Naming Your Law Firm: 3 Types of Names + The Pros & Cons of Each

Law Firm Names Whether you’re an attorney striking out on your own for the first time, or you’re looking to re-brand your existing law firm, you’re probably wondering what should I name my law firm?

Strategic branding is crucial for any business, and law firms are no exception. At Juris Digital, we’ve helped many law firms develop a brand name that contributes positively to both their reputation and their ability to drive new business.

Below I’ve explored three common types of law firm naming conventions to provide insight on the pros and cons of each.

Law Firm Name Type #1: Your Name(s) Only

Example: Andrew Flusche, Attorney at Law

The first type of law firm name to consider is to simply use your name, or the names of you and your partners. Historically, this has been a popular choice for law firms.

Pros of using your name as your firm’s name:

Cons of using you name as your firm’s name:

Law Firm Name Type #2: Your Name(s) + Your Area of Law

Example: Sutliff & Stout, Injury & Accident Law Firm

The second type of law firm name to consider is your name(s) plus a descriptor of your primary area of practice. This option is great for firms who do practice in a specific niche, but still want to include the names of the attorneys in the firm name.

Pros of using your name plus your practice area as your firm’s name:

Cons of using your name plus your practice area as your firm’s name:

Law Firm Name Type #3: Your Practice Area Only

Example: Workplace Rights Law Group

The third direction you could go with your law firm’s name is to choose not to use your name, and instead just use your primary area of practice to brand the firm.

Pros of using your practice area only as your law firm’s name:

Cons of using your practice area only as your law firm’s name:


The success of your new law firm is not likely to be determined solely by what you choose to name it. Like any enterprise, your success will be determined by the quality of the products and services that you provide. However, it’s still important to weigh the pros and cons of various law firm naming options and choose a name strategically given your specific services and goals.

Related law firm branding topics

Sign Up for our Newsletter

Get our most recent posts and updates sent right you your inbox!

  • This field is for validation purposes and should be left unchanged.

Matt Green

Hi, I'm Matt. I'm the lead strategist here at Juris Digital. Since 2011, I've spent the majority of my one life on this earth helping lawyers sign more cases with organic search, and I've loved every freakin' second of it. If you have specific topics you'd like to discuss with me, please feel free to email me or tweet me.