Shortening Law Firm Names -- the Good, the Bad, the Ugly (aka GBU LLP)

I love this consultant-driven trend to shorten law firm names -- you now have venerable institutions with long distinguished histories shortened down to within an inch of their professional lives -- Akerman, Ruden, Gunster etc.

Indeed, if you add an exclamation point you'd have a nice title for a Broadway play -- Akerman! starring Nathan Lane, previews start March 1......and coming this fall Ruden! with Christine Ebersole, tickets available September 1st....

I see the latest to join the name-shortening trend is Fort Lauderdale's Brinkley, Morgan, Solomon, Tatum, Stanley, Lunny & Gordon LLP, now reduced simply to Brinkley Morgan.

Partner Roberta Stanley explains the thinking behind the change:

Stanley joined the Fort Lauderdale law firm 1996, back when at least a half-dozen partner names were stenciled on the door.

But over time as old partners leave and new ones join letterhead, business cards and logo designs have to be redone to reflect the changes. The cycle is never-ending and once again the firm has to reintroduce itself to the community.

So Stanley sought the advice of consultants and feedback from her co-workers. Simplifying, going back to basics was the consensus. The firm name now honors its founder: W. Michael Brinkley, who passed away this past November; and its managing partner, Philip Morgan, who joined the firm when it opened in 1975.

"It's what's in the best interest of everyone," said Stanley. "It's the future, to be recognized with a strong contemporary name." A streamlined website and logo accompanies the streamlined name.

The process became an opportunity for the firm to create a marketing campaign built around the rebranding, says Stanley. The new look and new name is more inviting and memorable, she says. That's important in attracting new talent as well as being transparent for clients.

Revamping the website allowed the firm to refresh attorney bios, ease navigation, and provide information.

Ok, I actually think this is an improvement, but why stop there?

What about "BM" -- it's short, catchy and people immediately know what you're talking about.

(On second thought, Brinkley Morgan is probably a safer choice).