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Logo and identity design for law offices and law firms

Clients choose the place where they dare to tell what is hardest to say.

A law office sells safety. Sinh Vũ helps the office have a dignified and distinctive face, so clients trust it before they meet a lawyer.

Send Sinh Vũ your briefSee this segment's pain points
A sample print set for a law firm: a legal opinion letter, a company profile, a business card and a website on a cream ground
Quick answer01

What does a law firm brand need?

Three things first: a dignified mark unlike every other office, a profile that states the strongest practice areas clearly, and a website that answers the questions clients actually ask. Those three decide whether a client dares to book a meeting.

  1. A distinctive, dignified mark

    Not the scales and columns every office already has; legible at small sizes on letters and business cards.

  2. A profile that names the strong fields

    Lead with two or three core practice areas instead of listing them all.

  3. A website with the team and a way to book

    Introduce each lawyer and each practice area, and make clear how to get in touch.

Business types02

Three kinds of law firm, three problems

The field is the same, but the people who come differ, so what the brand has to say differs too.

Law offices

Their customersIndividuals and families looking for someone trustworthy for a weighty matter, usually through a referral.

Brand challengeA calm, approachable yet dignified face, so an anxious person feels reassured on walking in.

Corporate law firms

Their customersBusiness owners and in-house counsel who compare a few firms before handing over work.

Brand challengeA profile and documents that can stand beside larger firms, with a team that can take on work, not only the founder.

Intellectual property

Their customersBrand owners and creators who need to protect names, logos and inventions; most are unfamiliar with the terms.

Brand challengeExplain each service in plain words, so clients understand what they need before booking a meeting.

Pain points03

Four pain points specific to law firms

These are the places law firms tend to lose clients, and expertise cannot save them.

01

Wanting to introduce yourself without overstating

The website is reduced to the firm's name and a phone number, for fear of saying the wrong thing.

Under Rule 32 of the Code of Ethics and Professional Conduct for Vietnamese lawyers, a lawyer advertising may not provide false or misleading information, and may not advertise in a way that harms the honor and reputation of the profession. Sinh Vũ designs in a dignified direction and promises no results; the specific content is left for the firm's lawyers to review.

Brand website designBuilding brand voice
Start from this problem
Customer journey04

At which stage do law firms lose the most clients?

At the Comparing stage. Clients usually open the websites and profiles of several offices. Any office that does not say clearly what it can help with does not get the call.

Where customers are most often lostComparing
Do this now
  1. Open the page with what the firm does best, written the way clients ask the question.
  2. Introduce each lawyer: practice area, real experience, how to get in touch.
  3. Make the way to book a meeting clear, and have the firm's lawyers review every word before it is published.
Touchpoints05

Five touchpoints to do first

Touchpoints are the places where clients see, hold or read about the firm. You don't need to do everything at once. These five create most of the impression.

  1. Website

    Where clients compare firms before calling.

  2. Company profile

    Companies and businesses read it closely to choose a firm.

  3. Letters and legal opinions

    The product clients hold in their hands and show to others.

  4. Office and reception room

    Where clients feel safe, or not, in the first few minutes.

  5. Business cards and email signatures

    The first thing people receive when they are referred to you.

Roadmap06

Where Sinh Vũ suggests you start

Listed in the order to do them. A newly opened office can stop at step two or three; a firm with many lawyers goes all the way.

  1. Brand strategy and positioning consulting

    Settle the core practice areas and what truly sets the office apart.

  2. Brand Identity Design

    Name, mark, color, type: the face for everything that follows.

  3. Corporate capability profile design

    A company profile, plus templates for letters and legal opinions.

  4. Brand website design

    A team page, practice areas, expert articles and a way to book a meeting.

  5. Brand guidelines handbook

    Once there are many lawyers: guidelines so every document follows one standard.

Projects07

Projects closest to a law firm

Sinh Vũ has built the identity and website for a law firm. The second project is close in that the paper carries the expert's conclusion.

Chính Thắng, a place to stand on what is right
Law office

Chính Thắng, a place to stand on what is right

Chính Thắng, a law office in Hanoi, holds what is right as its guiding principle. Sinh Vũ built the identity and website so clients would trust it from the very first look.

View case

A law firm builds a foundation that clients trust before the first word of advice.

LIULAB, a certificate that speaks for the expert
Gemological laboratory
2017

LIULAB, a certificate that speaks for the expert

A client sets a piece of jade on the counter and asks one question: is it real, and what is it worth. LIULAB answers with instruments and trained judgement…

View case

An appraisal laboratory lets the certificate speak for the expert: close to letters and legal opinions, where the paper carries the signer's reputation.

Further reading08

More on law offices and law firms

PerspectivesWhen customers buy because of the person, not because of the company.When customers buy because of the founder rather than the company, expansion becomes a risk. This article outlines…Read ExpertiseCapability deck or company introduction document: choose the right typeTwo types of documents solve two different problems. Sinh Vũ helps you distinguish and choose correctly before…Read ExpertiseIs the name and logo similar?Check for potential duplicates before finalizing a name and logo to avoid costly rework. This article explains how to…Read ExpertiseWho must approve the data before printing?Data on printed materials must go through the right person, in the correct order. Sinh Vũ explains the four-eyes…Read

The principles behind it

  1. 2.01The category sets the visual rules more than individual personality does; to be different you must know which rules are the entry ticket and which are mere habit.
  2. 2.02A difference is real only when buyers can see it in one glance at a real point of sale, not on a positioning comparison chart.
  3. 2.03Map the category rules with photographs of products where they are actually sold, then mark what they have in common.
Read the chapter: Reading the market and category rules
FAQ09

Frequently asked questions

Avoid the scales, columns and law books, since almost every office uses them. Sinh Vũ looks for a detail of its own in the firm's name or strongest field, keeps it dignified and tests it at small sizes on letters before settling.

A home page saying what the firm can help with, a separate page for each practice area, a team page, expert articles and a booking page. It should not be only a list of services and a phone number.

Under Rule 32 of the Code of Ethics and Professional Conduct for Vietnamese lawyers, a lawyer advertising may not provide false or misleading information, and may not advertise in a way that harms the honor and reputation of the profession. So everything stated must be true, and the firm's lawyers should review it before it is published.

Settle the core practice areas and the name, then the mark, a tight profile and the website. Templates for letters and legal opinions come once the firm has several lawyers.

You can keep the personal name if clients search for the person, but build a firm brand as well, so the team can also win work.

Yes, when clients involve foreign parties. Make the Vietnamese version first, then build the English one with the same structure and the same voice.

Sources cited on this page

  1. Tạp chí Luật sư Việt Nam (Vietnam Lawyers Journal), 13 Jun 2023, quoting Rule 32 of the Code of Ethics and Professional Conduct for Vietnamese lawyers
Nearby segments10

Nearby segments in this industry

Management consultingA sharp point of view, a clear method, work that can be told.Explore this segment Testing and certificationObjective, to standard, certificates that can be verified.Explore this segment Industry pageAll of professional servicesClients cannot try expertise before they buy. They buy trust.Back to the industry page

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