When Obiter tires of the journalist's life and muses over possible alternative careers, brand consultancy seems to be a money for old rope, sorry, very attractive and rewarding option. Witness the news that US firm Howrey Simon Arnold & White has unveiled a new name and new logo after 'a four-month development process guided by clearly-defined strategic and branding objectives for the firm'. Apparently more than 40 designs were considered, with four finalists presented to its executive committee. Yes, after a third of a year, the firm has followed the likes of Linklaters, Lovells, Ashurst et al and plumped for the revolutionary name of... Howrey - in a single colour 'which uses a modern typeface'. Apparently, the new name 'better reflects the firm's brand in today's market' and 'was selected as a symbol that both reflects Howrey's rich heritage and signals a new era of vibrancy and success'. Er, if you say so.