page_title: Goldberg Segalla
section_title: Rebrand
hierarchical_section_title: Goldberg Segalla / History and growth / Rebrand
caption_attribution_description: English: Goldberg Segalla logo.
context_page_description: Goldberg Segalla is a law firm with over 400 lawyers in more than 20 offices located in 11 U.S. states. As of 2019, Goldberg Segalla was the 112th largest law firm headquartered in the U.S. by attorney headcount, according to the National Law Journal's NLJ 500. The data also showed the Goldberg Segalla to be the fastest-growing firm in the top 125 that had not undergone a merger–a fact that speaks to its unique hiring philosophy, the firm noted.
context_section_description: Goldberg Segalla launched its first-ever rebrand in 2019, which included "a new color pallet, new logo, new website, and a custom-made management structure for the rebranding effort," according to a feature story in The American Lawyer. The publication characterized the rebrand in terms of a shift from more traditional design choices to a bolder look the firm intended to align with its founding vision:
  Gone are the traditional navy blue and white color scheme and oft-used serif font. In Goldberg’s case, their replacements are a distinct black and red pallet and a much more visually complex intersecting of the “G” and “S” that compose the firm’s logo. ...“We believe the new look conveys the dynamic strength, capacity, energy, and focus of Goldberg Segalla today—and well into the future,” Cohen said in a statement. “But more importantly, it captures why we have always called ourselves ‘different’—and why that isn’t going to change.”
  Coverage of the rebrand in The American Lawyer, Above the Law, and other publications focused on the firm's unusual choice to keep the process a secret from the partnership and to involve only a small team–including three partners, five internal marketing professionals, and an outside consulting firm. “It’s human nature, particularly with lawyers, to have an array of differing opinions with respect to almost anything,” Cohen told The American Lawyer. “We recognized that when we did unveil the concept to our ownership community that it was extremely unlikely that all of us would have the exact same vision. We were prepared for a wide array of reactions.”
  Cohen was also interviewed about the rebrand in "Getting to the Finish Line: Overcoming Rebranding Challenges," an episode of the Legal Marketing Catalyst podcast.
caption: Goldberg Segalla's rebranded logo, noted in The American Lawyer and Above The Law for its creation by an internal team rather than external consultants.
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