Hats off to the London chambers formerly known as 5 Paper Buildings for its part in demolishing the myth that the bar is conservative and resistant to change. According to a press release, the chambers has engaged a brand strategist and a communications adviser to come up with a radical new identity. From now on it will be called – wait for it – Five Paper.

To undergo such a fundamental and painful change the chambers had to be guided through a ‘self-assessment process’, addressing image, positioning and personality. The result was not only a new name but also a new ‘look and feel’ and ‘tone of voice’. Richard King, head of chambers, describes the new image as ‘striking, clean and straightforward. It’s a much better reflection of who we are and how we go about our business’.