News - January 29, 2019

95-Year-Old South Florida Law Firm Reveals Decisions Behind New Brand Identity

West Palm Beach, Florida – Jones Foster is proud to announce the unveiling of its new brand identity. Founded in 1924, Jones Foster serves as one of Palm Beach County’s oldest and most prestigious law firms. Like many historic brands, the firm continues to evolve in order to meet the needs of clients, colleagues, and the community. Notably, the firm changed its name from Jones, Foster, Johnston, & Stubbs P.A. to Jones Foster, a strategic move to differentiate from the long-held naming conventions of law firms.

“Our firm is built on our authentic connection to the people and communities that we serve and have helped to thrive for nearly a century,” says Jones Foster Chairman, Larry B. Alexander. “The development of our brand aligns with the Firm’s unique history and efforts to continually drive our business onward and upward.” The Firm took a number of proactive steps to prepare for the launch, gaining support from attorneys and staff at all levels. Sidney A. Stubbs, a senior Shareholder and former Jones Foster Chairman with nearly 50 years of experience at the Firm adds, “We reworked our core practice groups to more effectively communicate our attorney’s preeminent areas of focus, including Real Estate, Private Client Services, Litigation & Dispute Resolution, Corporate & Tax, and Land Use & Governmental. Nearly half of our Shareholders and Senior Counsel are Florida Bar Board Certified in one or more specialty areas therefore distinction in expertise truly represents a key standard for Jones Foster.”

The Firm wide communications initiative is one of many key business decisions developed to enhance brand awareness. “While the legal industry may be seeing an increased trend in law firm rebrands as a response to the rapidly changing business landscape, we approached the project somewhat differently,” states Jones Foster Marketing Director, Lara Hillman. “We have chosen to differentiate through storytelling and distinctive design and collaborated with a creative agency that does not work exclusively within the legal sector but instead specializes in the art of branding.”

Jones Foster’s new visual identity communicates a sense of balance and timelessness. The custom logo is especially unique in its arrangement, designed to speak to the forward-thinking nature of the company as seen by the modern right justification of “Jones Foster” while also highlighting the long-standing history behind the Firm through the traditional left justification of “Est. 1924”. Similarly, the website - - strikes a balance between modern sophistication and the Firm’s history of excellence.

Beyond the new visual identity, and as a historic firm with many unique attributes, Jones Foster focused on articulating its verbal identity. The Firm’s brand promise states, “Whether it’s through our continually evolving knowledge, the breadth of our services, or our forward-thinking culture, Jones Foster delivers original legal solutions that help our clients, colleagues, and the community to move forward.” In-line with their brand articulation is their new tagline “Partners in Progress.”

About Jones Foster

Jones Foster is a commercial and private client law firm headquartered in West Palm Beach, Florida. Established in 1924, the firm has served as an integral part of South Florida’s growth and prosperity for nearly a century. Through a relentless pursuit of excellence, Jones Foster delivers original legal solutions that help clients, colleagues, and the community to move forward. The Firm’s attorneys focus their practice in Real Estate, Litigation & Dispute Resolution, Private Client Services, Corporate & Tax, and Land Use & Governmental. For more information, please visit