All marketing efforts start at the same place: a logo. Logos are at the core of your law firm’s brand identity. As they are the first and most basic visual representation of a business. Consider how important logos are to every major company.


We all associate the curved check mark or “swoosh” with Nike. In addition, the green mermaid with Starbucks, the swoop of the “D” for Disney. Each of these brands has crafted an instantly identifiable logo using shapes. Colors, and/or fonts, and built all of their marketing efforts around this one signature design piece.

Law firms are no different than these major corporations. Whether you’re a lawyer starting a new entity or an attorney with a major law firm looking to refresh and rebrand, the very first element you must consider is your law firm logo. I’ve designed dozens of law firm logos, and below I break down all of the things you should consider when creating a new logo or refining existing brand standards.

Firm Name: Full Name, Abbreviated Name, Initials, or Trade Name

If you are an entity just starting out, establishing your law firm name is at the top of the list. As you think about your entity name, also think about how you want that name to visually appear. Do you plan on using your full name if you are a solo practitioner or only named partner? If you have many named partners, will the firm logo include all of their names, or will it be colloquially known by just a few?

Initials are also something to consider, as they can help visually shorten a firm name with long and complicated last names. But initials can also be problematic in some instances: a firm with the name of Smith Harris Irving & Thomas probably wouldn’t use initials in their logo design. Make sure to consider (and even research) initial variations before going down that path.

Attorneys in Texas also have a new option available to them beginning July 1, 2021: trade names. While trade names have been a viable opportunity in other states for a while, the State Bar of Texas membership Croatia Phone Number voted just this spring to drastically update the advertising rules, which now allow law firms to operate under a trade name (as long as the name is not deceptive or misleading). This means law firms can now market themselves under a name that includes identifiers about the type of law they practice, such as “Texas Immigration Lawyers.”

Make sure to consider all potential options and variations when determining an entity name, as it will absolutely have a significant impact on what you can and cannot do with your law firm logo design.

Color: It’s More Complicated Than You Think

One of the most integral elements of a logo is color. Color plays an important role in the emotional and mental reaction people have to a brand, and countless studies have shown people perceive colors differently. For example, most people associate cooler colors like blues, greens, and purples with peace, tranquility, and calm.  Best database provider | Buy Mobile Database

It’s important to keep color theory in mind when selecting logo colors. This includes focusing on making sure your colors:

  • are complementary
  • make the text easily legible
  • work well both in print and digitally
  • evoke the emotional reaction you are seeking from potential clients

Also remember that color looks very different in print than it does digitally. That’s because colors are “mixed” differently for these two platforms. Digital uses RGB (red, green, blue) blending to create colors while print uses CMYK (cyan, magenta, yellow, black). Blending to create ink for printing. This means colors like a true red are easy to create digitally. In addition, but often more complicated to get right in print materials.

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