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Ten Images Not to Use in Law Firm Marketing

November 9, 2009

Picture the scene. A law firm has just appointed a PR agency. The latter’s brief is to spread the word and assist in the redesign of the firm’s logo. Here is some advice on the images not to use.

1. Skateboards.

Even if the senior partner is an ex-skater au fait with all things Dogtown, skateboards are not law firm friendly. Resist at all costs. (Image courtesy of when i was a bird on Flickr.)

2. Gavels.

These seem like a safe bet but convey authoritariansim and a lack of imagination. Acceptable if the only alternative is a skateboard.

3. Nude or Semi-Dressed Women.

There is a time and place for such imagery. But it’s never, ever on a law firm’s website.

4. Law Books.

Intimidating to the vast majority of people, even lawyers. Avoid. (With thanks to Mike Rogers 303.)

5. Nude or Semi-Dressed Men.

There is a time and a place for such imagery. But if your PR suggests it’s on your website, sever the retainer immediately.

6. The Scales of Justice.

Cliched. If this was the best you could come up with, your legal problem solving skills are likely to be limited.

7. Guns.

Even if you specialize in firearms law, guns aren’t a good idea.

8. Courtroom Steps.

Cf. Boring, hackneyed, indicative of a lack of flair.

9. Ocean-going Yachts.

Do you want to alienate potential clients by ostentatiously displaying the world to which you have access? No? Then scupper the yacht.

10. Rockets.

Per ardua ad astra? Perhaps. But actions speak louder than images. If you’re tempted to use an image of a rocket on your law firm’s website, the chances are that you need more than merely PR advice. (Image courtesy of Adrian Florea.)