Don’t Let Your Old, Tired Out Logo Reflect Your Law Firm’s Brand

It’s difficult to tell exactly when your law firm’s brand identity quits working for you because let’s face it, no one is going to tell you; but it’s something you need to be aware of. A smart, professional brand is more important than ever, and while a logo is not the equivalent of a brand, it is typically the place most law firms begin. Your firm’s logo is a powerful symbol that represents your firm’s visual identity. Logos are designed to be an effective icon in representing your law firm’s visibility, credibility, and, most importantly, its memorability.

The following are warning signs that it’s time to reexamine the face of your law firm:

• Your logo lists everyone’s name at your law firm. Logos should not be an exercise in memorization techniques. It should be simple and easy to remember.
• Your logo is antiquated and isn’t relevant to today’s ever-changing world. An out-of-date logo doesn’t say that the lawyers in your firm are sharp, experienced and on top of their game, it says you are behind the times.
• You need to clarify what your logo represents. A logo is a law firm’s key point of reference; it is crucial that it addresses who your firm is and the services it provides as plainly and straightforward as possible.
• Your clients don’t understand or identify with your logo. In other words, consider your clients and the industries your law firm advocates; does your logo connect with them?

Your logo should be a recognizable statement that your clients immediately identify with. Avoid the unoriginal trends, don’t concern yourself about what others are doing, and create something that uniquely represents your law firm and its legal services. Remember that your firm will be the definitive draw, not your logo. A logo that has the ability to connect with those looking for your legal services can and always will slash through all the noise.

You are a professional, so hire one.

Designing a logo takes knowledge and experience. Some of the best logos appear very simple, but it is not an easy job to take everything a firm stands for and scale it down to a single graphic representation. The bottom line is an amateur logo design could only hurt your law firm’s reputation by not representing who you are and what you have to offer. It is critical to find a professional that has experience, is knowledgeable about legal marketing, law firm brand culture and has a proven methodology with clients and a portfolio to back it up.

Isn’t it time your law firm updated their logo and their image?

We specialize in branding, public relations and online marketing throughout the Pacific Northwest, Intermountain West and Midwest regions.

Our award winning marketing team at Firm Evolution welcomes the opportunity to assist you. We focus on the needs, goals and differentiating aspects of each law firm client. Our emphasis is on the big picture — leveraging the strengths of the individual attorneys, practice groups and overall firm on all fronts. We work closely with our clients to insure that all components of their marketing program – from press releases and marketing plans, to website and Internet campaigns – provide a strong foundation for maintaining existing clients and developing new ones. Contact Firm Evolution at 206.321.3220 or fill our online contact formto learn more about how we can help.