A killer logo can make a huge positive impact on any business; and, that’s true for law firms, as well.
Think of some iconic logos, like those for Coca-Cola or Apple (records or tech) or Ford. Those logos carry with them specific attributes about a business that you can recall, just by hearing those company names. And, the Ford logo shows that you can develop a compelling logo based on a person’s name, which would fit the most common law firm naming convention.
But, most law firm logos are far from compelling; and, if you’ve seen one (you’ve seen them all), you can expect to see something along these parameters being in place:
-blue, white and/or gray color scheme
-the lawyer or law firm partners’ initials are included
-there are scales of justice incorporated somewhere
That’s all to say that pretty much every law firm logo looks kind of the same; and so, if you want to differentiate your law firm (logo), you’ll want to make some changes to that standard script.
-So, pick a different color scheme. Choose something bold, rather than dour.
-Consider a trade name, as more and more states allow law firms to use those. That will instantly offer you more possibilities, and the ability to be more creative about brand associations.
-Choose less hackneyed imagery. Find something that hasn’t been associated with lawyers for centuries, and that has become overused and uninteresting. Anchor your image to a practice niche, geographic marker or attribute of your business model.
You can, and should, get creative about your branding as a modern law firm; and, redefining your logo can be a positive first step.
