A great logo is extraordinarily difficult to design.
A logo is fundamentally a tiny piece of art.
Simultaneously beautiful and persuasive, logos (sometimes called “brands”) can convey a sense of strength or creativity. They can reinforce a firm’s name or its unique style, culture, or message. Done well, they can immediately upgrade the perception of an organization. And if you don’t believe me, just look at the before-and-after examples below.
It’s interesting how a thoughtfully conceived logo can convey a firm’s brand message:
Consider the logos below — the green olive dotting the i in Bryant Miller Olive, or the feeling of movement in Waterfall. The pictograph turtle pulled from a 1787 Deed establishing the firm’s long history in 225-year-old Cooper Erving. Emphasizing the firm’s first street name rather than initials or all of the names in “Galloway” or “Lugenbuhl.” Balancing the double-Ns in Glenn Feldmann.
There’s so much a skilled logo designer can do with typefaces and layouts to support a firm’s new brand. Consider below the modern three-dimensionality of Fisher Phillips and White O’Connor, or the stylized clock built into Laner Muchin, which reinforces the firm’s “Two-Hour Promise” responsiveness guarantee. Note the “little green sprout” ampersand for Noland Hamerly’s agriculture-specific “Lettuce Lawyers.” And on and on.
The question is, is your logo working for you as well as it could be?
Some before and after examples to consider:
Below are a few dozen of our favorite law firm logos we designed for different types of firms, large and small:
Looking to build a powerful new brand or logo for your firm?
Start by reading Ross’s definitive book on the subject, “We’re Smart. We’re Old. And We’re the Best at Everything. The World’s First No-BS Guide to Legal Marketing and Branding” available at Amazon here.