Law firm names: Short is sweet

Doug Jasinski

Last year I wrote an article for Lawyer’s Weekly on the trend of law firms moving to shorter names. I was reminded of it when I came across an article this morning in the Philadelphia Businesses Journal of another U.S. firm – Gibbons Del Deo Dolan Griffinger & Vecchione that is moving to simply “Gibbons”. A wise move, for the exact reason noted by the firm’s Managing Partner: “our clients peers and our own attorneys call us by the name Gibbons. When the most important people to your business call you by one name, it is the logical next step to use that name in all communications to leverage the equity in that name to create a consistent message and increased brand awareness.” Couldn’t have said it better myself.

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