Rebranding and redesigns are ten a penny among law firms nowadays, but an interesting one reaches us from Kent firm Whitehead Monckton.

The firm is making a concerted effort to raise its profile and has chosen local pride and the distinctive flora, fauna and wildlife of Kent to do it.

Interestingly, rather than have one new logo, the firm has gone for six different images adorning its letterheads, depending on which one you receive.

We're assured that this didn't come out of indecisiveness ('I like the mushroom' 'But I want the tree') and the effect all in all is rather nice.

We're particularly taken with the Kent Goldings Hop, used in the production of local bitters and pale ales - we assume that considerable product testing had to go on to ensure this was an appropriate image for the firm.

(This article refers to images that appear in the printed edition [2003] Gazette, 27 November, 10)