The evolution of law firms is unfolding rapidly and profoundly through the integration of new organizational models, technological innovation, and increasingly complex market dynamics. In this context, branding becomes a strategic tool to redefine the identity and positioning of law firms. We discuss this with Mario Suglia, for a cross-disciplinary perspective spanning law and the design of relationships.
What have law firms evolved into today?
Today, lawyers are increasingly acting as advisors—proactive figures able to anticipate scenarios and guide clients through strategic legal decisions. This shift in role is accompanied by a decisive factor: technology. Through the systematic integration of tools such as artificial intelligence, law firms are becoming “service platforms” where people and technologies coexist, reshaping processes and capabilities.
At the same time, multidisciplinarity is growing. Lawyers are no longer “isolated” professionals; depending on the area of work, they engage and collaborate with other disciplines—from tax to business advisory. This hybridization naturally leads to aggregation: firms tend to merge and evolve into complex organizations, often structured as corporate entities (STAs—lawyer companies), in order to respond to increasing market complexity.
Today, it is difficult to imagine a solo practitioner remaining competitive. The collective dimension becomes a strategic asset, enabling integrated expertise and greater organizational strength.
How does this evolution connect with branding dynamics?
The key shift is from the individual—where each professional now has their own personal brand—to the group, the firm, and therefore corporate branding. Traditionally, the focus has been on the individual lawyer. Today, especially in corporate contexts, the emphasis is increasingly on the firm itself. This reflects a change in client expectations: not so much a search for individual excellence, but for structures capable of managing complexity.
A law firm’s brand thus becomes the synthesis of a promise: the ability to be reliable, competent, and consistent over time. In this phase of significant transition, it is essential to define the right balance between the master brand—the firm—and the surnames of the individual lawyers who compose it. It is the primary, collective brand that generates trust and builds reputation. This marks a deep cultural shift, still unfolding but ultimately irreversible.
How important is naming for a law firm today?
This aspect, too, is undergoing a crucial shift, marking—also symbolically—the move beyond the traditional model tied to the founders’ surnames. Increasingly, firms are choosing names or acronyms that are independent from individuals and capable of expressing a distinct, enduring identity.
This does not mean diminishing the value of founders or individuals, but rather redefining their role within a broader system. The name thus becomes an element of synthesis and vision: it must be recognizable, distinctive, and aligned with the firm’s positioning. It is a delicate balance, especially in this transitional phase where elements of personal and corporate branding still coexist.
What are the tools of brand identity for law firms today?
Branding now has a multidimensional nature. It is no longer limited to the logo or visual identity, but extends across multiple sensory and relational levels. The visual dimension—and its expression in digital environments, from the website to online communication—remains fundamental, yet new sensory languages are emerging.
For example, olfactory branding is becoming increasingly relevant for law firms, shaping physical spaces as a distinctive element of brand recognition. Similarly, brand languages translated into interior design contribute to building a coherent experience. In addition, firms can leverage sound—through sonic logos and musical themes—as a distinctive marker.
More broadly, branding takes form through consistent moments of interaction that build relationships and reinforce the perception of the law firm.
In essence, design helps make the law more usable, useful, and understandable. Law firms, as active players in its application, are becoming increasingly aware of this in the way they build relationships with their clients.