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  • Andres mejer

    The orrick and parkway logos are creative and interesting. The kasling and crowley logos I have at least four or five firms with the same design. No creativity there.

  • John Hightower

    When you design your logo, make sure you that test how it looks on both paper and the web. Keep in mind that colors will shift dramatically on the web. Generally, light colors (pale, pastels, and so forth) can migrate from something delicate and subtle on paper to something gruesomely revolting on the web. Generally, darker colors will better survive the transfer from paper to the web. Also be careful about how well your logo colors are going to translate onto coffee cups, pens, golf tees, and so forth. How much is it going to cost to have a table drape in the subtle and relatively unused color–if you can get it at all?

    Serif fonts don’t survive transfer to the web very well. Narrow strokes in serif and sans serif fonts also don’t survive transfer to the web very well.

    Make sure the logo will look good in various sizes–from the side of the building to the pen.

    • Gus

      I completely agree – I read this site a lot — but if these 4 logos represents the “best” law firm logos — then us lawyers should just give up on logos b/c other than Orrick which was probably designed by a huge PR firm, they all are boring and terrible.

  • Dan

    This is good marketing advice?

    The Ramsey logo is gaudy and has unattractive font. It would not look good on letterhead. Gratuitous period at the end. The Meyers one looks like it was made with clip art, the massive ampersand clipping into the text is hugely distracting. The Kasling one is not unique, it looks like a hundred other logos and the tiny font crammed in to the right is unreadable at that distance.

    In contrast, the Crowley logo looks like it has BigLaw cred, is professional, would look equally good on a business card or letterhead, and doesn’t distract the eye. Hell you could put that exact same logo on signage. And use of kerning is “brilliant spacing?” No, that’s just common sense in design.

    The Parkway one has a good logo but could use more readable font on the nameplate.

    Orrick’s design is simple and conveys no more information than it needs to — if you’re hiring Orrick, you know why.

    Slapping consultant on one’s letterhead does not a typography expert make.

  • Dani

    The comments above show how subjective design is. However, I think these guys are being way too critical. All the logos are clean and classy, with just enough creativity. We’re lawyers after all! If you want crazy different, go be art directors or architects.

  • Worth noting is that textual logos can be rendered on your website with text only, with some work. If they include a border (this includes partial borders that you wouldn’t immediately recognise for a border) or a strike-through or some other basic geometrical device (this includes circles of late), even if the words overlap or the text has been transformed geometrically in some way, there is still a good chance you can do it with pure CSS, without making an actual graphical file. Even transparency (this includes partial transparency in a defined degree) and shadows can be done without graphical files (old or odd browser compatibility could be an issue, though). This said, I’m not trying to tap into the debate whether you should use pictures or text for your prominent company name or even what’s better for SEO (although I’d personally prefer text) but it’s possible. Of the six logos above, only Parkway appears not doable in HTML & CSS but you could actually still do it because there are fonts that include leaves.

    This type of thing was fashionable during the days DHTML was hip, which is probably before table layouts bloomed. On a funny note, you might as well put together a logo in HTML and CSS, take a screenshot of your site and crop it for a .jpg logo for where you need one. There. ;)

  • NoelieTREX

    Wow. These logos are as dull as they come. Crowd-sourcing your logo instead of going with an agency is TERRIBLE advice by the way. You as an individual do not have the expertise to know which logo will be most marketable. Avoid ending up with a logo similar to any of these; hire a professional.

  • James R. Stout