From practice management pioneer to global legal AI leader, Clio unveils new brand identity
Revealed at ClioCon 2026, a reimagined visual identity marks a defining chapter in Clio's 18-year history, reflecting its...
- Clio unveiled a new brand identity at ClioCon 2026, reflecting its shift from practice management software to a global legal AI company.
- Clio says its commitment to solo and small firms is unchanged, even as it now serves large firms, corporate legal teams, government agencies and courts.
- The new look, developed with Wolff Olins, appears across Clio's platform, redesigned website and global presence, and is built around a logo with a square formed in negative space.
Revealed at ClioCon 2026, a reimagined visual identity marks a defining chapter in Clio’s 18-year history, reflecting its transformation from a practice management pioneer to a global legal AI leader.
Clio, the global leader in legal AI, today unveiled a reimagined visual identity marking a defining moment in its eighteen-year history. Expressed across Clio’s platform, redesigned website, and global presence, the refreshed identity captures its transformation from a pioneer in practice management into a global platform serving legal professionals and institutions across the legal industry, reflecting its increasingly influential role in shaping the future of legal technology.
Since its founding in 2008, Clio has grown from helping solo and small law firms run their practices to serving more than 400,000 legal professionals in over 130 countries. Its reach now extends to the world’s largest law firms, corporate legal departments, government agencies, and the judiciary. Along the way, Clio has broadened its role in the profession, connecting the business and practice of law through technology, authoritative legal knowledge, and AI. This transformation has positioned Clio at the forefront of a fundamental shift in how legal professionals work and how technology supports the profession.
The refreshed new brand reflects Clio’s conviction that the legal industry runs on Clio, a statement grounded in nearly two decades of trust and its growing presence across the profession. As Clio continues to broaden its role in the industry, its founding mission to transform the legal experience for all remains unchanged, with a longstanding commitment to solo and small firms alongside its work with larger legal organizations and institutions.
“Clio began with a simple belief that technology could fundamentally transform the practice of law. Eighteen years later, we’re defining an industry where legal expertise, knowledge, and AI come together in entirely new ways,” said Jack Newton, CEO and Founder of Clio. “Our reimagined brand identity reflects how far we’ve come and the future we’re building for the legal profession.”
An identity shaped for the legal industry Clio serves
At the heart of the refreshed visual identity is a redesigned logo that captures Clio’s place within an increasingly connected legal industry. A square formed through negative space at its center represents Clio, while the surrounding elements symbolize the different dimensions of legal work that come together through its platform. The result is a distinctive visual identity that reflects the breadth of Clio’s role while retaining a recognizable connection to its origins.
That connection builds on what legal professionals already trust Clio to bring together: their clients, matters, documents, and the operations of their practices. Clio adds authoritative legal knowledge and AI to that foundation, drawing on its understanding of how legal practices work. When the law, the context of a matter, and a firm’s own knowledge inform the work together, legal professionals and their AI have more to draw on. That context creates capability, helping a firm’s expertise and judgment carry through more of its work.
“When a company becomes central to how an industry works, its identity carries a responsibility to stand for something bigger,” said Reagan Attle, Chief Marketing Officer at Clio. “We wanted to create an expression of Clio that matches the significance of what our customers do every day and the future we’re helping them build. It’s a statement of confidence in the legal profession, in the possibilities ahead, and in our commitment to move the industry forward.”
A bold visual expression of the next chapter
Developed in collaboration with global brand consultancy Wolff Olins, Clio’s reimagined identity represents a comprehensive reinvention of how the company looks, feels, and communicates. The creative direction establishes a more distinctive and confident presence across every interaction with Clio, from its products and digital experiences to its events and communications, while preserving the warmth and approachability that have long defined its relationship with legal professionals. The redesigned Clio website offers a first look at this vision brought to life.
“Clio has earned the trust of legal professionals who rely on it to run their practices every day,” said Amanda Munilla, Global Principal at Wolff Olins. “Our aim was to create a brand strategy and identity that reflect the strength and credibility Clio has built over nearly two decades, while capturing the confidence and ambition of where the company is headed as an AI-driven legal tech company. Clio is equally at home in the world’s largest law firms and in the hands of a solo practitioner. The new brand signals that Clio is the partner with the deepest legal context, giving it the ability to run the legal worlds of its customers. “
Wolff Olins is one of the world’s most influential brand consultancies, with more than six decades of experience shaping the identities of globally recognized organizations, including Uber, TikTok, Microsoft, Instacart, and The Metropolitan Museum of Art. Its work spans technology, business, and culture, with a reputation for developing some of the most distinctive and recognizable brands in the world.
To learn more about Clio’s reimagined identity and explore how its refreshed look and vision come to life across the company, visit clio.com.
About Clio
Clio is the global leader in legal AI, powering legal work across the profession, from law firms of every size to corporate legal teams, government agencies, and courts. Its Intelligent Legal Work Platform unites the business and practice of law, connecting the people, information, and processes behind legal work. Clio’s AI brings the context together with legal sources drawn from Clio Library, a growing collection of more than one billion legal documents. Over 400,000 legal professionals in more than 130 countries rely on Clio to run their legal world. Learn more at www.clio.com.
Source : Clio
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