How to Get Law Firm Brand Names Right
Naming and branding law firms, including trade names, partner names and domain choices.
Priya Raghunathan
Where most projects go wrong
The usual mistakes:
- Trade names that imply size or reach you lack
- Specialist claims without certification
- Ambiguity about where lawyers practice
- Names implying government affiliation
What good looks like instead
- Check naming rules in every state of practice
- Make licensing jurisdictions clear
- Avoid unverified specialization claims
- Register trademarks where appropriate
- Review materials with professional responsibility counsel
Why it matters
Professional conduct rules govern firm names and how services are described, and they differ by state.
The specs that matter
| Measure | Figure |
|---|---|
| Firm names | must not be false or misleading |
| Trade names | are permitted in many but not all states |
| Jurisdictions | firms must be clear about where lawyers are licensed |
| Specialization | claims of specialization are restricted in some states |
Knowing when to hand it over
Tip: Bring in help when naming or rebranding a firm.
Where this comes from
- American Bar Association — Model Rules of Professional Conduct
- United States Patent and Trademark Office — Trademark basics
The figures and practices above come from the sources listed.
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Where to go next
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