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LexisNexis Undertakes Modest Rebranding Effort
by
Posted On May 21, 2001

May 21, 2001 Reed Elsevier (http://www.reedelsevier.com) has announced the removal of the hyphen in the name of its leading search service subsidiary. LexisNexis (http://www.lexisnexis.com) is the new brand name representing all Reed Elsevier legal and information products worldwide, except for those that already have very strong brand names, such as Butterworths in the U.K. and Martindale-Hubbell or Matthew Bender in the U.S. A new logo (right) goes along with the name adjustment (see http://www.lexis-nexis.com/whatsnew/logo) as well as a new tagline for the service, "It's How You Know." A new advertising campaign will launch the rebranding effort sometime in the summer.

Although announced as a decision by Reed Elsevier's legal division to promote LexisNexis as a "masterbrand encompassing its worldwide legal operations and products," representing "the Reed Elsevier PLC legal and information operations in 21 countries and all of its legal and information products marketed worldwide," the main impact of the new branding seems to fall on two sub-units of one division of the current LexisNexis structure.

The LexisNexis Group comprises four main operating units:

  • North American Legal Markets, based in Dayton, Ohio

  • U.S. Corporate and Federal Markets, also based in Dayton

  • Martindale-Hubbell, based in New Providence, New Jersey, publisher of the definitive guide to the legal profession

  • Operations in Europe, Asia-Pacific, and Latin America, including Butterworths companies in the U.K., Australia, and Canada; Les Editions du Juris-Classeur in France; Abeledo-Perrot in Argentina; Orac in Austria; and other subsidiaries
Andrew Prozes, CEO of the LexisNexis Group in New York, described the process by which a global branding team consulted with hundreds of customers from its global markets, as well as employees. "Customers have told us that we have a strong family of brands and a rich heritage on which they are based," he said. "Going forward, our goal is to associate those attributes more closely with the LexisNexis brand so that they represent our strengths in every market in which we do business. We are therefore beginning a phased migration to the LexisNexis brand."

Visual changes taking place will involve the following:

  • The elimination of the hyphen from the LexisNexis name

  • Updating the LexisNexis icon, starting in early June, to a "knowledge burst," symbolizing service to global markets 

  • A new LexisNexis tagline in the U.S. ("It's How You Know"). It's meant to convey the business' role in providing authoritative, dependable information.
The operations most affected by the new name change appear to be two units belonging to the current LexisNexis Corporate and Federal Markets (CFM) division. The Springfield, Illinois-based Lexis Document Services (LDS), the unit that handles public record document delivery and filings, will change its name to LexisNexis Document Solutions. Congressional Information Service (CIS), the Bethesda, Maryland-based publisher of CIS, American Statistics Index, and other leading reference tools, is now called LexisNexis Academic and Library Solutions. Products and services at the two operations will remain largely unchanged, according to a LexisNexis representative.


Barbara Quint is senior editor of Online Searcher, co-editor of The Information Advisor’s Guide to Internet Research, and a columnist for Information Today.

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