Biglaw, Law Firm Names

When It Comes to Law Firm Names, Does Size Matter?

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The Legal Intelligencer had a piece yesterday on the continuing debate over law firm names: to shorten or not to shorten? Gina Rubel says the debate has been raging for years, citing an article she wrote about it as early as 2003. She says most legal marketing experts agree that firms should keep their names snappy and provides eight reasons why:

1. Better branding;
2. More memorable;
3. Easier to say and repeat;
4. Easier to register Web site URLs;
5. More marketable;
6. Supports name recognition;
7. Works better with social media and emerging technologies;
8. Easier to say in media interviews.

One of the firms that has fully embraced the “shorter is better” approach is Morrison & Foerster. The firm is already just two names, but it has chopped it down even further, usually marketing itself as “MoFo.”
We love the simplicity and brazenness of a firm branding itself MoFo. Plus, it makes referring to acquaintances there more fun. E.g., “How’s Dave doing? You know, MoFo Dave?”
After the jump, we have some suggestions for other law firm name elisions. Would you rather work for ClearGo or Cleary Gottlieb Steen & Hamilton? We’ve also got a poll to find out whether “length matters.”


Rather than firms shortening to a couple names, perhaps they should shorten to a couple syllables. MoFo conveys a sense of personality — forceful — that “Morrison & Foerster” does not. What opportunities do other firms have to rebrand themselves by going short?
Here’s a few of our suggestions for Biglaw’s top firms:

  • Cleary Gottlieb –> ClearGo. Upside: ClearGo says “we’re the obvious choice.” Downside: It sounds like a toddler’s game.
  • Covington & Burling –> CoBu. Upside: This white shoe firm is known for excellence, but doesn’t have much of a personality (i.e. quirks) beyond that. This would give it a cuddly touch. Downside: It’s a bit cuddly.
  • Sullivan & Cromwell –> SuCro. Upside: SuCro rolls off the tongue. Downside: It sounds like an artificial sweetener.

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  • Kirkland & Ellis –> KirkEl. Upside: It’s quirky. Downside: Sounds like a cousin character that would have a cameo on Family Matters.
  • Shearman & Sterling –> ShearSter. Upside: Nice alliteration. Downside: Has a vaguely negative connotation.
  • Williams & Connolly –> WilCo. Upside: Great name recognition. Downside: The name’s taken.
    We invite you to suggest other nicknames in the comments, and to take our poll:

    Shorter Law Firm Names — the Debate Continues [Legal Intelligencer]

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