Is Your Law Firm’s Branding Due for a Refresh?

Your law firm’s brand isn’t just your logo or the font on your letterhead. It’s the sum total of how people perceive you—from the look of your website to the tone of your emails to the way your receptionist answers the phone. Over time, even strong brands can start to feel tired, dated, or inconsistent.

Why a Refresh Matters

Most firms update their branding every 5-10 years. Why? Because the market changes, client expectations shift, and technology evolves. What looked modern a decade ago might now feel stale. A refresh doesn’t require starting from scratch. Sometimes, refining what you already have is enough to make it feel current and relevant. For example, a small update to your color palette or a modernized logo font can make your firm feel more approachable and relevant without losing the reputation you’ve already built.

Signs It’s Time for a Refresh

• Your website doesn’t look or function well on mobile.

• You’ve added new practice areas but your logo/tagline doesn’t reflect them.

• Your materials (print, social, ads) don’t have a unified look.

• Competitors’ branding looks sharper, fresher, or more approachable.

What to Focus On

• Visuals: Logo, color palette, typography, imagery.

• Messaging: Taglines, elevator pitches, mission statements.

• Consistency: Do your website, social posts, and print ads “look” like they came from the same firm?

• Client Perspective: Does your brand reflect who you are today and who you want to attract tomorrow?

Refreshing law firm branding is an investment, but it absolutely pays off. The right update will make your firm stand out, attract better cases, and reinforce client confidence. A strong, refreshed brand also gives your attorneys and staff renewed pride in the firm, which shows up in every client interaction.

Is your firm’s brand map out of date? Let Cartography chart a fresh course that points clients straight to you.