More Law Firms Jump on Name Shortening Bandwagon
Shingles are shrinking in Chicago, where Much Shelist now goes by "Much" and Bartlit Beck Herman Palenchar & Scott has become just Bartlit Beck.
November 08, 2018 at 04:37 PM
2 minute read
Chicago's Much Shelist is going monosyllabic, rebranding itself as just ”Much,” just a month after Bartlit Beck Herman Palenchar & Scott, which straddles the Windy City and Denver, formally changed its name to Bartlit Beck.
The moves come amid a wider trend in the legal industry toward more compact names and tighter brand identities. Earlier this fall Boston-based Mintz, Levin, Cohn, Ferris, Glovsky and Popeo pared down to Mintz, and Atlanta's Swift Currie unveiled a new logo.
For 100-attorney Much, nearing the 50th anniversary of its founding in 1970, the shorter name corresponds to a new brand marketing strategy.
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