Harris Pogust, co-founder of the law firm Pogust Goodhead, has sent a cease and desist letter demanding his name be removed from the firm's branding. The move comes amid ongoing controversy surrounding the Mariana Dam litigation, for which the firm represents a large group of claimants against BHP.
Law firms are undergoing significant rebranding efforts, driven by a desire to modernize their image, streamline their identity, and distance themselves from past controversies or legacy names, impacting their market perception and operational identity.
Harris Pogust, co-founder of the law firm Pogust Goodhead, has initiated a demand for his name to be removed from the firm's branding. Pogust, who previously chaired the firm before departing three years ago, has sent a cease and desist letter requesting the immediate removal of his surname from all advertising, marketing materials, website, social media, and client communications. This action occurs amidst ongoing controversy surrounding the Mariana Dam litigation, where Pogust Goodhead represents a significant group of claimants against BHP.
In a separate development, the law firm Freshfields is also undergoing a rebrand. The firm will shorten its name to Freshfields, dropping the 'Bruckhaus Deringer' suffix and its long-standing Archangel Michael logo. This rebranding effort, which is expected to roll out from October, follows a trend of other City firms shortening their names. Freshfields' senior partner, Georgia Dawson, stated that the refreshed brand is dynamic and bold, reflecting the firm's entrepreneurial spirit and momentum.
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