branding trends

2018 Branding Trends

In a recent study of almost 300 law firms coupled with a review of the 2017 National Law Journal top 500 law firm’s brands and stationery, we have identified the latest trends in law firm branding, communication and business development materials.

Trend 1 – 75% of Firms are Updating Their Branding

Rebranding is a total makeover of your firm’s public persona. It can be expensive and complicated, but it is sometimes necessary.  And it’s not just us who thinks so!  75% of firms indicated they are planning to rebrand (10%), are in the process of rebranding now (16%) or have rebranded in the past 3 years (49%).

There was a lot to learn from these firms.

The top 3 reasons to rebrand are…

  1. Website redesign prompted the rebrand
  2. Outdated/old brand, needs to be refreshed
  3. Firm growth, shift in positioning

If you are thinking about rebranding, this post is a great place to start your planning.

The top 3 most difficult aspects of rebranding are…

  1. Staying on schedule
  2. Getting approval of the new brand
  3. Getting approval to rebrand (when the rebrand was not associated with a merger or acquisition)

Trend 2 – 23% of Branding Projects are due to Mergers, Acquisitions or Name Changes

Altman Weil MergerLine™ tracked 102 law firm acquisitions/mergers in 2017.  This was the highest in the past ten years.  And this trend doesn’t seem to be slowing.  So far, through mid-March, 27 had been announced.

Trend 3 – Color Makes a Statement

According to this study, red is more effective than blue at enhancing our attention to detail, while blue is best at boosting our ability to think creatively.  Red boosted performance on detail-oriented tasks such as memory retrieval by as much as 31% compared to blue.  Yet blue is found in 39% more law firm brands than red.  This is likely because blue is the most popular favorite color in the US and 9 other countries.

A total of 64% of the law firms surveyed chose blue as their primary brand color.  That number is closer to 45% when looking at firms with 100+ attorneys.  More than 86% of firms responded that their firms use 2 or more colors in their brand.

So if you are thinking about rebranding or just want to refresh your business cards, stationery and website, you may want to take a good look at which colors you are using and their affect on memory and perception.  And perhaps, stay away from blue to stand out from the crowd!

More on Trends

For more trends or to see samples of recent, local and national stationery, contact your Account Manager or email us at email@aslegal.com.