The Ultimate Guide to Branding Your Law Firm: 10 Best Law Firm Branding Examples

A laptop, tablet, smartphone, and various stationery items display branding for a trademark attorney service, featuring a logo, contact details, and a smiling woman on the digital screens.

What is Law Firm Branding?

Branding is the first impression your law firm makes. With careful choices of colors, fonts, styles, photo subject matter, and content, an entire identity can be created for a viewer in a matter of seconds. In many ways, branding is an elevator pitch for your law firm. Without reading paragraphs of text the user can glean tone and attributes that they  associate with your business and services. Below we include many references to some of our top law firm branding examples.

Branding is expansive and can be summarized as the creative display of your firm. It’s a combination of elements that should work seamlessly and consistently with each other.  Your letterheads should feel like an extension of your website and vice versa. Each element of your law firm’s branding should feel consistent and as a piece of a larger puzzle. A disjointed design from one branded piece to another can spell confusion for the user. Should a client receive your business card that is simple and pale but upon visiting your website finds a bold and colorful site, it may feel like a mistake. It certainly doesn’t feel professional.

Not only should separate elements work well but it’s important to consider that both the words and the pictures that represent your law firm should work hand in hand.

How Law Firms Benefit from Branding?

As with all establishments, branding sets the foundation for trust, familiarity, and credibility. Encountering law firms with inconsistent or even poorly designed branding doesn’t create a sense of confidence in the firm. Furthermore it can make it difficult to recognize the firm if an established set of colors, photos, or even logo isn’t used consistently in various locations.

Branding often acts as the first impression but it is also referenced for any future correspondence between the client and the firm. The website where they check their status or even pay should be the pinnacle of a firm’s design decisions in one place, the rest should act as an extension of this branding. For example: an email from the firm should use the logo within their signature. Mail of any kind should come in branded – recognizable envelopes and letterheads. All these elements working together establishes confidence, and reliability.

How to Demonstrate Expertise with Branding?

Since branding can encompass so many different tools, it’s easiest to approach great branding with an overview first, which means defining your brand is first and crucial. A law firm must consider what tone it would like to establish and how to establish said tone. A law firm that has been active for over 40 years and would like to come across as professional and classic will look very different from a new law firm with younger attorneys who prize their creative and out-of-the-box solutions. Based on their values and intended tones, this will dictate core branding decisions.

Once branding has been established, consistency is key. The firm should endeavor to set up a cohesive brand identity across all platforms, starting with the website and social media channels, then to printed materials and office decor. These efforts to unify the brand reinforces professionalism and reliability.

Other forms of insight and information on the website may educate as well as establish the tone of the firm. For example blogs, insights, or thought leadership content, can play a pivotal role in extending the breadth of knowledge your firm has to offer while solidifying the attorneys as experts within the field.

What are Law Firm Branding Standards?

Branding standards are essential for ensuring consistency and coherence in messaging, visual identity, and client experience. Standards may vary from firm to firm, however there is a standard level of components absolutely necessary for branding. The three basics include (but are not limited to):

  1. Logo
  2. Typography
  3. Color palette

These initial three act as a foundation for the entirety of the branding. Additional elements aren’t necessary, but a more thorough branding only strengthens the firm’s recognizability. Additional branding elements may include:

  1. Logo variations (vertical, horizontal, logo mark only, etc)
  2. Taglines
  3. Content and messaging tone and subject matter
  4. Icons
  5. Imagery guidelines

Most branding may seem visual, and much of it is, however the content’s messaging standards solidify the tone and key messages already symbolized visually through the colors and photos used by the branding, to ensure alignment with the firm’s values. Nothing is more jarring when the visuals and the copy don’t match. Thus careful consideration should be taken to orchestrate a cohesive style.

Often, if a firm has such a comprehensive list of branding rules, it is highly suggested to compose a branding guideline to act as a set of rules for future designers or employees to use and maintain the consistency of the firm’s branding across every platform.

Branding vs. Logo

These two common marketing terms are often incorrectly used interchangeably. The logo of the firm acts as the focal point for your branding, and while they work in tandem, they serve different roles.

Branding encompasses the full perception and experience of the law firm, both through its visual elements as well as its copy-related elements. Branding is a holistic approach to how the firm is interpreted by outsiders.

Separately, a logo is a visual symbol that represents the firm and can be instantly identifiable. Often when interacting with a law firm the client will often associate the logo with brand recognition and recall. Although many components come together to establish branding, the logo is the most lasting imagery. And the branding of a company could not exist without a logo. From the logo we can find visual style elements, fonts, and colors that should act as the roots of the firm’s branding. Branding that deviates from the design of the logo is simply confusion and a bad marketing practice.

However, a logo does not and should not constitute a brand. While it is the most influential of all the branding elements of your toolkit, it is simply one piece of a comprehensive branding strategy. A strategy that should also include messaging, visual identity, and client experience.

Key Components of Law Firm Branding

Your brand is your identity. With these key elements, you can ensure your brands will be differentiated from other brands in the law firm industry (and there is no shortage of them!) These brand elements are what connects customers to your company or product. To lay the foundation for an effective brand, your brand should include the following core elements:

  • Brand Name – This is the most critical part of the brand and often represents the first impression a consumer has with your law firm. A brand name should be easy to remember, unique and resonate with your target audience.
  • Logo Design – The visual representation of your brand is just as important as your firm name. Your logo should represent your law firm’s personality and values, as well as provide a distinctive and memorable graphic design.
  • Tagline – Your law firm’s tagline should be short and sweet, but also memorable. The tagline should communicate the law firm’s purpose in a quick and catchy one-liner.
  • Brand Colors – Colors help connect to the emotion and identity of your target audience. These colors help create a visual that is memorable throughout all of your law firms’ marketing materials.
  • Typography – Much like selecting your branding colors, the fonts also contribute to the personality and uniqueness of the brand. Selecting the perfect brand typography can set your brand apart from competitors.

How to Implement Branding for a Law Firm?

In today’s market, we understand it’s more important than ever for law firm brands to deliver a memorable and unique branding experience. Potential clients want to  Once your new brand is created, there are a few ways we can implement the branding for your law firm:

  • Provide a Face – Your new branding will be your introduction to the world and give the public their first view of the “face” of the company.
  • Build Credibility – Your branding will help build your trustworthiness across the law firm community.
  • Generate New Clients – As your brand becomes more widespread and the trust in your services continues to build, you will notice an increase in clients.
  • Attract Quality Team members – Quality talent is always looking for a law firm who looks the part with a strong branding presence. Highly recognizable branding and good reputation will attract quality job seekers.

How Does a Law Firm Brand Evolve?

As your law firm continues to grow, your brand consistently evolves. Over time, your brand may need a slight tweak (minor typography updates) or a complete overhaul to attract new customers or stay current and relevant. This evolution of your brand can also help you distinguish yourself from other law firms. Oftentimes, a brand can evolve and rebrand when the firm name is changing (adding or removing attorneys), a merger or acquisition, improving the company’s reputation or even just if you think it’s time for a makeover.

The evolution of a law firm’s brand is a testament to its ability to stay relevant in changing times. It is important to make the changes without losing the essence that makes the brand unique. This process involves carefully balancing the brand’s core values and traditional aspects with innovative approaches that resonate with the target audience.

Key Things to Look Out For When Building A Visual Identity

A brand’s visual identity isn’t just about what you see, but also about what you feel when you interact with the brand. When building a visual identity for your law firm, consider these tips:

  • Research Your Competition – Analyze what your competitors are doing, as well as their strengths and weaknesses. Observe what colors and fonts they are using to help determine your visual identity.
  • Your Target Audience – This is one of the most important steps in creating an effective visual identity. Your audience will help determine how you need to tailor your brand’s identity.
  • Your Brands Personality – Your law firm’s mission and values should be reflected in your visual identity. Whether that is showcased through bright colors or striking fonts, how you portray your brand is an integral part of the brand’s visual identity.
  • A Unique Look – A unique and memorable visual identity is what sets you apart from your competitors. Your logo, color palette, typography and overall design aesthetic will help you connect and resonate with your target audience.

10 Best Law Firm Branding Examples

Redefining Modern Law Firm Branding with Timeless Logo Design

A new logo is at the heart of your branding strategy. When Rendigs set out to create a new and modern law firm brand, they understood the importance that it’s not just a name, but instead, the foundation of your law firm brand: what you do, what is your mission, your values, etc. This simple brandmark we created is a timeless design with the added element of a red line, which is carried thoughtfully through their website, corporate id and social media platforms. This creative element will help connect users to this brand.

Law Firm Branding Appeals to Emotions and Raises Awareness

The Hendler Flores Law brand speaks to the emotions of people who have been affected by life threatening experiences. The feather in their logo speaks to the delicate issues that they represent their clients for. Their new branding raises awareness by directly appealing to a potential client’s emotions and ultimately contributes to attracting potential clients towards the law firm.

Creative Logo Design Enhances Law Firm’s Brand Communication

Our team helped Nyhan create a creative and distinctive brand mark logo and by unearthing a unique and relevant logo with creative design elements, we feel their logo helps to effectively communicate consistently with their audience.

Law Firm’s Branding Radiates Self-Confidence and Consistency

Nothing exudes a powerful brand more than self confidence. RTG, a boutique law firm in Chicago, is dedicated to providing clients with tailored, high-quality legal services and personal attention. Since a law firm can’t exude confidence directly, this premise relies solely on the brand of the law firm itself. Their branding provides clarity and consistency throughout all marketing platforms, which ensures that clients are much more likely to recall the brand and bring their business to your law firm. All of this hinges on a self-confident brand message your law firm brand sends.

Law Firm Branding That Fosters Connection and Collaboration

Connection and collaboration are key elements in the Stacey-Ann Taylor Law branding. The creative use of colors, the letters assembling to form a cohesive shape (S), the welcoming presence, and messaging make Stacy-Ann’s branding an approachable and professional resource for clients seeking her expertise.

Defining Excellence with Vibrant and Bold Law Firm Branding

The firm set out to establish its unique and boutique approach to law and Cameron and Kane’s color palette immediately sets the tone for this brand. The grayscale images allow just enough darkness for the vibrant yellow to stand out, delivering one word messages that are easy to read and comprehend.

Regal Gold and Blue Law Firm Branding to Convey Excellence

Named after the navigation star Suhail Partners LLP, this firm expanded on their branding masterfully. The regal gold and blue throughout complements the otherworldly serif font, guiding the user across their services while highlighting the firm’s location in its imagery.

Bold Statements and Visual Consistency Make a Memorable Law Firm Brand

Consistent, clear, and relentless branding on display at Berger Montague. The logo on full display in their office and bold, powerful statements throughout the site make this firm nearly unforgettable as you navigate their website. The logo mark is used often throughout the site as well as custom photos used for their subpage banners. Even a quick visit to their social media pages will confirm their careful consideration to both the visual and contextual elements of their branding.

A Personalized Legal Brand Reflecting the Founders Principles

As a new law firm, Kit Franchise Law wanted to create a brand that was as personal and their practice. The logo and color scheme, as well as the custom photograph mirror back some of the founding attorneys’ most important principles. The sailing theme is felt throughout the home page design with subtle backgrounds images and transitional effects.

Clear and Consistent Law Firm Branding with Unique Logo Design

When emerging into a crowded market you need a brand that is consistent and clear. Blake Jones Law PC has a unique logo playing off the “B”in the firm name. The structure of the logo is mirrored throughout the design in the display of taglines and in background images and gradients.The firm took special care in crafting their messages to ensure California employees understood the firm’s chief mission is advocating for those without a voice.


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