Law Firm Accused of “Double Fault” Over Logo Resembling Serena Williams’ Jewelry Brand

Shepherd & Wedderburn has been accused of a double fault after unveiling its new logo.

The Scottish firm launched its fresh look on Monday, only for staff to point out that it looked remarkably like the logo for Serena Williams’ jewellery brand. The same, in fact.

Williams, the former women’s world number one and winner of 23 major singles titles, created Serena Williams Jewellry in 2019.

She used a stylised monogram as the logo, with balls completing the ‘S’ and ‘W’. ShepWed’s design appears identical, aside from serif strokes softening the ‘W’.

It was “Seriously embarrassing that no one at the agency or the firm checked”, said an insider at Shepherd & Wedderburn.

“We are now a laughing stock in Scotland”, they suggested, predicting that the firm was unlikely to ditch the cloned design “seeing as we’ve pee’d a load of cash up the wall on branded guff that has been given out to all of the employees”.

There’s no indication the similarity was anything but coincidental, although if ShepWeds’ values suddenly change from “Deep sector knowledge”, “Powered by expertise” and “Driven by collaboration” to the ones Williams used for her jewellery lines – “Unstoppable”, “Believe, Be Great”, and “By My Side: A celebration of mothers, daughters, aunties, and grandmothers” – she’ll know something’s up.

Help is close at hand if Williams wants to escalate the matter. According to the intellectual property team at, erm, Shepherd & Wedderburn, it can “deal with any potential infringement” of branding, which provides “significant opportunities to set one company apart from another”.

The firm did not respond to a request for comment.