There is a good reason why some law firms dedicate significant amounts of time and money to developing a professional logo. Logos remind customers of your best attributes, and contribute to the growth of your firm through branding, recognition, and consistency of visual messages. Keep in mind that a logo does not equal a brand, but it does help build value in your brand. On the value of branding, Forbes says:
Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations.
What Makes a Logo Great?
A great logo reflects your firm’s brand and the quality of your work. Professional, memorable logos need to be simple. The goal is for people to immediately associate your logo with your firm.
If your logo fosters brand awareness (i.e., people think of your firm when they see your logo), it will be invaluable marketing for your law firm.
Think of a logo as a one-second commercial that plays every time something from your business appears. You want certain associations to be broadcast effectively so that potential customers know exactly what your business does well. Additionally, your logo needs to be recognizable in many contexts. A simple logo will be effective regardless if it is big, small, online, or in print. For example, take a look at the Akerman logo on the right. It is simple and clean, but the bold color is memorable and used throughout the site as an accent.
A polished logo is a sign of professionalism, and it implies that you bring professionalism to everything you do. That helps to persuade clients that you will do your job well. The logo of the McKenzie firm in Florida is a great example of a mark that displays professionalism without being cheesy:
Another example is the logo for Yong Gruber in Los Angeles, which features subtle modern elements of modern font design and a bit of color for the accent:
A professional, polished logo sends a positive message about the lawyers you employ, which can earn you customers and help attract the best employees. Success is not simply a matter of doing good work. Success is also about communicating to customers a commitment to quality and professionalism, and a great logo can help you do that.