Trends in Law Firm Naming: What’s in a Name?

When it comes to naming a law firm, there’s a lot more to consider than simply putting your and your partner’s names in the masthead. A name isn’t just a name; it’s the first impression your firm makes, the reputation you carry, and the brand you build. Traditionally, law firms have leaned heavily on partner names, often with multiple partners in the masthead. But times are changing.

Some clear trends are worth exploring if you’re founding a new firm or considering a rebrand. Let’s look at what’s happening in the world of law firm naming and what it could mean for you.

Signaling you’re not like all the others: Using Descriptive Names

In recent years, we’ve seen more law firms break away from the classic multi-partner format in favour of something a little... fresher. Descriptive names that convey values, mission, or personality are starting to make waves. Think:

• Summit Law Group
• Axiom Law
• Valorem Law Group
• Procopio
• Yeti Law

Yes, Yeti Law exists; honestly, it makes you stop and notice. These bold and modern names often resonate with younger clients or niche markets.

That said, going completely off-script isn’t always the best move. If you’re an established lawyer starting your firm, there’s a strong case for capitalizing on your personal equity—your name is your brand, after all. On the flip side, if you’re building a firm to scale or eventually sell, a descriptive name might better position you for growth. It’s all about where you see your firm headed.

What the Biggest Firms Are Doing: Leveraging Heavyweight Partners

To understand the naming game, looking at the heavyweights is helpful. The world’s top 10 law firms (according to ALM/law.com) mostly stick to tradition, opting for multi-partner names that reflect decades of reputation and trust:

• Kirkland & Ellis LLP
• Latham & Watkins LLP
• DLA Piper
• Baker McKenzie
• Skadden, Arps, Slate, Meagher & Flom LLP
• Sidley
• Gibson Dunn
• Ropes & Gray
• White & Case
• Morgan Lewis

Even beyond the top 10, the trend remains steady. Most of the top 50 global firms stick with two-name brands, and only a handful use a single name. This shows just how much weight partner recognition still carries in the legal world, at least at the top.

What’s Happening in Canada: Truncating Names

Let’s shift gears and talk about the Canadian market, where the “Seven Sisters” and other major firms are starting to simplify their names for brand clarity. Many long, multi-partner firm names are now shortened into trade names or acronyms, making them easier to remember and, let’s be honest, less of a mouthful.

Here are a few examples of how Canadian firms are rebranding themselves:

This approach isn’t just about aesthetics; it’s smart branding. Shorter names make it easier to stand out in a crowded market and resonate with clients who value simplicity and professionalism. Plus, they’re much easier to type in an email or search bar.

Other Trends in Professional Service Naming

In addition to the trends previously discussed, several other naming conventions are emerging among law firms and professional services:

• Incorporation of Technology-Inspired Elements: As technology continues to reshape the legal landscape, some firms are integrating tech-related terms into their names to signal innovation and adaptability. This approach appeals to clients seeking modern, forward-thinking legal services. While we generally only see this if the firm has created or adopted tech-forward solutions that help optimize their practice, it is something to consider and keep our eyes on.
• Use of Acronyms and Initialisms: This is certainly not new. Over the last decade, several firms have come to us with the desire to shorten their names by simply adopting acronyms or initials derived from longer, traditional names to create concise and memorable brand identities. This strategy simplifies communication and enhances brand recall; however, it rarely provides a feeling about the firm.
• Emphasis on Practice Area or Specialty: Firms are increasingly incorporating specific practice areas or specialties into their names. This approach clearly communicates the firm's expertise and helps attract clients seeking specialized services. This is an especially popular practice for plaintiff firms that always want to ensure they're found for and identify with their area of focus, e.g., Personal Injury lawyers.

These trends reflect a broader shift towards modernity, clarity, and strategic branding in the professional services sector.

So, how do you decide what’s best for your firm?

Here are a few things to keep in mind:

• Who’s Your Audience? A partner-based name might work best if your clients value tradition and prestige. A descriptive or unique name could stand out more if they're drawn to innovation and modernity.
• Your Personal Brand? If you’ve spent years building a reputation, why not use your name to build your firm? But if you’re starting fresh or thinking long-term about selling a more brandable name, that might be the way to go.
• Future-Proofing. Consider the longevity of your name. Partner names might feel solid now but can become cumbersome as leadership evolves. A descriptive name can offer more flexibility as your firm grows.
• Market Positioning. If you plan to compete globally, consider how your name will be perceived internationally. Simple, streamlined names often work better across borders.

As we’ve seen with trends in Canada and internationally, simplification and clarity are becoming increasingly important. Trade names and acronyms resonate with modern audiences, while descriptive names signal innovation and focus.

At Cubicle Fugitive, we’ve worked with numerous firms to navigate these decisions, helping them choose names that resonate with their clients and reflect their unique strengths and aspirations. Whether you’re looking to honour your legacy, carve out a bold, modern identity, or position your firm for growth, the right name is a powerful tool.

The best name for your firm is the one that reflects not just who you are today but where you want to go tomorrow. By thoughtfully balancing tradition, innovation, and client expectations, you can create a name that leaves a lasting impression in an ever-changing legal landscape.