Inspired by the AmLaw 200's use of firm taglines in 2005, and, Stem Law's strategy blog compilation of law firm taglines in the US and Canada in September, Lawyers Weekly thought it would take a look at what Australian law firms have to offer.
Unfortunately, though, it seems that Australian law firms are not quite as quick as their international counterparts to adopt a one-liner that sums up their entirety. Of course the local offices of international firms - such as DLA Piper - carry their parent taglines, but other firms are not quite as obvious with their branding statements.
Still, here's a shortlist of what we canvassed:
Phillips Fox: Everything matters
Hunt & Hunt: Experience | Insight | Solutions | Results
Slater & Gordon: Reputation & Results
Griffith Hack: working with clever people
Mills Oakley: Partners in your business
Middletons: straight talking
ABL: excellence | insight | teamwork
Corrs: Making business sense
McInnes Wilson: astute and involved
Hynes Lawyers: the advantage of focus
Holding Redlich: A unique national Australian commercial law firm
Stacks: expert, friendly, cost effective
TressCox Lawyers: connected talent
Talbot Olivier: we are more than just lawyers
Blake Dawson: Would you like to grow a little faster?
Gadens: offers legal services that go beyond a single dimension
Optim Legal: the next generation law firm
Advent lawyers: New life
For simplicity, the award would have to go to Advent Lawyers with their "New Life" motto. The cryptic prize must certainly go to Gadens and their "beyond a single dimension" statement.
Talbot Olivier's "we are more than just lawyers," begs the question: "What are you then?" While one must also ask what's so original about Holding Redlich when they state they are "a unique national Australian commercial law firm"?
Lawyers Weekly rates the minimalism of TressCox Lawyers with their two words, "connected talent". After all, that's exactly what a firm should be. We also believe it's a big step up from last year's, "size doesn't matter, it's experience that counts".
See more US, Canadian and international law firm taglines here
What tagline would make you work for a firm? Comment below.