Branding for Law Firms & Attorneys

Lawyer advertising is regulated by each state, and most state rules follow ABA Model Rules 7.1 to 7.3. Rule 7.1 bars false or misleading communications, and that covers firm names, logos and taglines. Rules on trade names vary by state. Many states also limit words like "specialist" or "certified" unless you hold a recognized certification.

We check name and tagline ideas against your state's rules as part of the work. If you practice in several states, we note where the rules differ. Our brand naming process screens options for domains and obvious conflicts. Whoever handles your trademark filings makes the final clearance call.

Names also need to survive change. Founding partners retire, and lateral partners join. Where your state allows it, a descriptive or trade name can outlast any one person. Your firm keeps final approval, and many firms ask ethics counsel to review the short list.

Step 1: We interview name partners, a few associates and your intake team. We also review your current materials and the firms you compete with in your market.

Step 2: We write a positioning brief and get sign-off from the partners who decide. Larger firms often form a small brand committee. We keep it to a size that can actually agree.

Step 3: We present two or three identity directions and refine one. We test it on a business card, a website header, a billboard and a court filing cover page. Step 4: We deliver final files, guidelines and templates, then help roll the brand out to your site, signs and directory profiles.

For the website itself, see our law firm web design services.