A great article about law firm branding. Our favourite parts are:
“Our message is illustrated with photos of our city skyline, our building, our lobby and/or conference room, a group of diverse lawyers staring seriously at the camera with law books in the background, and area courthouses – especially their columns and their front steps.
Our graphics include chessboards (“We are strategic”); light bulbs (“We have good ideas”); handshakes (“We partner with clients”); globes and maps (“We are national or global”); laptops (“We are high-tech”); and gavels and scales of justice (“We are – big surprise – lawyers”)”
and so on:).