Kingsley Napley

For almost 90 years, Kingsley Napley has embraced independence. It shapes every aspect of the firm’s identity and operating model. The firm has always thought differently, acted without conformity, and offered judgement that is clear, objective and principled. That independence has never mattered more. The London legal market is consolidating fast. Mergers, US expansion and private capital are redrawing the landscape, and many firms are converging on the same look, the same language and the same promises. Kingsley Napley has chosen a different path. It is independent by conviction, not circumstance. The firm approached Overture to develop a fresh brand identity and strategy that would put independence at its heart and reflect the distinctive experience it creates for clients and colleagues alike.

The process began with an assessment of what it really takes to stand out in the legal market. Overture interviewed partners, colleagues and clients, and audited the visual and verbal codes of the firm’s peer group. From there, the team explored the graphic codes and devices that could signal a visual language of independence. Hard-hitting, reportage-style black-and-white photography gives the brand a more cinematic, artful expression than its peers. It also echoes the glory days of The Independent newspaper, whose photojournalism set it apart from its very first edition. Swiss typography and composition draw on the modernist movements that prized clarity, rigour and freedom from ornament. A deep red signature colour adds warmth and soul. The logotype and its shorthand also defy convention. Set perpendicular to one another, they refuse to fall into line. These principles then carried into a verbal narrative with a confident, plain-speaking, human tone of voice. The story is built around the firm’s differentiating capabilities: its rare breadth across work for individuals and organisations, its standing as a “lawyer’s lawyer” trusted by City firms, and its strength in regulatory and contentious matters. The identity now runs across the website, pitch and client materials, recruitment, social channels and the office environment, and the result is an identity that really does stand out, in a market where fitting in is the natural course.