Adams & Reese launches new brand, signaling next chapter in ongoing growth

Client-driven refresh comes as firm celebrates 75th anniversary in 2026.

Adams & Reese, an AmLaw 200 firm with a 75-year legacy, announces a comprehensive rebrand and website refresh. The redesign marks a significant milestone for the firm, capping off a quarter century of substantial growth and reinforcing its commitment to building collaborative partnerships with clients.

“Our clients are growing, and so are we,” said Gif Thornton, Managing Partner at Adams & Reese. “This initiative is an evolution, not a reinvention. We remain trusted partners and zealous advocates that our clients have relied on for 75 years. This is a refreshed identity, reflecting an even deeper understanding of our clients’ evolving needs, as we continue to collaborate as their business and legal partners across our footprint and beyond.”

Founded in 1951, Adams & Reese has more than 320 attorneys and advisors in 18 offices across 10 states and DC, with legal representation in more than 75 practice areas. In a recent story with ALM/Law.com, Adams & Reese reported that revenue has increased 42% since 2020.

Since the turn of the century, Adams & Reese has expanded its footprint by opening 12 offices and adding a net increase of approximately 100 attorneys and advisors. Through law firm acquisitions, lateral hires, and law school recruiting, Adams & Reese has strengthened its offerings to industries such as construction and financial services, as well as its core practices in commercial litigation, government relations, global intellectual property, and corporate services. The firm also recently added leading attorneys in the aviation and aerospace and alcohol and hospitality sectors.  

“As you can see by our growth, we are committed to being the firm of choice in the practice areas, industries, and markets where our clients are doing business. This rebrand is a visual representation of our ongoing investment to always put clients first and to assemble the best team to provide the right solutions anytime, anywhere,” said Thornton. “We are strategically positioned in the fastest-growing regions in the country, where people are moving, jobs are growing, and business is booming, particularly across the Southeast and Texas.”

In 2023, Adams & Reese engaged New York-based branding agency and communications firm Starfish to launch the rebranding initiative. A rebrand committee, led by Thornton, CMO Laura Sillars, and additional firm leadership, interviewed clients about what defined and differentiated Adams & Reese in the legal industry. Client input, market research, and feedback from the firm’s attorneys and advisors also helped guide the brand evolution.

The new Adams & Reese logo and color palette features a bold red, symbolizing strength, stature, and confidence. The dark blue embodies sophistication with personability. The ampersand expresses connectivity and collaboration, core values of Adams & Reese.

“Being connected to our clients, our communities, and to each other has always been in our firm’s DNA, and a refreshed brand identity is more than just a visual update – it’s a catalyst for business growth,” Sillars said. “Through our new logo’s color palette, typography, and graphic elements, it communicates our professionalism, credibility, culture, longevity, and differentiating qualities. We are confident, trustworthy, about the win, and pragmatic when needed, because that achieves the best results for our clients.”

In conjunction with Starfish, Adams & Reese worked with New York-based technology firm Reflexions to redesign the firm’s website. The new Adams & Reese website improves the site layout and navigation and enhances content presentation, all to ensure an intuitive, engaging, and optimized visitor experience.

Adams & Reese also developed a new corporate tagline – “Where You Want to Be” – that speaks to the firm’s commitment to being a destination for clients, lateral attorneys, law graduates, and all legal professionals.

“Because of our values, our culture, and the way we work across practice areas, Adams & Reese is where legal professionals want to be, and Adams & Reese is where clients want to be because of the way we take on their challenges as our own,” Thornton said. “Fundamentally, we are enhancing what already makes Adams & Reese strong: a higher level of service, deeper collaboration, and a renewed focus on growth. This marks the beginning of a new era, where Adams & Reese is even better positioned to serve our clients.”

About Adams & Reese

Founded in 1951, Adams & Reese is one of the largest law firms in the nation and is included among the AmLaw 200, NLJ 500, and Law360 Top 400 firms. Representing clients in more than 75 practice areas, Adams & Reese has more than 320 attorneys and advisors across 10 states (Alabama, Colorado, Florida, Georgia, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Texas) and Washington, DC. Adams & Reese is known for its commitment to its communities with its pro bono program (CA&RE) and its community service program (HUGS), donating time and financial assistance to more than 100 organizations, bar associations, and nonprofits across the firm’s footprint.