertaken in association with Swindon company Wheatley Associates, has focused on updating the firm's image to give it a more modern look that is relevant for today's market.

The firm says the refreshed logo is based on a clean and simple design, which has been incorporated into new stationery, literature, office signage and an upgraded website.

Marketing manager Bryn Hughes explained that, alongside modernisation, one of the main aspects of the re-branding exercise was "to use the branding to develop a personality for the firm".

"This project has provided an ideal opportunity to break down some of the barriers and stigma that have traditionally surrounded the legal profession," he said.

"The new branding will help to reinforce the human element behind our work it's essentially about giving Trethowans an approachable personality.

"The new design certainly helps to achieve this as the word HOW in the name has been cleverly used to form an integrated strapline 'Trethowans How can we help you?'

"This question will help Trethowans to present itself as one practice to the market and communicate the comprehensive range of services that it can provide," Mr Hughes said. "Although playing with the corporate identity can be fun, it is also a very serious business.

"The look and feel of the new branding has had to be carefully managed to avoid losing or damaging the firm's heritage, values and reputation."

Miles Brown, managing partner, said: "Our clients should continue to identify with who we are and what we do our brand must provide clients with a sense a reassurance and ongoing trustworthiness.

"The new design seems such a simple solution I am not sure 'how' we have managed without it for so long!"

For more information, go to www.trethowans.com.