They say image isn’t everything, but whoever ‘they’ are, they clearly have no idea about what it takes to succeed as a modern law firm. Why else would so many firms feel moved to rebrand or relaunch? The latest to jump on the bandwagon is London firm Fisher Meredith. It has launched a new brand identity, swapping its old blue FM logo for a new blue and white FM logo. It has also created a ‘clean, fresh, consumer-focused’ interactive website, which features podcasts and videos. According to the press release heralding the changes, the site ‘showcases our new look’. The document announces the firm’s new strapline ‘representing success’, which, it says, ‘was derived from brand positioning and core value workshops’. The firm’s stated objectives were to ‘shed the traditional image of law firm brochure websites, stop being too internally focused and package the services we offer in a consumer friendly way’. All very laudable, although Obiter is a bit concerned about the next aim – ‘we also wanted to bring our people to life’. Begs the question, what were they like before – propped up at their desks in dark glasses?