Clio’s new identity, with Wolff Olins, marks a shift from tool to platform

Clio, best known for practice management software for law firms, unveiled its first new logo and visual identity in 18 years during the opening keynote of ClioCon 2026 in Boston on 26 October. The company’s announcement credits the brand consultancy Wolff Olins as its partner on the work, and a redesigned clio.com launched the same morning.

What changed

The previous checkbox-and-clock logo has been retired. The new mark is a blank square surrounded by eight circles. According to the ABA Journal’s report on the keynote, the square stands for a single view into a lawyer’s practice and the circles for the different kinds of legal work the platform brings together. The identity is rolling out across the product, a redesigned website, events and communications.

The strategy behind it

Clio says the goal is to move the brand beyond practice management and present it as a platform for legal professionals and institutions worldwide, while keeping the warmth that small firms associate with it. The company states that its commitment to solo and small practices stays the same.

Takeaway

This is a familiar pattern for software brands that outgrow their first product: the mark stops depicting one feature and becomes a container for many. A simple geometric idea like a square in a ring of circles holds up at app-icon size while leaving room for a richer system around it.