Baker & Daniels' visual identity launch earned a special award from the Legal Marketing Association during the Chicago chapter's annual honor awards Feb. 19. The program recognizes Illinois and Indiana law firms that illustrate excellence in marketing and business development programs.
LMA judges developed a special Judges' Innovation Award for two entries they thought stood out among the others in their categories, according to Megan McKeon, chair of the awards program. She said the new honor recognized the uniqueness and ingenuity of these entries, which included Baker & Daniels' entry in identity category called "Baker & Daniels Takes Flight into Identity Launch."
According to the three LMA judges, "Baker & Daniels did a superb job of selling its new identity internally, a task that can sometimes be more challenging than an external launch. The marketing team came up with the idea to tie the internal launch around the theme of an airline flight; it distributed safety airline cards and itineraries with instructions about the new identity, (urged) passengers who might 'hold up the plane,' and provided incentives to those who 'packed and checked in on time.' The judges felt the need to recognize the extremely innovative and humorous internal launch of Baker & Daniels' new identity that resulted in a successful internal buy-in and kept employees from reverting back to using the old brand."
A new font and distinct ampersand — encircled in bright red coloring — in the firm's more than a century-old law name stands out on marketing materials and the firm's active Web site. As a founding sponsor of Lucas Oil Stadium, Baker & Daniels' logo — assisted in development by Dean Johnson Design of Indianapolis — also fills a visual identity investment. In addition to Baker & Daniels, the rebranding initiative involved the law firm's two divisions, B&D Consulting and B&D Equity Property Tax Group, and incorporated all seven office locations.
At the LMA awards banquet, Melanie Green, director of business development and marketing at Baker & Daniels, accepted the Judges' Innovation Award from McKeon. The Wall Street Journal sponsored the program.