What does this sign say? Some designers try too hard to be clever. They miss the point–they’re not creating art. Design is a tool to help a company sell something. Many designers get so caught up in being fancy artistes that their…
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A logo is just a marketing tool. It’s one of many marketing tools firms use to convey your message to the marketplace. A logo is the first contact many prospects will have with your firm, for example, on a…
I have another least-favorite law firm ad. Some time ago, an advertisement with a crayon-colored scales of justice logo caught my eye. It used that faux-child-artwork style, like a first-grade teacher asked the children to draw a picture of what…
I was saddened in 2020 to learn of the passing of Steve Susman of Susman Godfrey. I don’t think it’s an exaggeration to suggest that he was known as one of the nation’s top 10 trial lawyers. I had the…
Initials aren’t helpful. Words are. Names are. We know that for many professional-services firms (e.g. law, accounting, consulting, etc.), using initials is simply a necessary compromise — a less-controversial way to abbreviate the firm’s name. You get to shorten a cumbersome…
I love a good logo. There have been lots of lawyers on TV. Occasionally, especially in the cartoons, we get a quick glimpse of their logos or business cards. Most of them are comically bad, like these, for “Harvey Birdman,…
I collect hundreds of business cards every year. Under non-Covid conditions, I typically speak at dozens of conferences each year, attend a dozen more, and interview hundreds of lawyers in branding and website projects. So I have the occasion to…
It’s time to move on. To look forward. Many firms need to stop looking backwards at their Proud Traditions or long-dead founders’ historic accomplishments. No client has ever said, “Oh, if I could only find a firm that’s been in…
Giving is nice. Being seen giving is better. A true story. I published this true story in “The Reader” back in 1994. It shows how guilt, ego, publicity, and/or potential embarrassment can significantly increase charitable contributions. Here’s the…
Something for marketers and designers to remember: “You’re not an artist. You solve problems.” At Fishman Marketing, we design lots of marketing campaigns and websites. These days, most of the work, even the branding work, starts off as a website…
