Law firms tend to follow the traditional route of naming themselves after their founding partners, which can lead to a wonderful mouthful like Ziffren, Brittenham, Branca, Fischer, Gilbert-Lurie, Stiffelman, Cook, Johnson, Lande & Wolf (an LA entertainment firm and holder of the world’s longest law firm name).

However, this can create some branding issues down the road when all the founding partners have retired and the firm name seems redundant and often, no longer representative of what the business does. In changing times for the legal sector, this is just one of the many reasons a law firm may want to refresh their brand. So when it comes to rebranding, ...

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