Talking Trade Finance

Sullivan & Worcester Moves Forward As 'Sullivan' and Rebrands With a New Logo and Shorter Name

Posted by Simon Cook on Apr 29, 2019 4:54:14 PM

International law firm Sullivan & Worcester LLP has today unveiled a dynamic new brand and logo.

The firm will now be known as "Sullivan" and, in conjunction with the name change, has revealed a bold, striking logo intended to graphically symbolise the forward-thinking and creative approach that the firm brings to client matters.

"Sullivan has always been a firm of innovative and strategic thinkers with a keen focus on getting positive outcomes for our clients. Our new brand and logo capture our firm’s energy," said Joel Carpenter, managing partner of Sullivan.

"Sullivan lawyers have always been known as thoughtful and committed professionals. Our prior visual brand represented that history, and our new brand couples that history with the energy and spirit of innovation that characterises our present and future. I’m very excited about taking this message to the market."

Sullivan has also updated its advertising and website campaigns with a client-facing approach, asking clients to consider "What’s Your Next?" The firm’s new URL is

Geoffrey Wynne, head of the Trade & Export Finance Group and Sullivan's London office, added: "For our trade and export finance practice – and the London office more generally – re-invigorating the firm’s brand should be seen as a clear indicator that we will continue to focus on helping our clients to achieve their aims and to help them get deals done."

Sullivan’s new logo is a bold-faced depiction of the firm’s name with a colourful burst over the "i." Beneath the new logo and in smaller type is the firm’s legal moniker, which remains Sullivan & Worcester.

The firm’s Israeli joint venture, formerly known as ZAG-S&W, will now co-brand with Sullivan to form one cohesive, internationally-recognised brand.

About Sullivan

Sullivan (formerly known as Sullivan & Worcester) represents clients that represent the future.

From investment management, taxation, real estate, including sophisticated REIT and opportunity zone structures, to blockchain ventures and complex business transactions and related disputes, Sullivan’s nearly 200 lawyers in Boston, London, New York, Tel Aviv and Washington, DC, guide organisations that are rewriting the rules.

Sullivan's clients, including Fortune 500 companies and emerging businesses, rely on the firm’s strategic vision, comfort with complexity and intense focus on results.

ZAG / Sullivan (formerly ZAG-S&W) — a joint venture between Israel-based Zysman, Aharoni, Gayer & Co. and Sullivan & Worcester LLP — provides counsel to Israel-based companies and U.S. companies with Israeli interests on a variety of legal matters including access to capital markets, international tech IPOs, mergers and acquisitions, and tax.

For more information please visit

Sullivan 4c

About the Blog

Talking Trade Finance is here to provide you with all of the latest updates in the Trade & Export Finance Industry.

The material on this site is for general information only and is not legal advice. No liability is accepted for any loss or damage which may result from reliance on it. Always consult a qualified lawyer about a specific legal problem.

Meet the Editor


Simon Cook is a partner in the Trade & Export Finance Group in Sullivan & Worcester’s London office. He has experience in a wide variety of banking and finance transactions, including structured trade and commodity finance, project finance, warehouse finance, supply chain finance, ECA finance and borrowing-base facilities. He advises on transactions across emerging markets for both lenders and borrowers notably in the oil, telecoms, soft commodities and metals sectors in Africa and the Middle East, where he was based for four years. Simon also acts for industry bodies and is a member of ITFA’s Africa Regional Committee.


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