Creating the Best Logo for Your Law Firm

Creating the Best Logo for Your Law Firm

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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.  

 

Wordmark

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. 

Tips for Using a Wordmark:

  • Wordmarks are best used for law firm names that are not too long and that are easy to remember. If the name of your law firm is lengthy, complicated, or difficult to pronounce, it will likely also be difficult for consumers to remember. In this situation, another type of logo will likely be a better fit. 
  • Invest in creating the right mark. Just because a wordmark is objectively simple doesn’t mean you can phone it in and just write out the name in a standard font. It is still important to make sure that the font and appearance of your logo are distinctive and separate you from other law firms in the market. Things such as an original font, integrated design element, or standardized colors (think Google’s colors) can set you apart in the market even when your wordmark is fairly simple. 

Lettermark

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. 

Tips for Using a Lettermark:

  • Because lettermarks are fairly simple, it is important to pay attention to details. Make sure that the way the lettermark is presented aligns with the greater brand image that you want to create for your company. For example, simple cursive initials for a construction company do not do anything to help consumers connect the dots. Make sure that the style and presentation of the lettermark support your brand image. 
  • Consider adding some context. Especially if you have a new business that people are not familiar with, it may not be helpful in brand building to tell people that you work at HTP&Q. If your law firm is new, it is a good idea to add the full name under the lettermark. You can also add a qualifier at the end of the lettermark, such as HTP&Q Law. 

Brandmark

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. 

Tips for Using a Brandmark:

  • Brandmarks should represent the core of the company, something that cuts to the center of what it is your law firm or company is about. Nike is about movement, Target is about having exactly what you need, and AT&T is about global communication. Think about what it is that your law firm offers and how that can be represented in a single image or icon. 
  • Timeless is best. Avoid trendy designs when it comes to creating a brandmark. Instead, you are looking for a mark that can stand the test of time. 

Emblem

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. 

Tips for Using an Emblem:

  • Consider readability. Emblems can be somewhat visually complex, which can allow the text to get lost in the mix. Make sure that the emblem (and the name of your law firm) will be easily legible regardless of what size the emblem is. It may have to be smaller to fit on business cards and promotional merchandise, consumers should always be able to read and recognize your business name. 

Combination Mark

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. 

Tips for Using a Combination Mark:

  • When it comes to using a combination mark, both the text component and the icon component should work well together as well as be able to stand alone. 
  • Think long-term when making a combination mark. By beginning to use this mark you are laying the groundwork for your brand recognition, so you will want to be able to continue using both components of the mark moving forward. Consider what represents and aligns with your brand and the core of what you do, as well as what will be catchy and recognizable to possible clients. 

Here are The Five Best Law Firm Logos We Have Found (So Far)

Now, Make Your Mark!

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.  Contact us here.

Summary: A recognizable and well-designed logo can set your law firm apart and help build a brand that clients will return to. 

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About the author

Jeffrey Kraft is a seasoned marketing, business development, and agency operations executive with over 30 years of experience. During his career, Jeffrey has consulted law firms and tech companies of all sizes on the development of effective marketing, business development, network development, and revenue growth strategies. In addition, Jeffrey is an award-winning journalist and seasoned media veteran with extensive experience developing effective public relations and media relations strategies for law firms, pharmaceutical companies, professional sports teams, and others., he is also President of ONE400.

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