Powell Goldstein is not alone in its recent decision to shorten its name. As law firms grow larger, their names are getting shorter.

Most notable is New York City firm Skadden, Arps, Slate, Meagher & Flom, which shrank its name first to Skadden Arps and, now, to just Skadden. Like Skadden, many big firms want to establish a brand instead of basing their identity on the names of the lawyers who actually started the firms and are often long gone.

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