Press Release

Much Launches New Brand Identity

Logo and Marketing Assets Embody Firm’s Personality, Culture and Commitment to Meeting Evolving Client Needs


2 minute read

Much Launches New Brand Identity

Much Shelist is pleased to announce that the firm has launched a new logo and an enhanced brand identity. Established nearly 50 years ago by Morrie Much and Michael Shelist, two young attorneys who wanted to practice law differently, Much maintains the same collaborative and entrepreneurial culture that was so important to its founders.

What started as a small firm focused on real estate and estate planning has expanded into a full-service business law firm structured around three pillars: business and legal counseling, transactions, and litigation and dispute resolution. From M&A and private equity, employment law and intellectual property to blockchain and other emerging issues, the firm serves clients of all sizes and at every stage of development. Today’s Much is a team of 175 creative, strategic, business-minded attorneys and staff who work hard to identify opportunities and overcome obstacles for clients.

“While Much has remained true to our founding mission and values, we’ve adapted as a firm to remain competitive and relevant, and we want our brand to tell that story of hard work, forward momentum and unwavering client commitment,” said Mitchell S. Roth, Managing Partner of Much. “When you see our logo and hear our name, we want you to think – smart, nimble, sophisticated, responsive, trustworthy. Because, believe me, you’re working with a team of professionals who punch above their weight.” 

The comprehensive rebrand includes a new logo, letterhead, business cards, marketing collateral and building signage, as well as an updated website and other marketing assets. Although the firm’s legal name will remain Much Shelist, P.C., its brand name has been shortened to Much. The new identity:

  • Reflects the firm’s entrepreneurial spirit and ability to stand out in a crowd. 
  • Utilizes bold colors that instill confidence and inspire feelings of loyalty, trust, integrity and responsibility.
  • Incorporates a stylized “M” symbol that represents the journey the firm takes with its clients – upward and onward.
  • Adopts a shortened brand name that can be easily pronounced and spelled.

“Our goals in developing a new logo were to enhance our existing brand, capture who we are as a firm today and look to the future,” said Michael C. James, Director of Marketing at Much. “Like everything we do here, it was a highly collaborative team effort. Today’s launch marks an important moment in our evolution. It reinforces our solid reputation in the marketplace and reflects where we see ourselves heading in the future.”