Editor’s Note: This column is adapted from ALM’s Mid-Market Report. For more business of law coverage geared toward midsize firms, sign up for a free trial subscription to ALM’s weekly newsletter, The Mid-Market Report.
With the vast majority of U.S. states now permitting law firms to use trade names as their official moniker, leaders at younger and midsize boutique firms say a more aerodynamic firm letterhead—instead of a list of each equity partner’s last name—helps to distinguish firms in a crowded practice area while promoting a more egalitarian work culture.
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