The importance of a logo for a business cannot be understated. Chances are, the logo is the first thing a client or customer will visualize when your business comes to mind. It also helps differentiate your firm from others. In a saturated market, your logo can be a critical tool when it comes to creating a brand, and, eventually, brand loyalty. Many law firms make the mistake of thinking that their work will speak for itself, but in a world of fast impressions and confidentiality concerning legal matters, it is important to rely on more than word of mouth. Having a strong and memorable logo to back up your work will allow you to create a brand image that appeals to prospective new clients. In this blog, we’ll give you tips to create the best logo for your law firm.
Of course, having a great logo is not as simple as just deciding to have one. It is important to understand the fundamentals of a strong logo and branding before you start thinking about things like colors and font. If you are ready to get serious about making a logo for your law firm, read on to find out about the different types of logos and how they may meet your law firm’s needs.
As indicated by the name, a wordmark is a type of logo that brings the name of the law firm or business to the forefront. These font-based logos focus on the name of the law firm without additional design elements. Wordmarks are a good option for law firms and companies whose names are so distinct that they do not need additional design elements to make their brand more memorable. Examples of famous wordmarks include Google, Coca-Cola, and Calvin Klein. When consumers think of Coca-Cola, they likely think of a red can with Coca-Cola written in scrolling cursive font. For this reason, Coca-Cola’s wordmark is very strong.
As you can imagine, when it comes to designing a wordmark, the details are very important. It is necessary to invest effort in the selection of the font, colors, and style of the text. You should also consider consulting with a professional designer. Many companies will have a test group to evaluate reactions to different styles of their wordmark to see which one elicits a positive reaction and may prove to be most memorable. Many wordmarks will also utilize custom-designed fonts, which can be copyrighted. This allows their wordmark to be protected against infringement, despite appearing deceptively simple. Visual elements can also be incorporated into a font to make a wordmark more unique.
Lettermarks are similar to wordmarks in that they are made of text. However, they differ in that instead of featuring the law firm’s entire name, they only feature its initials, or a few letters. Lettermarks are also commonly referred to as Monogram logos for this reason. These can be an excellent option for companies and law firms that have very long names. Some famous examples of lettermarks include HBO, CNN, NPR, HP, and NASA. The full names of these companies, if spelled out, would be quite long, and probably hard to remember, so by instead focusing on the initials, it becomes more accessible to consumers and easier for them to retain the brand and refer to it in conversation.
For instance, NASA’s full name is the National Aeronautics and Space Administration. I think we can all agree that that is far less catchy and more difficult to remember than NASA, which rolls off the tongue and looks cool on t-shirts. In general, if a company has more than two or three relatively long or complex words to remember, initials may be a better option as it is easier for consumer recall and recognition. For law firms who want to use the last names of partners, but the last names are lengthy, complicated, or difficult to pronounce, a lettermark may be a much more consumer-friendly option.
On the opposite end of the spectrum from wordmarks and lettermarks are brandmarks. If you want to create the best logo for your law firm note that brandmarks do not use any words and instead are generally only simple icons. This icon should be immediately and easily identifiable by consumers, such as the Nike swoosh or the Target bullseye. Brandmarks are usually used by larger companies, such as Nike, AT&T, Target, and Dunkin’ Donuts, who are so well known and easily recognized by consumers that they no longer need to present their entire name. For instance, most people will recognize a Target shopping bag simply by seeing the Target icon on it.
On the logo spectrum, an emblem falls somewhere between image and text, as it incorporates both words and an image. In emblems, the text goes inside of the image, such as the Starbucks mermaid emblem, or the emblem for the NFL.
Like emblems, a combination mark includes both text and an image. However, with combination marks, you can separate the icon and text. This creates a great deal of flexibility and can allow for many options when it comes to branding. The law firm could choose to use the text as a wordmark while also using just the icon for other purposes. This can create more opportunities for reach and recognition. This is a great option for new and lesser-known companies, as it can include its name in an easy-to-read and visually interesting way. Adidas is a good example of a combination mark, as its name is included along with an icon, which is now recognizable with or without the name.
Hopefully, these tips have been helpful in beginning to think about how best to represent your law firm and build your brand starting with a meaningful logo. Remember to focus on the core of what your law firm does and how you want to be perceived by consumers. It is also always a good idea to consult with a professional designer, as this is an investment in your firm. (Note: If you want to work with a firm that specializes only in the legal field and creates award-winning logos and branding campaigns, ONE400 can help you.