The National Creditors Bar Association Law Practice Management Blog

Believe it or not, the most important part of law firm branding is something that law firms often ignore, or throw away.    A business logo offers its owner a distinctive mark, a visual interpretation of the business’ purpose and meaning, that resonates with consumers.  Think of Coca-Colo or Ford or Apple or Target, and  you immediately  think of distinctive logos .   But, how many law firms have you ever seen with a really compelling logo, that wasn’t using a blue, whit e  and gray color scheme, and that didn’t feature columns, scales of justice, a gavel or the attorney’s initial s .   Law firms that conceive of compelling logos separate themselves from the morass of their competitors in a meaningful way.   Those law firms choose a unique color scheme, and let it set the design elements for everything else they do: business cards, letterhead, website, etc.  Those law firms that choose a unique avatar for...

Review some law firm logos, and you’ll probably find similar characteristics: prominent use of gavels and/or columns; the logo design will likely be based on the first letters of the last names of the name partners; and, the color scheme will probably be blue/white or gray.  What I’m trying to say is that pretty much every law firm logo is the same.   In a massively competitive market, like legal, that’s a bad thing, because when you’re scraping  for business against every other estate planning law firm in your neighborhood, every little differentiation point helps.   So, let’s talk about the potential benefits of a new logo for your law firm: It can set the color scheme for your branding, including for website creation o r  redesign.  (What if -- gasp! -- your law firm  logo  color scheme was not blue and white.)   It can  encapsulate important elements of your business in a more visceral way.  (Amazon’s lo...