DLA Piper Aims for Shorter Name for Stronger Brand

DLA Piper Rudnick Gray Cary, the world's second-largest firm, is expected to announce next month that it's taking a new, shorter name after a wave of mergers in the past seven years brought together practices in the U.S., Europe and Asia. "Right now, the firm name is not that manageable," says Louis Cohen, managing partner of the Chicago office. The firm feels that spending on the marketing strategy will build on the legacy of the individual firms while creating a new vision for the consolidated entity.

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