Robins Kaplan LLP

  • Brand Identity
  • Environment
  • Print

In 2015, the highly respected law firm Robins, Kaplan, Miller & Ciresi was renamed Robins Kaplan, prompting the need for a new identity. At the same time, the firm saw an opportunity to make sure the brand personality was more accurately represented−to capitalize on its past reputation, and to signal a strong, promising future.

Defining a Champion

With the name change came a need to act quickly; to immediately create a new identity, as well as redesign many of the expressions of the Robins Kaplan brand.

The system began with a proprietary wordmark, and added a simple color system, typography and more.

Progressive Legal Professionals

Robins Kaplan saw the need to evolve its operating model from practice-focused to industry-focused, and shift its persona from a Minneapolis-centric office to a national law firm operating in multiple cities. With this broader focus, it was necessary to create a system in which the Robins Kaplan voice is consistent, strong and clear. This becomes real using confident, focused messaging, imagery and iconography.

A Premier Firm

The brand is supported by a variety of items that reflect the strength of the firm in every detail. From signage for locations around the U.S., to branded hospitality items in conference rooms, attention to detail is important in representing this premier trial law firm.

“Cue was masterful in creating a highly-crafted design solution and a powerful system that will serve us over time. They assisted with change management and helped instill a discipline around a consistent expression of our brand. Cue’s team was insightful, responsive, engaging, and provided unparalleled design expertise. Without a doubt, they are a kick-ass firm!”

– Dennis Meyer, Chief Marketing and Business Develoment Officer, Robins Kaplan LLP