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Considerations For Naming Your Law Firm
(Current as of August 2020)
One of the first things you’ll need to do when starting a law firm is to choose a name. The most important consideration in that regard is making sure the name doesn’t violate any rules of professional responsibility. ABA Model Rule of Professional Conduct 7.1 says that communications regarding a lawyer’s services can’t be “false or misleading.” ABA Model Rule 7.5 says that Rule 7.1’s prohibition on false or misleading communications applies to law firm names.
Firm Names For Solo Practitioners
One of the most common ways to run afoul of law firm naming rules as a solo practitioner is to pick a name that implies your firm is bigger than it actually is. If you’re striking out on your own, you might be tempted to use a name like “The Smith Law Group” or “Jones & Associates.” But unless you’re actually practicing in a group of lawyers, or employing associates, those names could mislead your clients as to the size of your firm. By the same token, if you only have one office, it could be misleading to use a name that suggests you have more than one location, such as “The Law Offices of Jane Q. Public.”
As a solo practitioner, consider using a name like:
- The Law Office of [Your Full Name]
- [Your Last Name] Law Office
- [Your Full Name], Attorney at Law
- [Your Last Name] Law
Firm Names For Multi-Partner Practices
If you’re starting a law firm that has two or more partners, the most common naming convention is to list each partner’s last name (i.e. Lincoln & Roosevelt LLP). But be aware that the ABA Model Rules prohibit you from listing the name of:
- a non-lawyer
- a lawyer not associated with the firm
- a deceased lawyer who was not a former member of the firm
- a lawyer holding public office who is not actively and regularly practicing with the firm
Law Firm Trade Names
Although using the names of lawyers in your firm is certainly the traditional law firm naming approach, using a trade name can be an effective way to build a unique brand for your firm. ABA Model Rule 7.5 permits the use of a trade name as long as it isn’t deceptive.
You can’t use a name that implies a connection with a public or charitable legal services organization. So, for example, if your trade name contains a geographical location (i.e. “Springfield Tax Law Clinic”), you may need to provide a disclaimer that your firm is not a public aid organization in order to avoid confusion. Model Rule 7.5 also prohibits trade names that imply a connection with a governmental agency (i.e. “IRS Legal Clinic”).
Check Your State’s Rules Of Professional Conduct
While many states follow the ABA’s Model Rules, keep in mind that ethical rules regarding law firm names may differ depending on your jurisdiction. For example, some states prohibit the use of trade names altogether. Be sure to check your state’s naming rules and any related ethics opinions to ensure that your law firm’s name complies.
OTHER ARTICLES ON THE LAW FIRM LAUNCHPAD:
Choosing A Business Entity Structure
Getting An Employer Identification Number (EIN)
Getting A Business Credit Card
Opening Law Firm Bank Accounts
Buying Legal Malpractice Insurance
Assessing Your Furniture And Office Supply Needs
Setting Up Internet, Phone, and Fax
Assessing Your Computer And Technology Hardware Needs
Assessing Your Software Solutions Needs
Fortifying Your Electronic Data Security
Setting Up Mailing And Shipping Accounts