Ince Gordon Dadds Group plc, the London-based legal and professional services business, has announced it has changed the brand name of its legal businesses to 'Ince' following an internal review. The firm explained the move is the next logical step for the legal practice following the merger between Ince & Co LLP and Gordon Dadds LLP on 31 December 2018. Ince & Co entered administration on 31 December last year with insolvency specialist Quantuma handling the process. Gordon Dadds acquired the business for a total of £27.3m in a pre-pack deal. Most of Ince Gordon Dadds LLP's affiliated entities including the international offices will be known as Ince. This includes offices in London, Cardiff, Hamburg, Cologne, Piraeus, Gibraltar, Dubai, Singapore, Hong Kong, Shanghai and Beijing. Bringing to life Ince's broad service offering across complex disputes, transactions and projects, the new company strapline is 'In any case'.

Brand review

As part of the brand review, Ince Gordon Dadds' London-based private client and family practice will now be known as 'Gordon Dadds'. The practice will move to a new office location in West London in June, a strategic move aimed at better serving its existing client base. Following its rebrand from Metcalfes Solicitors to Ince Metcalfes in April, the Bristol-based firm acquired by the Gordon Dadds Group last year, will retain its name. The firm says clients of can continue to expect the same level of service and all Ince offices are united by the new values of connection, agility, clarity and entrepreneurship. 

Simplified branding

The simplified branding reflects each unit's distinct market and service offerings, as well as their brand legacies. The new brand represents the culmination of the business's strategy of acquisition and integration that will have grown revenues to over £100 million in the coming year. Adrian Biles, managing partner of Ince and chief executive officer of Gordon Dadds Group plc, said: 'This is an exciting moment for our business. The Group has had a stellar year, expanding both the services we can offer our clients, as well as our international footprint. This name change represents the culmination of everyone's hard work over the last six months.' Mr Biles added: 'With the behind-the-scenes integration of both firms well under way, establishing separate brands was the next logical step for Ince and Gordon Dadds. This acquisition strategy has been hugely successful for the Group, growing revenues to over £100 million in the coming year. With these identities in place, both are in an even stronger position to service their distinct markets with their specialist offerings.'