In a trend accelerated by the Internet, law firms may be catching up with corporate America, shortening their names and dropping commas and ampersands. From a marketing perspective, a short name is easier to recall and looks good on a logo. Pruning can also prevent infighting. "You get away from all of the political issues and the legacy issues that obviously are very important to partners," says a consultant. And then there are the Texas firms that like to use diamonds, stars and state outlines.
Firms Shorten Monikers to Give Them a Marketing Edge
May 18, 2005