When it comes to visual branding, no element has more impact than color. Color touches people quickly and deeply in a way that words and shapes cannot.
That said, picking a striking color palette is just the first step. What’s more important is how those colors are applied to your marketing materials. In our recent color study of the law firms in the Vault 100, we found more than a few examples of websites that were visually underwhelming, despite the firm’s striking brand colors (including unusual shades of yellow, green, and purple).
So, who’s doing it well? Below we highlight a few of the best.
Wilson Sonsini
Wilson Sonsini makes a striking first impression with its use of teal and salmon. Some say that the firm’s recent graphic overhaul evokes the 1980s (and the TV show Miami Vice). I would call the firm a stylistic trendsetter for the 2020s. Visit Website
K&L Gates
K&L Gates didn’t settle for one or two colors, it chose the whole rainbow. Each section of the K&L Gates website is branded with a different color. And, surprisingly, it works beautifully. Visit Website
Munger Tolles
Munger Tolles proves that impactful color can be part of a sophisticated brand look. The firm's orange branding is beautifully juxtaposed against black-and-white imagery. This color combination allows the orange to pop off the page and make a bold statement. Visit Website
Weil Gotshal
No firm leans into its brand color quite like Weil Gotshal does with the color green. This “more-is-more” approach gets your attention and creates a lasting impression. Visit Website
Bryan Cave
Bryan Cave deserves kudos for its one-of-a-kind color palate. Warm blue and electric orange is not a natural combination for a law firm, but here it works. And wow, does that orange make a statement. Visit Website
White & Case
White & Case took a traditional law firm color combination (black and blue) and made it feel fresh. The firm simply selected a vibrant shade of blue and implemented it in a way that feels alive and energetic. Visit Website
Mintz Levin
I’m guessing that women played a strong hand in selecting the new Mintz Levin color scheme. The firm boldly rejected the “power colors” that middle-aged men traditionally favor and settled on a unique look that includes some pastels and sets the firm apart. Visit Website
Nixon Peabody
Nixon Peabody’s graphic identity is defined by a memorable shade of green that bounces off the page. This color choice is particularly striking compared to Nixon’s previous brand color: a pedestrian medium gray. Visit Website
Seyfarth
Black and white might sound like a boring color scheme. However, Seyfarth pulls it off by contrasting its bold monochromatic branding with a selection of colorful header images. The firm also employs a beautiful palette of accent colors within its website. Visit Website
Concluding Thoughts
Striking colors—and their creative application—can help businesses differentiate themselves in a sea of look-alike competitors. Marketers of consumer products have known this for ages. Law firms have only recently embraced the idea.
As competition in the legal industry increases (as is expected) and law firms become more marketing-savvy (as has been the trend), one can only imagine that firms will increasingly use color as a brand differentiator. Furthermore, I believe that the range of brand colors used by law firms will expand as a more diverse generation of lawyers moves into leadership roles. I look forward to updating this blog post (and this one) in a few years to examine this aesthetic evolution.
