Linklaters Tone of Voice — Magic-Circle & London

Tagline: "Great Change Is Here"

Industry: Law

Sector: Services

How Linklaters Communicates

Linklaters ties law to navigating great change. "Great Change Is Here" frames the London Magic Circle firm around helping clients through transformation in business and regulation — elite, forward-looking, corporate. The voice is change-ready-law and confident, selling readiness for a shifting world, positioning Linklaters around being one of the top global Magic Circle firms, advising major corporations and financial institutions on the deals, disputes, and regulatory shifts that come with an era of constant change.

Tone Words

Linklaters's brand voice is defined by the following tone words: Magic-Circle, London, Corporate.

Communication Style

Language Style: Change-ready-law
Sentence Type: Statement
Tense: Present
Expression: Straightforward

Linklaters Brand Story

Founded 1838. London Magic Circle firm. 3,000+ lawyers. Strong corporate, banking, disputes. Global network.

Brand Message

Global Magic Circle law firm

Brand Mission

Be the leading global law firm

Brand Positioning

Core Concept: Magic Circle corporate

Central Tension: Tradition vs. Innovation

About Linklaters

Linklaters LLP is a British multinational law firm, headquartered in London. Founded in 1838, it is one of the five 'Magic Circle' law firms known for their corporate and financial expertise. It currently employs about 3,100 lawyers in 30 offices across 20 countries. In financial year 2024-25, Linklaters reported revenues of £2.32 billion and average profits per equity partner of £2.2 million. In the UK, the firm has top-tier rankings across many practice areas, including corporate/M&A, capital markets, litigation, banking and finance, restructuring and insolvency, antitrust and tax. In 2021, Linklaters was ranked second for the number of FTSE 100 clients. For direct deals by institutional investors in the first half of 2016, Linklaters tied for first place. In the 2021 Global Law Firm Brand Index, Linklaters was named as having the world's fourth strongest brand.

Frequently Asked Questions About Linklaters

What is Linklaters's tone of voice?

Linklaters uses a magic-circle, london, corporate tone of voice. Their communication is change-ready-law, typically using statement-style sentences in the present tense. Their tagline "Great Change Is Here" exemplifies this voice.

How does Linklaters communicate with customers?

Founded 1838. London Magic Circle firm. 3,000+ lawyers. Strong corporate, banking, disputes. Global network.

What is Linklaters's brand message?

Linklaters's core message: Global Magic Circle law firm Their mission: Be the leading global law firm

What is Linklaters's slogan?

Linklaters's slogan is "Great Change Is Here". It carries their magic-circle, london, corporate voice.

What is Linklaters's mission?

Linklaters's mission: Be the leading global law firm

What makes Linklaters's brand voice unique?

Linklaters stands out through their magic-circle, london, corporate communication style. Their central brand tension, "Tradition vs. Innovation", shapes how they communicate across the Services sector.

What language style does Linklaters use?

Linklaters uses change-ready-law language, with straightforward messaging, in statement-style sentences, using the present tense.