This presentation was originally delivered at the 2025 Legal Marketing Association Conference in Washington, DC.
It’s not uncommon to see a law firm’s graphic identity become stagnant for decades—and then, *BOOM*—an entirely new look is unveiled that bears no resemblance to the previous one. This is almost always a mistake, as it causes tremendous brand confusion.
During this presentation, we examine why the most enduring brands in the world (think: Apple, Shell, Coca-Cola) never reinvent their graphic identities. Instead, they evolve them.
Additionally, we explore
- Examples of how the biggest brands in the world make incremental changes to their graphic identities
- Examples of how law firms have successfully evolved their logos over time
- Cautionary tales of failed redesigns, inside and outside the legal industry
- How to determine when an evolution doesn’t make sense—and when a complete visual brand redesign is justified
To watch the entire presentation, click on the video below.
About the Authors
Robert Algeri is a co-founder of Great Jakes, a strategy-first brand and website design agency that partners exclusively with growth-focused law firms. He helps firms clarify their positioning and translate it into modern digital experiences that differentiate them from competitors. Deeply involved in the legal marketing community, Robert is an active member of the Legal Marketing Association (LMA) and has served on a range of boards and committees. He also writes and speaks regularly on law firm branding, websites, and growth, including contributions to industry outlets such as the LMA’s Strategies magazine.
Dion Algeri is a co-founder and Creative Director at Great Jakes. For more than 20 years, he has helped shape modern legal marketing by translating a deep understanding of the legal marketplace into sophisticated digital experiences for law firms. He writes and speaks frequently on legal marketing, including contributions to the American Bar Association’s Law Practice magazine. Dion also serves as editor of the Great Jakes blog, where he shares practical insights on law firm branding and websites.
