Bradley Arant Boult Cummings rebrands as Bradley

US law firm Bradley Arant Boult Cummings has rebranded as Bradley.

The change comes as part of a “strategic rebranding exercise” and includes a new logo and signage.

The firm will also unveil a new website this month.

It will be known as Bradley, but its legal name remains as Bradley Arant Boult Cummings.

Earlier this month, it hired three intellectual property specialists including two partners and one counsel.

Beau Grenier, chairman of the board and managing partner, said: “It is not enough simply to change our logo and shorten our name. This deliberate exercise ties our extraordinary history together with our core values and our culture today, with the same principles of integrity and passion that have guided us since our firm was founded.”