Exclusive: JSA unveils new brand identity as it celebrates 35 years

JSA Advocates & Solicitors has unveiled a new brand identity to celebrate 35 years of its existence.

The firm was founded in 1991, the year India liberalised its economy.

The new identity retains the JSA name, now rendered bold and capitalised, anchored by an infinity symbol. As per the firm, the infinity reflects endless possibilities, enduring client relationships that span generations of businesses, the continuity of an institution built to outlast any individual and the balance of perspectives. A release by the firm states,

"Its two loops, meeting at a single point of equilibrium, carry forward the spirit of the firm’s original rising-sun symbol: heritage flowing into the future in one unbroken line.

The identity is set in a palette of deep burgundy, gold and ivory, the colours of conviction, confidence, authority and strength; gold, rendered in the infinity itself, symbolises value and excellence; ivory holds the identity to clarity and integrity."

Accompanying the logo is a specially created “35 Years” monogram.

JSA was established by Jyoti Sagar along with Berjis Desai as a deliberate departure from the family-held firm structures of its time. It has an elected executive committee, joint managing partners chosen by the partnership, a transparent equity model and a one-firm, one-balance-sheet approach across its offices.

The firm today comprises over 180 partners and 800 lawyers, operating from 10 offices across 7 cities, with more in the pipeline.

Joint Managing Partners Vivek Chandy and Amar Gupta said in a joint statement,

“JSA was built on ideas that were ahead of their time - meritocracy, transparency, and the institution before any individual. The new identity takes those core elements of the Firm and projects them forward. The bold, capitalised JSA is the institution taking its due prominence; the infinity is our promise of what it will always deliver — enduring relationships, balanced counsel, and limitless solutions for whatever India’s businesses do next. This is the same firm our founders envisioned in 1991, now speaking with the confidence of a vision realised, and with one ambition: to be the finest Indian law firm.”

Partner and member of the firm’s executive committee Vikram Raghani said,

“35 years is a momentous occasion for India’s first non-family led meritocratic firm. Today we are over 800 lawyers in 10 offices across 7 locations, launching GIFT City soon and offices in other cities very shortly. Our rebranding is a celebration of the principles and values JSA stands for and the success of an inclusive, diverse partnership with an elected management. Our new symbol is reflective of where the firm stands today - an emboldened firm of the future entering a new phase of growth.”

The new identity is the outcome of an exercise led by partners Madhurima Mukherjee Saha, Nisha Kaur Uberoi, Probir Roy Chowdhury and Vikram Raghani, in consultation with the executive committee.

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