A logo is the face of every company and your law firm is certainly no different. If you think your face should be your law firm's logo, you should reconsider.
An estimated 65 percent of the United States population is made up of visual learners, which shows that people interpret the world in visual ways more than they read text. Therefore, 65 percent of the population remembers graphics and imagery more than textual data. When you want to make an impression, you have to use symbolism.
For thousands of years, civilizations, societies, secret orders, and religions have all used symbolism to communicate with the public and followers.
In fact, historical psychologists Sigmund Freud and Carl Jung both agree that the mind has a unique capacity to store symbolic information. Basically, we all think with symbols and imagery, not words. So even the 35 percent who are classified as textual learners still encapsulate their thoughts with imagery and symbolism.
When marketing your law firm, you have to stand out and have some sort of symbolism that your target audience can connect to your law firm. The traditional “Law Offices of” text is really not enough.
When deciding on a logo, you should look for simple and direct imagery that also looks unique. Scales of justice, gavels, large books, and tired clichés should not be used.
Here are a few tips:
1) Think simplistic and symbolic. Your designer should make a logo that interprets the feeling of your target clientele.
2) Work on a catchy slogan that positions your firm. It should be short, not generic, and easy to remember. Perhaps your branding team should work on a slogan, then design the logo around it.
3) Dr. Freud once said, “Civilization began the first time an angry person cast a word instead of a rock.” Your law firm uses the legal system to help clients resolve a problem, have a successful transaction, or make their life better. You do so through conversations, letters, and negotiations. When trying to appear as a tough advocate, use color schemes, graphics, and subtle styles to convey this emotion. Some lawyers have taken pictures of themselves in boxing rings or with sledge hammers. This is both silly and distracting. When hiring a lawyer, people are more concerned with the attorney's ability to charm an adversary or jury than their physical strength.
Remember, law firm branding is about communicating with your target client so that you are often remembered when they need a lawyer or have a family member or co-worker in need.
Who knew Dr. Freud could inadvertently give insight on Building a Bigger Law Firm?