Each law firm
has a brand, whether it is one you create and control or one imposed on you
from the outside world. A logo or symbol representing your firm can be the
cornerstone of your brand. A great logo comes to identify your firm to the
world. Clients look for it and new clients searching on the web will be drawn
to it.
Some products
are known by a symbolic logo. Think McDonald’s golden arches, Macintosh Apple
or the Nike Swoosh. Most products, however, like law firms, are known by their
name. The name is the basis of the logo. They use a particular color and font
to distinguish their name and identify their brand. Coca-Cola (red), Ford
(blue), Amazon (black, orange) or FedEx (red, blue) are examples.
If you use the
founding partners as the name of your firm regardless of the addition of
partners over time. To turn that name into a logo, ask yourself:
What does your
law firm stand for?
What separates
your law firm from others?
Does the name
say it all? If so, that’s the logo.
Could the logo
benefit from a design treatment or color?
Fonts, colors and symbols:
A font is a
particular size, weight and style of a typeface. The right font not only makes
reading easier but also can create an emotional reaction. The font can be
silly, old fashioned, modern, business-like or traditional. You want to select
a font that reflects your firm.
Color affects
the reader also. If you add color to your logo, be aware that each color
creates an emotion. For example:
Red--active, aggressive Orange--creative,
joy
Black--serious, strong
Blue--trustworthy,
wise
Brown--reliable Yellow--energetic
Green--relaxed, hopeful
For attorneys,
the traditional symbols used in logos are usually gavels, scales of justice and
columns. They stand for justice and law and order and are powerful, however, if
used be sure they reflect your practice. Don’t just use stock images, ask the designers
to incorporate the symbol into your name.
Be sure to share
your new logo with a good selection of people you trust. Pick lawyers and
non-lawyers. Usually someone in the group will see any problems. Don’t try to
design the logo yourself, select a designer. And don’t over-think it. Trust
your intuition. You’ll know which logo reflects you and your practice.
Logos can evolve
over time. As your firm grows and changes, the logo may have to change to
reflect the newer firm. Handle the change wisely and your logo will continue to
serve you well.
Once you have
the logo, use it on your webpage, social media accounts such as Facebook,
LinkedIn, Twitter and every piece of correspondence that goes out of your
office.
