Orrick, the global law firm formally known as Orrick, Herrington & Sutcliffe LLP, uses a wordmark and symbol built around the letter “O.” The current mark consists of the word “orrick” in lowercase lettering with a design composed of two opposing crescents that form the letter “O,” positioned above the letter “k.” [1]
Design and History
Orrick’s visual identity has undergone notable changes over the past two decades. In 2000, the firm dropped its longtime logo, a boxed O, after determining through study that the O alone was more memorable, according to Norm Rubenstein, who served as Orrick’s chief marketing officer at the time. [2] The logo was part of a broader branding push the firm began that year. [3]
When Orrick announced a merger with Dewey Ballantine in 2006, the combined firm kept the big green O widely identified with the San Francisco firm, even as the New York-based firm led the new name, Dewey Orrick. [4] Rubenstein described the O as a visual representation of the balance of the merger, noting that because the O is analogous to a circle, it is a continuum with evocative power that also suggests the globe. [4]
More recently, Orrick updated its brand with the strategic and creative leadership of the Living Group, a brand consultancy. The new brand marque was designed to show two equal sections of a ring, balanced and in synchronized motion with one another, reflecting Orrick’s commitment to placing clients and sectors at the heart of what it does. [5]
Meaning and Symbolism
The two opposing crescents forming the letter “O” are the central symbolic element of the Orrick identity. The Living Group describes the marque as showing two equal sections of a ring, balanced and in synchronized motion, reflecting the firm’s client-focused approach. [5] Earlier commentary from Orrick’s former chief marketing officer noted the O’s circular form suggested a continuum and the globe. [4]
Typography and Design
The Orrick trademark registration describes the mark as the word “orrick” in black lettering with the crescent-based “O” design in green. The registration specifies the colors as black (Pantone 432C) and two greens (Pantone 576C and Pantone 577C). [6] The wordmark appears in lowercase, with the symbol placed above the letter “k.” [1]
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