Global 50 law firm Goodwin Procter LLP announced today that it has adopted Goodwin as its brand name and Unprecedented as its brand promise. The firm also unveiled a new visual identity and a new website as part of a comprehensive brand strategy.
“Our new brand reflects the evolution of the firm over the last 15 years, and focuses on why we do what we do, which for us means constantly striving to find creative, innovative solutions that will enable our clients’ success,” said David M. Hashmall, Goodwin’s Chairman. “We believe that law must anticipate the future, define it and react to it all at once. Our brand promise – Unprecedented – reflects this view and embodies our resolve to practice law with integrity, ingenuity, agility and ambition. This belief has been at the core of Goodwin’s culture for more than a hundred years and is crystalized in our updated brand.
Visit the firm’s new website at www.goodwinlaw.com.
Goodwin also announced that it has relocated its Boston office – the firm’s oldest and largest – from 53 State Street in the Financial District to a Silver LEED-certified, built-to-suit tower at 100 Northern Avenue in the city’s Seaport District.
“100 Northern Avenue is the fifth Boston address in Goodwin’s 104 years in the city, and the first not on State Street,” said Andrew C. Sucoff, Goodwin’s Boston Office Chair. “Our move to the Seaport District – made possible by the vision of Goodwin’s Chairman Emeritus Regina Pisa – is a significant milestone, emblematic of our evolution as a firm from a traditional Boston institution to an innovative leader. Calling 100 Northern Avenue our new home gives us the exciting opportunity to be a part of a thriving, revitalized community, alongside high-tech, biotech and other innovative companies, many of whom are also our clients.”
As the anchor tenant, Goodwin occupies floors seven through 17 as well as a portion of the sixth floor, or approximately 375,000 square feet in total of 100 Northern Avenue’s commercial space. The building is located adjacent to Boston’s prestigious Institute of Contemporary Art and overlooking The Public Green and six-acre Fan Pier Marina.
Goodwin’s Boston office was established in 1912 and today is home to more than 400 attorneys who serve a wide variety of clients in both business law and litigation.
The firm’s new Boston address is as follows: 100 Northern Avenue, Boston, MA 02210. The office’s phone and fax numbers remain unchanged.