A little bit of summer fun - thanks to Nisus Consulting. How many of the ten law firm firms pictured can you identify?
Whilst the names of the firms involved will been known to everyone, their logos - well I'm embarrassed to admit that I managed to successfully identify just one.
Nisus, perhaps unfairly, left out those logos that comprise monograms and names - that would be too easy. But it does raise an interesting question. Just what is the point of a pictorial logo for professional services firms?
I cannot think of one good reason. That is perhaps why the most successful professional services logos are those that incorporate a name or initials.
To convey your identity and its message you should use every tool available. So, it’s always surprised me how many firms limit themselves to text alone when it comes to branding. There are many elements that trigger emotional association in people’s minds. Besides names, the likes of colour, shape and dimension play a powerful role in influencing people. Yet few firms have utilised something as simple as a logo to reinforce positive associations and work to generate recognition and recall. So many are missing a trick.