Big Law Marketing: 20 Slogans From Top Law Firms

We’ve rounded up 20 taglines and slogans of “AmLaw 100” firms – just for you.

Approximate Read Time: 4 Minutes

No practicing attorney can escape legal marketing. Large law firms and solo practitioners alike must dedicate time and energy to marketing their practices for the future.

In the marketing world, one of the most recognizable marketing resources is a company’s slogan or tagline. This simple and short phrase tells people in just a few words what your company, or in this case your firm, stands for. This phrase should tell your potential clients and the world what you believe in: your mission, vision, way of working, and promise to your clients.

Another key objective of your slogan is to differentiate your brand from your competitors. In one single phrase, you can tell people what makes you different from other law firms. What makes you stand out from the crowd? Is it your service? Your dedication and commitment to your practice? Or perhaps your expertise and knowledge? You decide what message you want to send.

We’ve compiled this list of 20 taglines and slogans of “AmLaw 100” firms and grouped them by key messaging, so you can see how some of the largest law firms in the United States (and the world) market their practices. If the key messaging wasn’t clear from the slogan itself, we also dug further into the firm’s supporting materials to offer you a bit more context on the message being conveyed.

Remember, keeping an eye on how other law firms position their marketing can inspire you, help you understand where your competitors are positioned, and even help you find the new, unexplored territory in which your firm can stand out.

The Innovators

This group talks about new ways of working, innovative vision, new approaches, and new techniques to deliver results for their clients.

Baker McKenzie – The New Lawyers

Cooley – Power Innovation, Defend Success.

Greenberg Traurig – GT Means go-to

• “Innovative Client Strategies”
• “At GT we leverage six innovation drivers…”

The Global Firms

For these firms, having offices in multiple countries or a global reach is the most important message to share with their clients. This global presence is the support of their excellence.

Gibson Dunn – Worldwide Capabilities with Local Execution.

Mayer Brown – Uniquely Positioned to Advise the World’s Leading Companies

Squire Patton Boggs – Local Connections Global Influence

Perkins Coie – Counsel To Great Companies

• “The most trusted advisor to the world’s most innovative companies and industry leaders.”

The Problem Solvers

These are the law firms that can offer you solutions through a broad range of services and tools designed to provide better service and deliver the results you want.

Fried Frank – Innovative solutions for critical legal and business challenges.

Venable – Legal Solutions for Today’s World

Polsinelli – real challenges. real answers.

The Results-Driven

Delivering results is what these law firms value the most. They convey the message that the most important thing is the outcome of the process.

Sidley – Talent. Teamwork. Results.

Winston & Strawn – Choose Winston. We Deliver.

Schulte Roth & Zabel – The Right Focus.

• “Focused on Clients. Driven by Results.”

The Experts

For these firms, it is important to let you know that they excel in a specific practice area. This specialization and expertise is their strength and they want the world to know it.

Fragomen – A World of Difference in Immigration

Ogletree Deakins – Employers and lawyers, working together.

• “We represent employers of all sizes and across many industries.”
• “Labor and employment counsel.”

The National Firm

Similar to The Global Firm, these firms talk about their reach and coverage. However, in this case, the reach is across the country instead of across the world. They want to convey that regardless of your state, you can get good representation with a local presence and knowledge.

Gordon & Rees Scully Mansukhani – Your 50 State Partner

The Service-Oriented

Superb attention to client needs and a commitment to service – both for clients and the public – are the main components of this cluster. These law firms are those that are willing to go above and beyond for client needs and demonstrate an equally strong commitment to the community.

Wilmer Hale – Legal excellence. Dedication to clients. Commitment to public service.

The Team Players

These are the law firms that value working side by side with their clients as members of a team towards a common goal.

Husch Blackwell – Aligned by industry. Built on relationships.

Reed Smith – Driving progress through partnership

Others

Sometimes, a tagline or messaging is so abstract that you cannot readily discern the key message or differentiator at a glance. Other times, the goal is to be unique and not necessarily send one key message. Below is an example of a firm whose messaging simply does not clearly fit into one of the prior categories:

Katten – That’s Katten.

• “Answers in the short run. Vision for the long haul.”
• “Strategic. Pragmatic. Innovative.”
• “The lawyers that companies need today think like business people first and foremost.”

Your Turn

Now that you know a bit more about slogans and taglines, you can get started on creating or refreshing your own. Focus on what makes your firm stand out from your competitors. What is it that makes you different? Try to keep your slogan short, so that it is more memorable, and be consistent with and reinforce your brand vision. If you need help creating some initial ideas, there are numerous slogan generators online, which can take a word or two and create generic slogans.

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