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Building a trustworthy brand for your dental practice may be the single most important thing you can do to set yourself up for success in the long term.

In this guide we discuss the key components to building a recognizable dental brand - something all successful dentists & DSOs understand and implement.

If you follow along with the actionable instructions in this guide and put them into practice in your practice you will be setting yourself up for massive long-term success.

A better brand means better marketing results, which means more patients, more revenue & ultimately more of a positive impact on your community, and the dental industry as a whole.

What is Branding?

Branding is the process of creating meaning for a company's products & services.

Branding helps consumers, and potential consumers (aka leads), more quickly know, like and trust you - which helps them make more frequent purchasing decisions.

Emotions drive purchases, and people do business with organizations they trust. So, a primary objective of your brand should be to build trust and meaningful connections.

Your brand is your promise to your patients.

Branding is all the ways you establish an image of your dental practice in the eyes of your customers, vendors, team, etc.

Branding gives your patients a reason to choose your over another dentist, and a reason to continue to choose you over going to a different dental office.

Benefits of Branding

Branding gives your patients a reason to choose your practice instead of a competitors; and a reason for them to continue to choose your practice for all subsequents dental needs.

43% of customers spend more money on brands they are loyal to.

Positioning your Dental Practice

The purpose of positing your brand is to help your customers clearly and easily understand how what you offer and how it's different from your competition.

Positioning is the combination of all the different ways you use to communicate what you stand for.

Brand Components & Fundamentals

Understanding the fundamental components that make up a brand will help you create one that will resonate with consumers in your industry.

  1. Mission
  2. Vision
  3. Guidelines
  4. Logo
  5. Website
  6. Media

Brand Mission Statement

Your brand's mission statement defines your purpose for existing, and the effect you'd like your practice to have on the community, and possibly the world.

Typically, a mission statement is a clear statement that defines your organization's reason for existing.

A brand mission statement is written declaration of a company's core purpose & focus, that typically remains unchanged over time.

Dental Mission Statement Examples

Our goal is to provide patients with highest quality dental care in a comfortable, relaxed and friendly environment. - Aspen Creek Dental

At Booragoon Dental Clinic, our staff provide complete dental care with the highest standard of treatment, tailored specifically to each individual client. We will strive to understand your needs and exceed your expectations. - Booragoon Dental Clinic

To honour the Lord by treating patients and fellow workers the same way we would like to be treated. We will continually strive for excellence in the care we render, and comfort in the way it is rendered. In this way, we will help patients to realize how good oral health can improve their quality of life. - City Center Dental Care

Dove Dental Services strives to provide the best quality dental care to every patient that visits our office. It is our mission to ensure that each patient we treat feels as comfortable and at home as possible – establishing a family atmosphere conducive to an outstanding dental experience. - Dove Dental Services

Craft a mission statement for your dental practice that truthfully illustrates your brand's values and the impact you want to have on the community around you, and the world.

Your brand's mission statement should focus on today and what your organization does.

Brand Vision

Your brand vision is the large goal you aim to achieve - it should be straightforward & clearly explained.

Your brand vision must be attainable & measurable so that you can track its progress and communicate it internally.

For a company like Tesla, this means: "to accelerate the world’s transition to sustainable energy", and "to enable people to go anywhere on Earth in under one hour.”

Dental Vision Statement Examples

Our vision is to provide our patients with a dental experience that will promote a lifelong relationship built on trust, confidence, quality of work, and exceptional patient care.

It is our vision to strive to remove barriers that seem to get in the way when it comes to a patient’s ability to maintain a healthy smile. The Hansen Dentistry Team is constantly working to discover new ways to break through these barriers so that each and every one of our patients can achieve the smile they deserve! - Hansen Dentistry

At Family Dental of Roscoe, we seek to become a leader in the dental industry by maintaining a consistent and systematized approach to dental care as well as a high level of customer service. Our brand identity is meant to embody confidence while also ensuring comfortable care.

Our dentists hope that our zest for dentistry inspires our patients to develop a commitment to their oral health.

All our doctors employ passionate team members who not only love what they do, but also love the patients they serve.

We value passion, consistency, and discipline at our dental practice in Chicago, Illinois.

We base our corporate culture on these values so employees feel appreciated and respected in an environment where they are able to grow and have fun.

Our goal is to eradicate the oral health diseases that chronically affect humanity. We do so by educating our community on oral health care and providing an approach to fight these diseases. - Family Dental of Roscoe

Your brand vision statement should focus on tomorrow, and what your organization desires to achieve.

Brand Guidelines

Brand guidelines (aka “brand book” or “style guide) are a set of rules explaining how your brand should be presented. 

Brand guidelines help maintain a consistent 'look' for your brand across all touch-points with patients & potential patients.

Create a single document that could if given to anyone in your organization (from the practice owner, to hygienists and administrative staff, all the way across to your marketing team) that can be read and understood to the point where everyone in your dental organization understands how to properly represent your brand.

Good brand guidelines reflect & support the goals of your organization, as well as differentiate you from competition.

Dental Brand Guideline Examples

Your logo is a graphic, symbol, emblem or stylized text used to identify your dental practice. Many times your logo will be the most widely recognizable aspect of your brand, only second to your name.

Your logo should be clear or abstract, but have some kind of inherent purpose, meaning and personality of your company.

Your logo should go on your website, business cards and everywhere else you can think of that consumers might see!


Your website is a digital representation of your practice.

In many cases your website will be the first impression that potential patients will have with your practice, and crucial to your online success.

Time for a better website?

Check out our dental websites, and get a plan for a new site for your practice by clicking the button below:


Media assets help you tell the story of your brand in a way that can create emotional connections with your patients.

Typically this will include images, videos, commercials, product explainers, team photos, etc.

Having high-quality visual assets like unique photography, videos, graphic, etc. will help build trust much more quickly in consumers eyes and significantly improve the perceived credibility of your practice.

Conversely, not having unique images (and trying to fully rely on stock photos) will have a negative impact on all of your marketing activities.

We have seen first hand how stock photos can significantly increase ad costs, reduce leads volume, lower sales conversion rates, and have a negative impact on your bottom line.

For dentists, there are a few types of media that you absolutely need to have.

Photography / Images

Unique images are an amazing brand asset that you should not overlook. Try and get as many high-quality unique images for your brand that you can.

Not only will these help increase the trust of your practice, but they will significantly improve the success of your advertising, marketing, lead generation and sales efforts - HUGELY.

Office Exterior

Office exterior photography serves many different purposes, and is a staple of any good brand media package for dentists.

Dental Office Exterior Photos - Park West Dental Care
Dental Office Exterior Photos - Costanzo Orthodontics
Dental Office Exterior Photos - Traders Point Dental
Dental Office Exterior Photos - Riccobene Associates Family Dentistry
Office Interior

Office interior photography is arguably even more important than exterior - simply because this is where your patients are going to be when they are coming in for their dental appointments!

If you have professionally done photography you can create a feeling of comfort, assurance, peace of mind and even excitement in your patients minds before they ever even speak to you.


Team photos are a hugely beneficial way to build your brand. After all, dentistry is a very personal service, and your patients want to get to know YOU.

The doctor & the team are a big part of your UVP (discussed later in this article) and a great opportunity to represent your practice professionally and in a positive light - after all, a picture is worth a thousands words and you're the one with the control over what those 1000 words say.

Check out our brand media presentation to see how much money you will save (and make) by using professional media.

Types of team photos worth getting:

The more photos you get of life at your practice the less you will have to rely on stock imagery - which translates to huge gains in advertising, marketing & sales efforts. To the tune of $35+ per lead from our personal tests.

Happy Patients

Happy patients, and even a Smile Gallery, are great photographs that you should have.

These fall in the category of social proof - Social proof is a phenomenon where we, humans, essentially will trust a person, place or thing (ie: your practice) even if we have never experienced it first hand if we see other people having a positive experience with it.

The more happy people your prospective patients see, the more they will inherently trust you and take the next step in their buying journey.

Since you can't always have a professional photographer lurking around your practice, the best thing to do is learn the basics of taking the best photos you can (ask our team for help) and try to take them yourselves.

Honestly, higher production photography here is actually not the best strategy - social proof works better when the production value is lower (not photo quality, but production value), because it seems more real, which it is!


Even more important for your branding than images, are videos.

You really cannot have too many videos, but since budgets are not infinite (wouldn't that be nice?) we recommend you start with these at a minimum, and continue to accumulate more videos each quarter based on your budgetary capacity.

Welcome to PRACTICE

Videos that showcase the Doctor's personality and warmth are an excellent way to build trust with potential patients before they even come.

A good “Welcome to PRACTICE” video should give the 30,000ft. bird’s eye view of the entire patient experience with your dental practice – the goal is to build as much emotional connection as fast as possible.

They usually show a little bit of everything - from shots of the practice, to interviews with the doctor, the team, and maybe some happy patients as well.

Your “Welcome to PRACTICE” videos are like a combination of all the other videos you will get made for your practice.

Obviously you will replace "PRACTICE" with the name of your dental practice 🙂

Hello from the Owner

A "Hello from the owner" video helps personify your practice by putting a face to a name.

It allows people to make a connection with the owner of the practice, and feel more at ease knowing a little about who is behind the business.

Speak from the heart, focus on the reason why you got into dentistry, and talk to your potential patients with passion & enthusiasm for helping improve their lives through dentistry.

Office Tour

Office tour videos are a great way for patients to get a feel for your office environment.

The 2 main types of Office Tour videos you will want to have produced are: interior & exterior

Many people are nervous to go to the dentist, so taking away one more thing for them to 'imagine' is a great way to build trust and peace of mind.

An example of an Office Tour video from our client, Bright Healthy Smiles:

Meet the Team

The Meet the Team video is your chance to really lean into that X-factor that makes your dental practice special & unique – the team. 

Showcase your team’s dynamic, personality and unique characteristics that make the experience of coming to your practice different than another competitor in the area.

Your patients don't just deal with 1 person - it takes a team to power a successful dental office. You know that, and your patients know it too.

Let them get to know the team before they even come in!

Why Us

Your "Why Us" video can be many different things - but this is your chance to show why a potential customer should choose your practice over another competitor.

What makes you different or special?

Focus on your "why". What makes you tick. If you are authentic about you "why" people will recognize that truth and you'll have a chance to make an emotional connection - and possibly a new patient, for life.

Patient Education (aka "Product Explainers")

Patient Education (aka “product explainer”) can be anything from educational videos about the products & services you provide, like how Invisalign works, to the experience a patient might have when they come to your office. 

Remember, the idea is to give potential patients more information about the services they need and help them feel comfortable checking out your practice – instead of someone else's.

Here are a few examples:

Patient Testimonials

Testimonials are huge. Written ones are good, images are better, but videos are the best.

90% of buyers who read positive customer success content claimed that it influenced their purchasing decisions.

Here is an example patient testimonial video from one of our clients, Supremia Dentistry.

Note: Your testimonials videos don't need to be produced like this with animations and backgrounds - they can be as simple as your patients taking a selfie video on their iPhone.

For example:

What's important is that you start getting these videos to add to your brand assets.

Dental Practice Media

Level-up your dental practice with unique, high-quality media.

Brand USP / UVP

What makes your practice unique?

Why should someone buy from you, instead of the hundreds or thousands of other options they have to buy from?

This is your brands USP (unique selling proposition), sometimes called a UVP (unique value proposition).

A USP (unique selling proposition) is the one thing that makes your practice different, and more specifically better, than your competition.

Your USP should emphasize & highlight the specific aspects of your practice that can convince someone to buy from you rather than the alternatives. It should make it clear to potential patients how you can improve their current situation and add value to their lives.

Your UVP is a form of brand messaging that makes your customers fall in love with your brand.

Here's a great (non Dental) example - Nerd Fitness.

In the health industry where fitness tips is already very saturated, they stand out.

Why? Their unique value proposition:

This UVP emphasizes the idea of community - that other nerds should get their fitness ideas from them (aka other nerds), instead of from the jocks that have been picking on them up their entire lives (at least according to the movies).

Think about how you can find a unique angle for your dental practice that you can turn in to UVP

Build Your Brand

  1. Share your Values
  2. Build Customer Trust & Loyalty
  3. Be Transparent
  4. Create Quality Content
  5. Maintain Consistency Across all Platforms
  6. Practice Purposeful Engagement
  7. Make Meaningful Customer Connections
  8. Grow Your Reputation
  9. Stand for Something, and Give Back

Share your Values

Sharing your values means being transparent with your why.

The better you illustrate your values the more your patient leads will have an opportunity to connect with you.

Some of the most successful brands are incredibly polarizing - but instead of worrying about the people they will alienate with their beliefs, they double down on them and get full commitment from people who share their views.

Example: Fox News vs. CNN

89% of consumers remain loyal to brands that share their values.

Build Customer Trust & Loyalty

Consumers do not buy products or services from brands they don’t trust.

Building trust in your practice takes effort, but here are some proven steps to getting there:

The brands who do a great job of building loyalty & trust follow these principles religiously.

94% of consumers show greater loyalty to brands that offer complete transparency.

Be Transparent

Transparent branding is becoming increasingly more important for consumers - and increasingly more difficult to hide with the prevalence social media.

A transparent brand is one that says one thing, and sticks to it.

Play your cards face up - no hidden fees, no fine print, no surprises - only smiles 🙂

94% of consumers show greater loyalty to brands that offer complete transparency.

Create Quality Content

Have pride in your practice, image & reputation - and create brand assets that reflect it.

Creating high quality content will build positive awareness of your practice and distinguish you as a trusted source of information.

Building quality media assets is a huge leg up on your competitors - don't underestimate this.

54% of consumers want more video content from the brands they support.

Maintain Consistency Across all Platforms

Consistency of your values, visual media, and messaging will help consumers have trust in your brand that when they finally come in to your practice they will receive a consistent experience there as well.

Consistency builds massive trust with your patients & will keep them coming back over time, and referring their friends & family.

Presenting your brand consistently across all platforms can increase revenue up to 23%. 

Practice Purposeful Engagement

Practicing meaningful engagement means having real conversations with people.

86% of consumers prefer honest & authentic brand personalities on social networks.

Make Meaningful Customer Connections

People have options.

If they choose to buy from you – use this an opportunity to build a true connection.

Everyday there are multiple opportunities for you to go above & beyond with customer experience that most businesses totally miss out on.

For an incredible example of meaningful connections, check out this story from the Ritz Carlton.

94% of consumers say they would be highly likely to recommend a brand they are engaged with on an emotional level.

Grow Your Reputation

Your reputation is everything - you should create systems to actively work on growing it.

93% of consumers use reviews to decide if a local business is good, or bad

Stand for Something, and Give Back

Giving back is beneficial for your business because people enjoy buying from brands who are socially responsible.

It's nice to know that your money is going to not only purchasing a product but also something more beneficial, but it is also the right thing to do.

13% of consumers would pay 31-50% more for a product or service if they knew the business was making a positive impact on the world.

Final Thoughts

Branding is the way you bridge the gap between name and meaning.

Branding is everything that you represent as a dental practice, and allows your patients to really feel those values.

One crucial element that will help you build a strong brand for your legal practice is to come up with a professional logo. 

You want your clients to recognize you, remember you, and tell you apart from competitors. Professionals in the legal industry often go with the traditional gavel and mallet.

Fortunately for you, this article will help you come up with a more novel, eye-catching great idea for a law firm logo that will set you apart.

Tips For Creating an Awesome Law Firm Logo

1. Research Your Color Scheme

Colors have meaning and evoke emotions. Your logo color is important because it communicates your brand message and speaks to your target customers.

It is imperative, then, to realize what emotion is every color linked to.

Colors & emotions:

Do you want to be seen as a strong litigator or be perceived as a partner that will be with them throughout the entire legal process?

Spend a little time thinking about the colors you will need to represent what your law firm stands for.

Pro tip: Remember that the colors you choose should be used across all your branding, including on your law firm's business cards.

2. Choose Your Fonts Wisely

Depending on the brand personality you want to convey, you can choose to use either modern or traditional fonts.

Before making a pick, take these short tips into consideration:

3. Try to Avoid Traditional Logos

It is okay to do away with the traditional gavel, justice scale, or law book design. In fact, if you want to come across as unique, we highly recommend it.

Your potential clients will typically search for the words “law firm”, "attorney", and "lawyer" when searching for help with their case. They are not really looking for those traditional symbols mentioned above.

Pro tip: Make sure you have a solid legal seo campaign in place so you can show up for these queries.

Once they visit your website, they want to see content that paints you as a professional law firm.

4. Consider Where it Will be Used

Your logo should be clear and recognizable, no matter the context. Consider the following pointers prior to sitting at the design table:

Simply ask yourself if your logo can endure the test of context and adapt to any environment. If the answer is no, then it is time to redesign.

5. Highlight Your Specialization

A logo that showcases your expertise with specialty law will catch people’s attention. Consider designs that demonstrate your unique value.

For instance, if you specialize in personal injury, a logo with an art showing a person wearing a cast would very powerfully describe what it is that you do. A family attorney would have a representation of a family on its logo. Just remember to keep it stylish and modern.

Think of ways in which your design will tell clients if you either specialize in one of the two mentioned above, or divorce, elder, tax law, environment, or whatever the case may be.

6. Feature Your Name

In the legal industry, reputation is the name of the game. And people relate your reputation to your firm name. Make a strong statement by displaying the name of your firm in your logo in a distinct way.

In the future, once your logo has earned its reputation, people should be able to connect your logo with your name, without even having to read it. Consider what do you want people to think about when they see your name in the logo or only the art design on it.

Want to improve the brand awareness of your law firm? Our legal marketing services are engineered specifically to help you grow your reputation, lead volume & caseload.

7. Don’t Be Afraid to Put in Some Colors

As long as you did research your color scheme, you can get creative and add in non-neutral colors. As you probably know, some colors do not really match and can make your logo look stuffy and/or overwhelming.

Apply the rules of complementary colors to decide which will be your best combination. We do not recommend using a large number of colors. Two to three colors in the same design should do just fine.

8. Communicate Your Brand’s Intent

A logo is powerful if it clearly tells your clients what you can do for them just by simply looking at it. This also helps build positive perception to your brand when they associate your logo with positive connotations.

9. Convey the Business Message of the Company

Fashion Law Institute’s logo communicates the business message of the company in a simple yet succinct way.

At first glance, It looks like a hammer. But if you look closely, the head portion is actually and thread and the handle is a needle.

Simple, clear, yet creative.

10. Logos With a Fancy Typeface Can Look Good Too

LGBT Law Center wanted a logo that communicates its goal of nurturing justice across time, societies, and sexual orientation.

That messaging is reinforced by this choice of typeface. The rainbow-colored polygons also make their logo stand out from the typical law firm logos.

11. Make Use of Geometrical Shapes

This logo of TE Law Offices is in a geometrical shape put together using the letters ‘T’ and ‘E’. The letter ‘T’ at the center and the small blue lines also make the logo look like a scale, which is one of the symbols of justice.

Geometric shapes are made of patterns that are regular and provide a feeling of order and structure. The best part is that these patterns are easily recognizable. The fact that these shapes are regular gives a feeling of efficiency and organization.

12. Add a Tagline

The Jacob Law Firm’s logo incorporated unique elements such as the tip of a pen, green stems, and leaves. It is non-traditional in terms of symbols and colors and adds a tagline to further communicate what the firm does for its clientele.

A tagline is a short text that describes everything you do. In three to four words, you must be able to give your audience a complete scope of your purpose, mission, and vision. A tagline will help clients feel more connected to your firm.

Have these ideas in mind when coming up with a tagline:

It does sound like a challenge, right? Take your time to collect your thoughts and come up with something brilliant. Remember to search Google if your tagline is not already in use.

13. Give a Familiar Logo a Modern Twist

Pannu Law added a modern twist to the traditional shield commonly used in logos. Distinctive cuts were added to divide the shield into two portions.

Two shades of blue were also used. This color is usually associated with intelligence and friendliness. This is a great way to show that you can be conservative and modern at the same time.

14. Try Gradients

The trend in design right now is going towards making flat logos. To make your logo stand out, you can add a gradient to it. Benakem Law’s copper gradient made its logo look even more elegant.

One important thing to consider is to not make the gradient the main point of your logo. It should only be used to give it an extra flair. This accentuates an already strong logo.

15. Make it Sophisticated, yet Straightforward

The classic typography of ‘L’ in gold is used as the centerpiece of Lahmann law’s logo. It exudes a strong sense of elegance, achievement, and prestige.

This is yet another example of simplicity with elegance.

16. Use Shapes Smartly

Russell Law Firm was able to incorporate the pillar and the letter ‘R’ for its logo. This is another example of how you can add a creative twist to traditional law firm logos while making it memorable.

Keep in mind that shapes must portray elegance, regularity, and simplicity. Do not try to force a shape into a design. This might only make it appear too loaded or make it difficult for clients to understand it.

17. The Classic Monogram

Monograms never go out of style. Why? Just because they work. If you create a balanced, eye-catching monogram for your logo, it is a good way to add credibility to your overall brand image.

18. An Intricate and Meaningful Logo

Looking at this logo from Dickson Law Firm, you can see that the main symbol used is a shield. But it’s more than just that. They were able to integrate the founder’s initials MDD into the shape of the shield with a subtle reference to the baseball history of the founder.

A meaningful logo shows individuality. It helps clients connect the person with the brand, which is very important in this line of work.

19. It’s in the Details

Goldman Law’s logo is another example of integrating letters into a pillar symbol (just like what Russell Law Firm did with theirs in the example above). This logo was able to execute this creative trick in a more subtle way.

As we have mentioned before, keep it simple and understandable. Pay attention to details such as balance, space, and symmetry.

20. Years Build Credibility

In the legal practice, the longer you are there, the more people trust you and your expertise. Mckenzie Law Firm made sure to include their date of establishment in their logo to show clients that they have many years of experience.

21. Your Logo is About You

Kennedy Payne is a solo practitioner and decided that her full name will be conveyed in her logo in a straightforward way. It is also supplemented by her initials on the left-hand side. This logo is simple, clean, and easy to understand.

22. More Ways to be Creative

Thompson DC Law had another creative way of using the pillar symbol. They were able to incorporate the letter ‘T’ in it. The angled edges at the end of the lines also make the symbol more modern.

To this point, you are probably wondering if you have it in you to come up with your own creative ideas. Since this is a profession you chose because you love, it is easy to tap into that to get a logo that will tell others what you are about.

Here are some quick ideas to get those creative juices flowing:

23. Strong Symbols

In this logo, Alexander Law Group combined to traditional yet strong law symbols - justice scale and a sword. Creating an original symbol out of classics is not easy to pull off but once successfully done like this, it can greatly benefit your law brand.

24. Keeping it Simple

As we have mentioned earlier, sometimes, less is more.

Your logo would be easily remembered and recognized by potential clients if it is easy to understand and look at.

Avoid having too many complicated symbols that people will most likely not remember. We recommend that you choose a simple logo that is straightforward in communicating who you are and what you do.

25. Hire a professional designer

Hire a professional designer to do your logo for you-just like you would advise your clients to hire a lawyer instead of representing themselves.

Your legal practice’s logo will represent you moving forward in your professional practice. You have one shot to make it right. Changing logos along the way will hurt your brand image more than help.

Here are some benefits of hiring a professional designer to design your law firm logo:

If you want to hire a professional designer but don't want to break the bank, here are a couple options:

With over 1.35 million lawyers to compete with, U.S. attorneys need to find new ways to stand-out and be remembered.

If you are one of these lawyers, you are probably wondering where and how to start.

Enter a timeless classic - your law firm business card. 

A well-designed attorney business card will make you memorable to your clients, stand-out for first impressions, inspire confidence & promote your brand effectively.

You will want to reference your law firm branding guide-book you created for font choices, colors, logo, etc. but the design can still take many forms…. You did do your brand guidelines, right?

To make your life easier (no need for thanks, it's part of our job description) we have compiled for you 25+ best practices, tips, design ideas, samples & templates that will land your business cards in your client's wallets (and avoid their trash bins).

If you want to cut right to the chase and get a new business card, we recommend 99 Designs for the price and quality of look and feel.

Warning: If you don’t take this seriously – no one will take your brand seriously. And your cards will probably just be used as ninja star throwing practice.


So, without further ado and in no particular order ... Here are:

The Best Law Firm Business Cards (w/ commentary)

1. Make Your Contact Information Easily Accessible

Don’t forget the most important element in a business card: your contact information. 

Let your clients know where and how to reach you. Include your phone number, email address, office address & website.

Time for a website upgrade?

We build beautiful websites for the legal industry - designed to WOW, and engineered to perform.

Listing your complete contact information also helps establish your credibility.

Clients will most likely take a look at your website, call you, and Google your reviews before contacting you.

If your business card is the first brand impression, your presence online will very likely be the second.

2. List your jurisdictions

Your business cards should reflect your jurisdiction(s), or the states only covered by your license. 

This will help clients know if you are licensed to practice law in the area where they need help.

If you have an office in a specific state but cannot practice there, it may be worth noting on the back of your card.

3. Include your specialization

Information on your specialization will help filter inquiries to clients you are capable of servicing based on your practice – saving time for you & prospective clients.

Additionally, your specialization is your offer. There may be hundreds of lawyers in the area(s) you practice law, but not all of them serve the same types of cases.

Aside from that, a specialization under your name paints you as an expert of that practice. Clients will most likely choose you over other lawyers once they see that you are an expert in winning the case or situation they are in.

4. Distance yourself from overused motifs & legal symbols

It is okay to do away with the usual justice scale, gavel, or law book in designing your lawyer business card - in fact we recommend it. 

Choose a logo relevant to your specialization and add a twist to it.

5. Apply your brand elements consistently

Make sure that the logo, color scheme, and fonts in your attorney business card is consistent with what you use in all of your marketing platforms.

Consistency will build brand awareness and familiarity over time.


6. Make sure your text is readable

Workaround your brand elements to see what color, font size, and font style combination will work for a small material like a business card.

Keep clutter to a minimum – less is more (also there's a back side)

7. Experiment with colors

It does not have to be always black and white. Look into your brand colors and see which ones will look good once printed.

8. Add a catchy tagline

Add a short tagline that will briefly describe your brand promise or what you can do for your clients. 

9. Avoid superlatives

Including the words “best”, “top”, “world-class” in your lawyer business cards can land you in hot water.

Any claim you make about your law firm needs to be backed up by substantial proof/evidence or can be considered misleading, according to attorney advertising guidelines.

10. Opt for space

Oftentimes in all things design, less is more.

What not to do:

You don’t want to make your business cards to look like a promotional flyer for your law firm. Keep it professional and stick with the essentials only.

11. Make use of both sides

A business card is a valuable marketing asset at your disposal.

Maximize it by putting relevant information and branding elements on both sides.

12. Do more with your cardstock

You don’t have to stick with the traditional cardstock. There are specialty cardstocks available that will add texture to your cards.

If you want to exude credibility, you can choose a harder cardstock material and even have it silk-laminated.

13. Consider cut-outs to really make your design stand-out

Make your business card unique by trying the die-cut design.

For example, if the name of your law firm starts with the letter “M”, you can have your business card cut to an “M”-shape as well.

14. Explore using other materials

Don’t limit yourself to cardstocks, there are plenty of creative materials out there to choose from as well.

Material ideas for your law firm business cards:

Okay so for the record we don't recommend you use a meat business card, we just wanted to be thorough in presenting you with the options.

15. Try the minimalist design

Give your business cards a more personality and youth by using a minimalist design. Choose sleek and clean-looking fonts like Museo Sans, Quinta, Simplifica, Gidole, or Quicksand to complete the look.

16. Embed some tech

If your target clients are younger or are tech-oriented, you can embed a chip or include a QR code in your attorney business cards.

Once scanned, they will be led to a website or a page with more information about you and with an option to book an appointment.

17. Store your business cards in a hard case

Your business cards should always be neat and presentable. Store them in hard cases to avoid being crumpled or folded when inside your bags or pockets.

18. Add texture

Use suede, linen, or have an embossed detail to add some texture to your business card.

19. Include a call to action

Adding a call to action will differentiate your business cards from competitors. Only a few companies and professionals have this. It might also be the reason for a potential client to call you back for an appointment.

20. Make use of foil to add accent

Instead of sticking with the usual ink for printing, add foil accents to make your attorney business cards look more elegant. Use copper foil instead of gold foil to achieve a more premium yet softer overall look.

Some Rules to Remember When Crafting Your Law Firm's Business Card Design

Adding a touch of creativity to your lawyer business cards will help you stand-out. It is important to keep in mind that there are regulations that govern advertising yourself and your law firm.

Here are some rules of conduct to remember as you design your attorney business cards:

21. Be truthful in what you offer or communicate.

The services and level of expertise advertised on your business cards should match your capabilities.

Do not label yourself as a specialist or an expert without making sure that you are certified to use these titles in the state or states you are operating in. 

Some states even require disclaimers. For example, in Illinois, if your business card describes you as a certified specialist, your card needs to have a disclaimer stating that the certification is not required to practice law in the state.

22. Accurately indicate your name and your law firm.

To be safe, make sure that your attorney business cards reflect the complete name you used upon licensure. There are some states that accept nicknames and variations as long as it does not result to a misleading identity.

Be transparent also in indicating whether you are a solo practitioner or part of a law firm. You cannot just add “& Associates” after your last name if you do not actually work with other lawyers.

23. Declare if you do not have brick-and-mortar offices.

Usually, attorneys would just indicate their website on their business cards if they don’t have a physical office.

This can mislead some potential clients to think that you have an actual office location. This is why it is important that your business card should indicate that the office is available “by appointment only”.

24. Indicate your area of practice.

This is not just best practice in terms of design - Your business cards should reflect your jurisdiction, or the states only covered by your license to prevent misleading clients into thinking that you can practice in the area where you are advertising.

If you are not licensed to practice law in the same state that your firm is located, this must also be communicated on your business card.

25. Claims on your business card should have substantial proof.

If you indicate “Law Firm of Choice” or “Top Performing Lawyer” as tagline or website domain name, make sure that there is proof to back your claim.

These superlatives could violate the ethics rules that prohibit false or misleading communications.

Final Thoughts

Business cards help you make a good first impression to your potential clients. These are powerful marketing tools that you can carry every day.

In the process of designing your business card, make sure that you are mindful of rules covering your state and ethics that govern lawyers.

Remember that lawyers are always held to high ethical standards when it comes to their work and marketing. 

Invest time in designing an attorney business card that is ethical, worth keeping, and is something that will make clients remember and contact you.

Not sure where to get business cards for your firm? We recommend you check out 99 Designs. They have a variety of affordable and premium packages that will guarantee a professional look for your firm.

Additional Recommended Reading:

The same old law firm branding & message is not resonating with potential customers anymore.

Branding evolves, marketing evolves, and so does your customer – and they expect better.

Traditional (maybe even boring) legal branding does not attract attention nor allow a firm to differentiate itself from a sea of competition (anyone else tired of seeing gavels & stuffy law libraries everywhere?)

To stand out from the crowd, proper law firm firm branding is the first step you can take to create a powerful reputation for your legal practice. 

What is Law Firm Branding (& Why You Need it)?

Good branding attracts customers & creates strong emotional connections to your business, and marketing runs on emotion.

Branding is:

And if you're curious to where it comes from, here you go:

Notice the definition says distinctive wording or design – I'm looking at you Mr. Lawyer who puts gavels on everything. Everyone does that, let's strive to stand out.

But more than that, branding is being able to establish a positioning strategy. Identify your Unique Selling Proposition (USP) – what makes you different – and then marry that with how you portray it to your clients.

The end goal is brand equity for your legal practice - meaning the level of influence your brand makes in the purchasing behavior of customers.

Attorney Branding Components

By now, you should already realize that you do not have to limit yourself to the typical weighing scale, gavel logo, courthouse columns, etc. 

We want to evoke EMOTION – think about exploring different font styles, sizes, and colors to come up with a creative (yet still professional, or even "formal" if you so desire) logo perfect for your law firm. There is more than one way to visually display justice, integrity, equality, etc. 

The best way to start anything creative is to see what's out there, and use them for inspiration.

So, in the spirit of Pablo we have curated a list of our favorite law firm logos for you to check out and draw some inspiration from.

Law Firm Buyer Persona

Law firms often select a target market, gather general information, and create a basic overview of the services they can provide to address the market's needs. But once again – everyone is doing that, so let's dive a little bit deeper & help your law firm brand stand out.

How? With a customer person (aka buyer persona, aka customer avatar)

A buyer persona helps you identify & improve your understanding of your ideal customer. What kind of cases do you want? What kinds do you NOT want?

The first step towards getting more of what you want is to be highly specific about that.

The process of creating buyer personas will force you to put yourself in the shoes of your potential clients & give you a better idea of how and where they find information when they need legal services.

As a result, you can start giving most of your attention to the types of clients you want to serve, and spending less time dealing with the leads/clients/cases that you don't want (you know what I'm talking about ... you probably even have a name for them at your law firm like "the crazies" or "time sucks" – guess what, that is pretty close to creating a buyer person for what you DON'T want, and you wonder why you keep getting those calls?

Law Firm Brand Voice

Your brand personifies your legal practice.

What you say and how you say things will determine your law firm's brand voice. Your voice communicates the firm’s values, identity and even opinions to the market. It is not just the way things are shown (logos, imagery, etc.) but also how things are communicated (vocabulary, tone, etc.)

The goal of having a brand voice is to be able to project a uniform positioning, personality, and image – across all channels of interaction. From your office decor, to your website, to marketing materials, etc.

Your Law Firm's USP Unique Selling Proposition (USP)

Your firm’s unique selling proposition is really the actually differentiating factor between you and your competitors – branding is really the practice of communicating that.

Unless you can identify what makes your firm unique in a crowd of homogenous law firms, you cannot establish a unique brand successfully.

Consistent Application

Once you have established your brand identity, it is important to consistently apply it across all consumer touch-points.

A consumer touch-point is any place / time a potential customer or client comes in contact with your brand (before, during or after they purchase something from your business).

You can do this by crafting guidelines for design and application. For example, your logo should appear the same in your business cards, websites, letterheads, and any other place where potential clients might come across your brand. 

Remember, this is how your clients will get to know your law firm moving forward.

How To Differentiate the Branding of your Law Firm

So, how can a law firm stand out? How do you establish a strong positioning strategy?

Start by identifying the following:

  1. Differentiators
  2. Basics
  3. Neutrals
  4. Issues


These are two to three elements that truly set your firm apart from the competition. They will serve as pillars of your differentiated brand.


Many law firms use basics as key messages in their advertorials and promotional materials.

Examples of these are integrity, client service, pro bono, etc. However, these are already basic expectations from a typical law firm.

All your competitors have them as well. Definitely, these should not be the ones you highlight.


Neutrals are attributes that do not necessarily have positive nor negative impacts to your clients. In short, they don’t seal the deal. An example of this is your law firm’s celebration of 100 years in the industry.

Tenure does not necessarily guarantee the achievement of your client's goals.


These are challenges faced by your law firm faces that branding cannot address.

Make Your Legal Branding Strategy Stand-out With Relevant Content

In recent years, law firms have begun to understand and appreciate the need for branding, and more firms are now veering away from traditional marketing channels (frankly, not enough though).

Clients view attorneys as experts. They want to be educated, informed, and enlightened - not just to be sold to. Recognizing this client preference, law firms now gear towards content marketing (aka educating your consumer when they are earlier in the buying journey, building trust, etc.

Kind of like how you are reading this article right now, before you hire us are your legal marketing agency

Creating blogs, newsletters, videos, surveys and webinars will help you engage with potential clients and actually get them to initiate contact to inquire about your legal services.

Consumers are always looking for reasons to believe before they give someone their business. Really just searching for that one little push.

Content marketing will help you do this. Put out relevant content that answers their questions, helps put their mind at ease (legal issues are super stressful, so hit that emotional trigger). Publish case studies & case wins on your website that feature success stories to inspire confidence.

You get the picture.


Establishing a solid law firm brand takes hard work, thoughtful planning & a clear strategy. Understand your buyer, understand your goals, and work towards creating a consistent & central way to portray your law firms unique differentiators.

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