Let’s face it: most law firm logos are boring and unimaginative. Years ago, a simple gavel design was enough, but today’s clients have higher expectations. Your firm’s logo serves as a powerful branding, recognition, and communication tool. It immediately gives prospective clients some important information about your firm, whether you want it to or not.
Logos can be tricky. Your law firm logo will probably be the single most unique design element on your site and it has to communicate so much at a single glance. When a prospective client looks at your logo, there are powerful psychological forces at work and you need to take those into consideration during the design process.
Your logo works hard for you. Why wouldn’t you want it to be the best it can be? Here’s what you need to consider when it’s time for a new logo, whether you’re just starting your firm or you’ve been in business for years and you’re looking to refresh your image.
We’ve already mentioned that a gavel just won’t cut it anymore. Scales, initials, and other cliché legal images aren’t the best choices either. If you want to stand out from other firms, you need to get creative.
A creative, yet effective logo will help your firm become more memorable. Ideally, your logo will be effective enough that it immediately comes to mind when your ideal customer needs legal help. That might seem like a lot of responsibility to put on a logo, but remember that its job is to be a brand anchor that will represent your firm in a single graphic. So, get creative and forget the tired images other firms use.
Hire a Professional
The temptation to DIY your logo can be strong, especially if cash is short and you’re just starting your firm. Don’t give in to that temptation! Graphic design is complex and requires in-depth knowledge of design principles, color, and human psychology. Stick to what you know best and let a professional take over your logo. You’ll save a lot of time and frustration and you’ll end up with a much better logo in the end.
When hiring a designer, it’s important to choose someone who will ask you the right questions during the design process. They shouldn’t just ask about colors and your preferences, they should ask about your brand values and the unique benefits you offer your clients. Some questions a good designer might ask include:
- What do you want prospective clients to feel when they look at your logo?
- Do you want to be traditional or modern? Are you an old, established firm with a long-standing reputation, or a new, cutting-edge firm?
- Do you want to use your own initials or any specific imagery?
- What sets you apart from other firms?
Don’t just hire the cheapest designer you can find. Choose someone who has experience in designing law firm logos and can show you examples of their previous work that you like. Remember, a good logo is a one-time investment that can pay off for years!
What Will it Look Like On ________?
Have you ever thought about the fact that your logo will be featured on every single piece of correspondence your law firm sends out? That little icon on your website is extremely powerful, so make sure it looks good from every angle.
Before you commit to a design, play around with how each version will look on different types of correspondence. Test it out on your letterhead and envelopes, see how it looks on your website, and try switching your Google My Business or Youtube account profile picture to see how the image scales up or down. The perfect logo will scale well and look good in many different contexts.
Zoom Out: Don’t Rush Into Anything
Finding the right logo takes some time and experimentation. Don’t just fall in love with the first mockup you’re given! It takes time and thought to choose the right logo for your business. You should expect the process to take several weeks.
A good designer will create several different law firm logo options for you as you go through the design process, often as many as 8-10. You should take some time to digest those options. Sleep on it, and think about how the different logos make you feel.
Remember, your logo will represent your firm. It’s worth taking the time to zoom out and think which version of the graphic will truly resonate with your client base.
The color of your law firm logo is extremely important. That color will essentially be your brand’s color theme that runs throughout your website.
Whatever color you choose, it’s important to understand that your call-to-action (CTA) buttons should be in a contrasting color for optimal conversions. With this in mind, you will need to ensure that you not only like your brand colors, but that you are comfortable with the contrasting color you’ll need for your CTA.
Not sure which colors are best for your brand and logo? Your designer should be able to help you figure out what options best reflect your firm.
Your Logo Should Set You Apart From the Crowd
If you’re reading this, then you’re already ahead of the game in terms of logo design. Why? Because many law firms don’t even have a real logo. They may have incorporated their name or initials into a block of color and called it a logo or used a fancy font in the header of their website and skipped a formal logo altogether. By now, you probably know that these approaches aren’t helpful in creating a cohesive brand.
But just having a logo isn’t enough. You need to really think about what you want your logo to say, and how you want people to feel when they look at it. It should be creative and show off what makes you unique, but not so creative that it just looks strange. It’s a delicate balance, but an experienced designer should help you capture the essence of your firm.
At SMB Team, we’re experts in marketing for law firms. If you’re interested in getting a new logo design, contact us on our website or give us a call at (866) 747-1336 to schedule a free consultation today.