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Truly Deeply rebrands leading Australian law firm, Maddocks.
A new logo and refreshed visual identity for Maddocks marks the next step in the firm’s evolution as the modern Australian law firm.
Maddocks CEO, Paul Woods, says the new logo signifies a new chapter for Maddocks and is a distinctive and unique symbol of quality, confidence and trusted knowledge.
“Maddocks is a firm with specialist teams, deep sector expertise, and an intimate understanding of Australia’s commercial, government, and regulatory landscapes, known for solving complex, high‑stakes challenges. This move reinforces our strengthened commitment to delivering exceptional outcomes for our clients, investing in our people and making a positive difference in our communities,” added Woods.
For more than 20 years, the iconic logo (often likened to a ‘barcode’), has been a familiar symbol of the trusted quality and expertise associated with Maddocks. While that logo has served the firm well, the way clients engage with legal services has evolved – and so too has Maddocks.
Through extensive consultation across the firm, Truly Deeply aligned the new business strategy and vision behind a single, clear brand proposition.
‘The modern Australian law firm’ stayed at the heart of the brand, but it now carries real meaning. A new brand story, messaging framework and personality bring together the firm’s distinctive culture, its value and service mindset, and its ambition to reshape how legal services are delivered.
The new identity is modern, trusted and collaborative: everything Maddocks is, and everything it intends to be.
Rather than discard two decades of equity, we evolved it. The lines of the old barcode resolve into a new M monogram, evenly connected, integrated and balanced, expressing how every part of the firm works as one. The form also reads as the gnomon of a sundial, the marker that tracks time and progress, connecting today with tomorrow. Stewardship and momentum in a single mark.
Keeping a connection to the past, the typography and colour palette remain the same, but with the addition of a new visual language graphics that resonates with the new brand mark without aping it. A repeated diamond pattern uses gradients to create movement and depth. It looks like scale armour and quilted leather at the same time, expressing ideas of strength and protection as well as security and a human touch. With dark and light versions, it a flexible easy to use system.
Services As part of the rebrand process, Truly Deeply provided Maddocks with a brand & market review, stakeholder consultation, brand strategy, brand identity design, video production, collateral design, guidelines, marketing templates, presentation templates and cultural tools.
About Maddocks A leading Australian law firm, Maddocks acts for government and corporate clients from Canberra, Melbourne and Sydney. Specialist teams, deep sector expertise and an intimate understanding of Australia’s commercial, government and regulatory landscapes make the firm a first call for complex, high-stakes work. Founded in 1885, Maddocks has spent 140 years staying ahead of its industry rather than settling into it. That innovative spirit still drives the value and service it delivers for clients.
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