What’s in a name? For Cooley, the answer is about two-thirds shorter than it was two months ago, when the firm whittled its name down from Cooley Godward Kronish. Cooley LLP registered its new name with the Division of Corporations of New York’s Department of State in March.
At the urging of branding experts or for the sake of simplicity, a number of law firms have shortened their names (and in some cases jettisoned ampersands), either officially or for marketing purposes. Besides Cooley, just three Am Law 100 firms officially use just a single surname: Washington, D.C.-based Howrey, which in May 2005 shortened its name from Howrey Simon Arnold & White; Dechert; and Venable. Since 2005, Wilmer Cutler Pickering Hale and Dorr has used the more syllable-efficient moniker WilmerHale in daily use and marketing materials, while retaining its full name in legal practice.
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