The "blanding" of Freshfields' logo

• Its new look is a prime example of blanding, an unmourned trend from the late teens wherein luxury goods companies including Burberry, Yves Saint Laurent, Fendi, and Chanel all found themselves sporting seemingly interchangeable bold black sans-serif all-caps logos.
• Fashion is now moving the other way — serifs are cool again — but that hasn't stopped Freshfields from adopting a face that, according to senior partner Georgia Dawson, reflects "the dynamic and entrepreneurial spirit of the firm."

The bottom line: As one German lawyer noted on X, surely Freshfields could have come up with something "fresher" than this.