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Every law firm faces the same dilemma—how to distinguish the service they provide from that offered by every other firm. That’s where the importance of law firm branding comes in.

Branding is an often misconstrued word. Yes, it refers to the visual expression of your firm: the logo, colour palette, and images. But more importantly, it refers to an idea, a unique message that is capable of resonating with your target audience. Law firm branding is about understanding what makes your firm distinctive and how you can look and sound appealing to your audience. To produce a distinctive law firm brand and a focused message for your firm, you need to follow an important process and gain buy-in from your partnership.

To be effective, you need to work with an agency that has law firm branding experience that understands your culture, your business, your objectives, and your market. We have the insight and experience to help your brand succeed. We pride ourselves on being great listeners, taking the time to really get to know your firm. Our market insight and knack for creating award-winning designs means that when your firm’s smart new brand goes live, people will take notice.

law firm branding

We’ve helped some amazing law firms rebrand.

We design some of today’s best law firm logos.

Law Firm Branding Services Include:


  • Research and planning
  • Interactive discovery sessions
  • Redefinition of brand
  • Key messaging
  • Brand market positioning


  • Brand voice
  • Naming
  • Logo design
  • Visual brand development
  • Brand refresh


  • Print and digital communications
  • External and internal launch communications
  • Lawyer bios and practice area descriptions


  • Guidelines and templates
  • Project management
  • Ongoing graphic design services

Branding for Attorneys

Whether you consider yourself a rainmaker, are looking to get on the partner track, or simply want to raise your profile, the tools of marketing and business development are constantly changing. You have limited time and budget with which to build your practice, but you want to make an impact on your target market. Whatever your comfort level, we can work with you to develop a marketing plan that contains realistic action items, from biographies to blogs, tailored to your needs while fitting in with the overall brand of your firm.

Services Include:

  • Marketing planning
  • Lawyer and professional biographies
  • Social media presence strategy & implementation
  • LinkedIn profile
  • Blogs
  • Media planning

“We are extremely pleased with the work fSquared Marketing did on our brand and website. They helped us develop a progressive and fresh brand, but still within what is appropriate for a law firm. Our website won a “Best-in-Class” designation in the Interactive Media Awards and we consistently get positive comments from clients and colleagues about our new branding.”

– Peter Brown, Co-Managing Partner, EKB
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