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What's In a Name? Mintz Becomes Latest Big Firm to Rebrand

This feature article highlights the launch of the firm’s new website,, which the article notes is “part of a broader rebranding meant to highlight collaboration with its clients.” Within the piece, Mintz Chief Marketing Officer Amy Fowler notes that though the firm will be known simply as Mintz, the firm will legally keep the longer name as a nod to the firm’s culture and history. The story acknowledges that while continuing to recognize tradition, the updated look and feel of website, logo and branding signifies the firm’s success in recent years. The story explains that the new “M” logo, comprising different bold colors coming together at a darker diamond in the center, is to reflect collaboration within the firm and with clients.


American Lawyer