First the Merger, Then the Brand

”In a legal market increasingly influenced by merged law firms vying for big clients, many firms -- whether they decide to merge or not -- are suffering an identity crisis when it comes to branding.” So writes reporter Leigh Jones in a recent article in The National Law Journal called “First the Merger, Then the Brand." The story mentions Cleveland-based Baker Hostetler, “whose firm just unveiled a new tag line and tomato-red logo,” Jones says, as well as Washington, D.C.-based firms Howrey and WilmerHale.