What Does Your Logo Say About Your Firm? Turns Out, A Lot.

It’s Not a Pigment of Your Imagination

Law firms and businesses have realized the power of messaging and the influence a logo has on brand awareness. Firms can’t rest comfortably on their laurels with a stodgy six-name logo against a dark blue background alongside a photo of library books. That may have worked in the past, but it no longer works when firms now embrace bright colors and engaging imagery.

How do you know if it’s time to reevaluate your logo? Answer a few questions, and it will become abundantly clear.

• Has your business changed dramatically since the last time (or the only time) you thought about your logo’s design?
• Has your client base evolved, and is your target audience different?
• Has your firm name changed?
• Has it been more than 5-7 years since you created your logo?

If your brand look is a little outdated, or perhaps you put little thought initially into your logo, now is an excellent time to up your game and create a more professional and cohesive identity. Doing so will result in a new logo that better represents your firm and differentiates your brand in the marketplace.

To Refresh or Rebrand? Orange You Glad You Asked?

As part of the process, it is critical to discuss what makes the most sense for your firm. Now is the time to determine whether the firm needs a refresh or a complete overhaul and redesign.

Sometimes a refresh is enough. If your firm has not undergone a significant change, then modernizing your logo is an excellent approach to take. An older logo will look more current with some subtle tweaks, achievable in a variety of ways.

• Choose a new font with a modern look. 
• Add color and create a palette of complementary colors to enhance your marketing capabilities.
• Create a mark. 
• Shorten the firm name if you are widely known by an abbreviated version.
• Remove drop shadows.
• Add distinctive design elements such as a motif, pattern, or ribbon.

On the other hand, a complete rebrand entails a detailed audit of your firm’s brand, marketplace position, and perception, identifying your target client base, and ensuring your message reflects your firm’s identity. When taking this step, put the proper strategies in place to guide your firm’s efforts during what can be an arduous process.

Authenticity is critical. If you strive to be the most cost-effective firm, your target audience wants to know. If you’re a hard-nosed bulldog litigator, don’t hesitate to highlight it. Match your brand design and messaging appropriately.

This step is vital because it will drive all of your firm’s marketing visuals: advertising, PR, RFP templates, social media, pitch and proposal materials, and your website. All of these aspects influence marketing your brand and enforcing your identity in the marketplace.

Gather a Team With a Font of Knowledge

Whether it’s a refresh or complete rebrand, putting the right team in place ensures a favorable outcome. Create a (very) small committee or task force comprised of current leaders and rising stars. The beginning of the process is the time to secure buy-in from influential partners and input from rising stars who will lead the firm in the future.

Marketing folks should be involved at the onset, whether it’s your in-house team or a consultant. Depending on your project budget, consider engaging an outside company. External marketing and branding firms not only bring the depth of their expertise, but they also offer an objective perspective. In-house teams may be very well-suited to lead the design efforts, but they may also face pressure and limitations while navigating internal politics.

It’s Cyantifically Proven to Help

Rebranding sounds like a scary proposition, but it’s not. Imagine being GM, an iconic global brand, and engaging in a logo update – only the fifth in their 113-year history. Sure, the old logo communicated reliability and affordability. It also evoked the image of a dated, gas-guzzling V-8 behemoth.

Transforming the world begins with transforming ourselves. pic.twitter.com/7kCGzWu0Qj

— General Motors (@GM) January 8, 2021

GM’s new logo has lighter, softer colors with lowercase letters rather than stark capital letters. The rounded font, gradient blues, and white space of the ‘m’ are meant to convey clean skies due to their commitment to an all-electric lineup. They made some very bold promises and unveiled a logo that mirrors those goals. 

Although internet reaction to the logo has been mixed, you can’t help but applaud GM for embracing a distinctly new look and taking a risk. While your firm’s name may not be as recognizable as GM, don’t be afraid to be creative with your logo design. The possibilities are numerous, with a bounty of exciting ways to embrace a new logo.

Rebranding is more than choosing a font and color palette. Yes, those things are essential. But more important is understanding your firm’s identity and how you want to communicate it. Once you have confidently identified the message you wish to convey, then comes the fun part of choosing the fonts, colors, and design elements that carry through all aspects of your brand to create a cohesive look across all platforms and communications.

Don’t Get Caught With Your Pantones Down

It’s a competitive world out there, and you want to stand out. Whether your logo needs a redesign or your overall brand could use a boost of energy, Rain BDM can help you navigate the complexities of rebranding and ensure you won’t fade like a gradient into the background.