When a Logo Turns Heads: The Scottish Law Firm Mix-Up

Shepherd and Wedderburn rolled out a new logo, and it caught people’s eyes immediately. The “S” and “W” initials, overlapped in clean circular shapes, looked familiar—too familiar, some said, echoing Serena Williams’ jewelry brand. What was meant to feel sleek and modern ended up sparking debate online and in design circles.

The firm wanted a logo that felt fresh and approachable. They aimed for something balanced and polished, a design that would look sharp on both office signage and digital platforms. The overlapping letters and circular accents were meant to create symmetry and flow, giving the brand a contemporary edge. In a crowded visual world, however, even simple, elegant choices can unintentionally echo another brand.

The firm calls it a coincidence. A law office and a jewelry line operate in different spaces, they point out, and no one is likely to confuse the two. Still, the situation highlights just how tricky logo design can be. Big brands like Apple and Walmart have faced similar scrutiny when changing their look, proving that every curve, angle, and spacing matters.

A logo can say more than words ever could. The swoop of a letter, the space around a curve, the way shapes meet—they all send a message. For Shepherd and Wedderburn, a few simple lines became a story. They show how a small design choice can shape how a brand is seen and remembered.