A Freshfields spokeswoman said that the firm wouldn't comment on how much their rebranding exercise had cost. However, it is understood that the firm carried out an extensive process that involved several hundred colleagues from across its business, as well as considerable input from its global client base, and used a leading global branding agency

The new Freshfields brand will start to be rolled out from October. The Magic Circle firm has taken a while to follow other City firms that have shortened their name. Ashurst Morris Crisp became Ashurst in 2003, Travers Smith Braithwaite slimmed down to Travers Smith (in 2004), and Nabarro Nathanson changed to Nabarros  (with an 's') in 2009

Freshfields senior partner Georgia Dawson said: “Our refreshed brand is dynamic and bold, reflecting the entrepreneurial spirit of Freshfields today and our momentum as a firm. With our 280-year history, we continue to operate at the forefront of law, setting new standards, giving our clients the edge in achieving their objectives, and attracting the best talent across the world.”