Written by admin
October 23rd, 2018

How many firms of lawyers however local or international, could truly say that they have benefited from their notepaper being branded with the firm’s logo?  A pair of Golden Arches, yes!  A glowing Apple with a cheeky little stalk, may be!  Some squiggly lines and piled up letters bearing some relation to the names of three or four long dead partners hardly seems to signify.

In referring or signposting a client, would you really tell them to walk down the street until they saw a particularly prominently branded piece of etching on a High Street window?  Can you imagine saying to a client “oh yes they’re the people with the neon oval with the founder’s face emblazoned on it”?

Equally, how many staff could feel particular loyalty to a squashed yellow and red dot with the firm’s name curling round it?  How many trainees’ chests would swell with pride to know that their firm had sufficiently engaged with the marketing process to arrive with the letterhead that not only contains the firm’s name but also a flaming sword of justice carving its way through the weak-headed Lord Denning?

Most logos are so small that they wouldn’t enable a particular piece of letter heading to be picked out of a pile by its unfortunate recipient at a moment’s notice.  Ironically, rather than a logo, it was the fact that a friend’s firm used recycled paper of a slightly grubby hue that enabled their letters to be picked out for consideration from the bleached baskets of Basildon Bond.

There was a time when firms would brag about the amount they spent of their logos “that red dot costs us £2.5k”.  Well, more fool them and more power to the thrusting young marketing executive who designed it.

At The Johnson Partnership, our quirky little red and blue triangle has served absolutely no purpose for 28 years.  In truth, it cost us damn all and therefore its reward has been entirely consistent with its cost.

It would be possible to talk about a quirkily ironic hint at both the name of the firm and the justices of the peace before whom many of its solicitors appear.  Others might have alluded to the harmonising of the political persuasions of members of the partnership over the years.  A triangle might be thought to be the corporate shield for the modern age.

In truth, it has appeared on letterhead, posters, leaflets, the website, invoices, compliment slips (remember them), email headers, fax headers and goodness knows what else.  Love it or hate it we just can’t in the words of Taylor Swift “shake it off”.

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