Looking at your business card and firm logo, your client gets an impression. Your client forms an idea in his or her head of what your firm stands for. Is your logo modern or traditional? Does it make you look frugal and indifferent, like you made the logo yourself in Microsoft Word or does it look like you value your reputation and appearance, and had a professional designer create the logo?
Before approaching a logo designer or creating the logo yourself, there are some very important steps you can take to get a clear picture of what the logo should entail and how it should represent your law firm.
Tip 1: Look at your competitors
You don't want your law firm to look like the other law firms in your practice area and location, lest your firm be unmemorable to the client. The last thing you want to do is confuse the client with what sets your firm apart from everyone else. See what you like about their logos. Make notes. Try and gauge how their logos make you perceive their law firms. Do their logos make the firms appear professional or do they seem like the firms are unremarkable? Think about what you like and don't like about these firm logos when deciding on how your own logo is going to look.
Tip 2: Modern or traditional? Decide on a theme
Do you want your logo to be modern or traditional?
These are the two main theme options for law firm logos. This usually means the difference between serif and sans-serif font. What does that mean? Open Microsoft Word or Google Docs. Type your law firm name in Times New Roman, Georgia, or Garamond font. Then, type your firm name again in either Arial or Helvetica. The first three fonts are considered serif fonts because you can see they have little lines on the bottom and sides of letters like A, B, and C. The sans-serif fonts do not have these lines. Serif fonts are associated with newspapers, considered more traditional fonts. Sans-serif fonts are associated with Internet content and are considered modern. Do you want your law firm to have the appearance of a traditional, storied practice or do you want it to appear sleek, adaptive, and modern? The choice is yours.
Tip 3: Choose a Font
Now that we've decided whether to go serif or sans-serif, we need to choose which font is going to represent the firm. First thing's first, it should be noted that you should NOT use a commonly used font. Arial, Helvetica, Times New Roman. People see these fonts every day. Whether they recognize them immediately as Arial, Helvetica, or Times New Roman, people know these fonts. They see Times New Roman while reading the newspaper. They see Helvetica when getting on the subway. They see Arial while reading websites. These fonts do not make an impression anymore.
There are many sites where you can download fonts for free. Google has a directory of free fonts, most of which you're guaranteed to not have come across. Take a look around. Use the Google Font tool to test out your law firm name in different fonts and compare them side by side.
One last tip on choosing a font: Don't be indecisive. While two or three fonts may look similar to you, your clients will never know the difference when you choose a font for your law firm logo. They will never know that it was down to three similar fonts. The client will likely not be influenced any differently by similar looking fonts. You may want to ask someone else for their opinion on two or three fonts, but make a choice and stick with it.
Tip 4: Choose your colors
Online you can find many color wheel tools useful to help web designers choose color schemes. Click on a primary color and they will suggest complementary colors. Just make sure that you use a color selection helping tool. Otherwise, you may end up picking two colors that just don't work together.
When picking colors try avoiding those of a law firm in your practice area and region. You want to make sure you stand apart in the mind of the client. If you think every color combination has been taken by the firms in your region, just ensure that your logo look different to distinguish you from your competitors.
Tip 5: Images or No Images?
Often a law firm logo entails an arrangement of the names of the partners. Sometimes it's an abbreviation of those names. Other times, the logo includes a tried and true symbol of the legal profession - the scales of justice - or a gavel - alongside the partner names.
Generally, I hate the scales of justice and gavel. They've been played out. They're overdone. They're sickening. They're unimaginative.
If you are going to include an image alongside your partner names, why not include a memorable image that represents your law firm, conveys professionalism, and also originality? You can do this by including an image, if you so choose, of the initials of the firm partners' names. If the firm is Crane, Poole, and Schmidt, you could have a small CPS initialed logo. This is a more modern element to law firm logos, differentiates the firm, and also looks professional. So, if you are going to include an image, consider shelving the gavel and scales for something a bit more contemporary and unique.