Why the Rebrand?
The new year brings exciting news from our firm in the form of a new brand identity. It’s a good time to pause and tell you a little about why we undertook this initiative. As you know, organizations rebrand for many reasons. Ours wasn’t driven by necessity—it was driven by intention.
The firm wanted to take a deliberate step forward with the goal of honoring our history while positioning the firm for what is next.
That’s why, as Simmons Perrine Moyer Bergman PLC prepared to enter its 110th year, we took a thoughtful look at how we present ourselves to the clients we serve and the communities we’re part of. The result of this year-long effort is a streamlined name, a refreshed visual identity, and a new website that reflects who we are today and where we’re headed next.
An Intentional Step Forward
Since 1916, our firm has been defined by excellence, integrity, and a deep commitment to our clients. Those values haven’t changed—and they never will.
Our shortened name, Simmons Perrine PLC, honors the firm’s legacy while providing clarity and simplicity in a modern legal landscape. It reflects the way our clients know us, and the way we have continued to grow.
This wasn’t about changing who we are. It was about expressing it more clearly—recognizing where we came from, where we are today, and where we’re going.
Built Together, From the Inside Out
One of the most important aspects of this rebrand is how it came to life. The process was intentionally collaborative, with attorneys, paralegals, and professional staff across the firm contributing ideas, perspectives, and feedback. From early conversations about our identity to discussions about how we want clients to experience our firm, this effort reflected the collective voice of Simmons Perrine PLC. The result is a brand that feels authentic because it is—shaped by the people who live it every day.
Designed to Move Us Forward
The refreshed brand offers a modern expression of the values that have guided Simmons Perrine PLC for generations. It supports how we work today—collaboratively across more than 30 practice areas, serving individuals, families, businesses, and institutions locally, nationally, and globally.
Our new website, sp.law, is part of that same forward-looking approach. It’s designed to make it easier for clients to access information, connect with our attorneys, and understand the depth and breadth of our capabilities.
Grounded in Trust. Focused on the Future.
Our growth has always been tied to the success and growth of our clients. As they’ve evolved, so have we—expanding our services, deepening our expertise, and continually raising the standard for how we serve.
This rebrand marks the next chapter in that story. We remain mindful of the trust generations of clients have placed in Simmons Perrine PLC, and we’re committed to building on that foundation with clarity, purpose, and pride.
Learn more about our firm at https://www.sp.law/our-firm/.