“C’mon, it’s just a logo. How hard can it be?”


We haven’t heard it phrased exactly like that, but that’s the implication: “We designed our last logo all by ourselves in Word, and it looks just fine. Why should we pay to have you design it?”

Why? Because an amateurish logo is your entire firm wearing a cheap suit.Moffatt Thomas home page fly fishing

Of course, no one ever hired or fired a law firm because of their logo, but it’s sitting prominently on your business card (see below) and website (at the right margine). It’s one of the first things people experience about your firm at a critical time, when they’re looking for any indicia of quality (or lack thereof). It’s an important part of a first impression.

It’s understandable that people think logos are easy to design – they’re just words after all: Pick one or two different standard Word fonts, bold or italicize part of the name, center it, then add a color. Boom, done.

It seems simple.  But it’s not.  Not at all.

Here’s an example. We recently rebranded Moffatt Thomas, one of Boise’s finest law firms, including an ad campaign and robust WordPress website. We settled on a “Leaders” theme and needed a fresh, modern new logo to match.

A good designer juggles many different variables like, shape, balance, and utility. Consider the capitalization style, centered or offset, thick or thin, serif or sans serif, two lines or three. We kept a blue color for historic continuity, but updated the particular tone.

Here’s the original logo they’d been using for roughly 20 years:

Moffatt old logo

Below are just some of the first round of our draft revisions:

Moffatt Thomas Logos round one

We eventually selected this finalist:

Moffatt Thomas new logo

Well-designed logos are eye-catching, balanced, and nuanced:

Moffatt new logo design issues

Here is the before-and-after comparison:

Moffatt Thomas logo before and after

Obviously, an updated logo can convey a professional image.

Moffatt Thomas logos in context on hats


On two lines the firm name stand out more at the same width.

Moffatt logo options and hats copy

And in a high-risk professional-services industry where the buyer can’t try on the service or take it for a test drive before buying, the little things matter.

You wouldn’t wear a cheap suit to meet with a hot new prospect.

Don’t let your logo or business card be that cheap suit.

Moffatt Thomas business card before and after revision

Moffatt Leading with Skill kayak

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Ross Fishman, Fishman Marketing, Inc. | Attorney Advertising

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