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Brand Central is a helpful guide for promoting the Burges Salmon brand to clients and business partners.
Here you’ll find information on our core values, our market positioning and brand pillars, visual identity and tone of voice.
You’ll also find hints and tips for when speaking to clients about the firm, or when showcasing our expertise through written articles on our website.
In an evolving legal market, we want to stay ahead of the competition.
We know we provide our clients with the very best legal advice and deep sector insight. Supporting our credentials with a strong brand helps to set us apart from other law firms.
Brand Central provides guidance on how to be consistent and clear when we are communicating as Burges Salmon and interacting with clients, so we can continue to build a strong, recognisable brand – one that reflects our deliberately distinctive approach and supports our ambition to be the firm that clients and talented people choose.
Our values set the tone and ethos for how we run the business and make it the best place to thrive, upholding our reputation and supporting our continued success. They underpin our strategy, shaping how we grow our people, deliver genuine impact and build deep, lasting partnerships with our clients.
Our brand positioning is how we present ourselves to our clients and business partners.
It’s how we communicate what we stand for, why we excel at what we do, and why clients should choose to work with us and continue working with us.
We are a firm that has always been prepared to do things in our own distinctive way. We are confident in the strength and unifying nature of our culture and values, and being the firm that clients and talented people choose.
Being a responsible business is key to who we are – enabling us to support you with your own response to these opportunities.
We’re down to earth, straightforward and strategically switched on. You benefit from our specialisms in complex legal areas, along with outstanding sector insight and clear, consistent advice.
We’re always accessible and always responsive, focused on delivering genuine value for you.
Above all, you’ll find our commercial edge is matched by a genuine caring culture – for you, for our people and for the wider communities around us.
It’s what makes us a law firm you can trust. One you’ll enjoy working with.
Here is a stripped back summary of this brand positioning, or ‘elevator pitch’, which you can tailor as needed depending on who you’re speaking with:
Burges Salmon CARES represents our five brand pillars:
The pillars capture why clients choose us, showcasing our focus on client relationships, our people and our caring culture, and our commitment to being a responsible business
When you’re meeting people outside of the firm, such as clients, business partners or friends, you can use the following summaries and example stories to bring our brand pillars to life, and to demonstrate what makes us deliberately distinctive.
When you’re meeting people outside of the firm, such as clients, business partners or friends, you can use the following summaries and example stories to bring our brand pillars to life, and to demonstrate what makes us deliberately distinctive.
A culture of fairness and support runs through the heart of our business. Our commercial edge is matched by genuine care – for you, for our clients and for the wider communities around us. We listen with intent, value every voice, and create the best place for our people to thrive.
In January 2026, we were recognised as RollOnFriday’s Best Law Firm to Work At 2026, marking an unprecedented fifth consecutive year at the top of the rankings.
The firm achieved an impressive 85% score, supported by a particularly strong response rate from our people. We have now consistently topped this survey since 2022, reinforcing our reputation for fostering an exceptional workplace culture
Roll on Friday’s Best law firm to work at
We’re ambitious about where we’re going – focused on our chosen sectors, complex work and disciplined growth. We expect great things of ourselves and each other to deliver the best results for clients.
In April 2026, we were delighted to announce the appointment of 20 new directors across the firm, with effect from 1 May 2026.
These promotions represent the firm’s largest director appointment round to date and reflect our continued focus on strengthening leadership capability across the business, creating clear leadership pathways for exceptional talent.
The firm has also appointed two Business Services directors for the first time, recognising the specialist leadership and expertise provided by our Technology and Transformation teams, which play a critical role in supporting client delivery.
Record number of director appointments
Being a responsible business is key to who we are. Our work in this area – focused around People, Place and Planet – is meaningful and intended to create lasting impact.
In July 2025, we raised over £33,000 for Young Bristol, the charity recognised as Bristol’s leading provider of community-based youth services supporting young people aged 8-25.
In celebration of Young Bristol’s 25th anniversary of their Pooles Wharf Outdoor Activity Centre, over 240 people from across the firm took part in a 25-hour continuous canoe relay along the River Avon and Bristol docks with an aim to raise at least £25,000 to support the future of the centre. Supporting us was a team of instructors and volunteers from Young Bristol who accompanied all paddlers throughout the 25 hour period.
£33,000 raised in aid of Young Bristol
We’re specialists in complex legal areas, with outstanding sector insight. We set high standards and are trusted to lead confidently through complexity in sectors that are shaping the future.
In November 2025, it was announced we are appointed to Crown Commercial Service’s (CCS) (Government Commercial Agency as of 1 April 2026) Legal Panel for Government agreement (RM6360) Lot 1 – Core Legal Services, Lot 2 – Major Projects and Complex Advice and Lot 5 – Rail Legal Services, allowing the firm to continue supporting UK Government legal departments, public sector bodies and related entities.
Being named as a supplier across these three lots on the CCS (now GCA) Legal Panel for Government agreement reflects our commitment to the consistent provision of high-quality legal advice and our reputation for outstanding client service, with our inclusive culture setting us apart as a dependable legal advisor to the Government for over 20 years.
Burges Salmon named on Crown Commercial Service’s Legal Panel
We stand side-by-side with our clients to build deep, lasting partnerships. We are focused on delivering genuine value and being a firm that cares and listens to our clients.
In October 2025, we announced how we advised Tritax Big Box (BBOX), the largest listed investor in high-quality logistics warehouse assets in the UK, on the real estate aspects of its acquisition of around £1.03 billion of logistics assets from private equity giant, Blackstone.
This deal comprised of £632 million in cash and £375 million in newly issued BBOX shares, with Blackstone now taking 8.6% ownership in BBOX. The acquisition will help Tritax boost its urban and small-box logistics offerings and expand its geographical footprint across the UK.
This one-of-a-kind acquisition involved an extraordinary, collaborative team effort from our Real Estate and Corporate teams, praised by the client for the level of service and technical support.
Burges Salmon advises on real estate aspects of £1bn UK logistics deal
A culture of fairness and support runs through the heart of our business. Our commercial edge is matched by genuine care – for you, for our clients and for the wider communities around us. We listen with intent, value every voice, and create the best place for our people to thrive.
In January 2026, we were recognised as RollOnFriday’s Best Law Firm to Work At 2026, marking an unprecedented fifth consecutive year at the top of the rankings.
The firm achieved an impressive 85% score, supported by a particularly strong response rate from our people. We have now consistently topped this survey since 2022, reinforcing our reputation for fostering an exceptional workplace culture
Roll on Friday’s Best law firm to work atWe’re ambitious about where we’re going – focused on our chosen sectors, complex work and disciplined growth. We expect great things of ourselves and each other to deliver the best results for clients.
In April 2026, we were delighted to announce the appointment of 20 new directors across the firm, with effect from 1 May 2026.
These promotions represent the firm’s largest director appointment round to date and reflect our continued focus on strengthening leadership capability across the business, creating clear leadership pathways for exceptional talent.
The firm has also appointed two Business Services directors for the first time, recognising the specialist leadership and expertise provided by our Technology and Transformation teams, which play a critical role in supporting client delivery.
Record number of director appointmentsBeing a responsible business is key to who we are. Our work in this area – focused around People, Place and Planet – is meaningful and intended to create lasting impact.
In July 2025, we raised over £33,000 for Young Bristol, the charity recognised as Bristol’s leading provider of community-based youth services supporting young people aged 8-25.
In celebration of Young Bristol’s 25th anniversary of their Pooles Wharf Outdoor Activity Centre, over 240 people from across the firm took part in a 25-hour continuous canoe relay along the River Avon and Bristol docks with an aim to raise at least £25,000 to support the future of the centre. Supporting us was a team of instructors and volunteers from Young Bristol who accompanied all paddlers throughout the 25 hour period.
£33,000 raised in aid of Young BristolWe’re specialists in complex legal areas, with outstanding sector insight. We set high standards and are trusted to lead confidently through complexity in sectors that are shaping the future.
In November 2025, it was announced we are appointed to Crown Commercial Service’s (CCS) (Government Commercial Agency as of 1 April 2026) Legal Panel for Government agreement (RM6360) Lot 1 – Core Legal Services, Lot 2 – Major Projects and Complex Advice and Lot 5 – Rail Legal Services, allowing the firm to continue supporting UK Government legal departments, public sector bodies and related entities.
Being named as a supplier across these three lots on the CCS (now GCA) Legal Panel for Government agreement reflects our commitment to the consistent provision of high-quality legal advice and our reputation for outstanding client service, with our inclusive culture setting us apart as a dependable legal advisor to the Government for over 20 years.
Burges Salmon named on Crown Commercial Service’s Legal PanelWe stand side-by-side with our clients to build deep, lasting partnerships. We are focused on delivering genuine value and being a firm that cares and listens to our clients.
In October 2025, we announced how we advised Tritax Big Box (BBOX), the largest listed investor in high-quality logistics warehouse assets in the UK, on the real estate aspects of its acquisition of around £1.03 billion of logistics assets from private equity giant, Blackstone.
This deal comprised of £632 million in cash and £375 million in newly issued BBOX shares, with Blackstone now taking 8.6% ownership in BBOX. The acquisition will help Tritax boost its urban and small-box logistics offerings and expand its geographical footprint across the UK.
This one-of-a-kind acquisition involved an extraordinary, collaborative team effort from our Real Estate and Corporate teams, praised by the client for the level of service and technical support.
Burges Salmon advises on real estate aspects of £1bn UK logistics dealTone of voice is how we say the things we want to say.
It’s important, as choosing the right words reflects who we are and what we believe in. If we communicate consistently, we can set ourselves apart from other legal firms by building recognition and trust among our audiences, as well as driving deep, lasting partnerships with our clients.
Here are our tone of voice principles to help you when you’re representing Burges Salmon in your communications:
