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Consistent Graphic Standards in Printed Materials Boost Professional Appearance

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published February 01, 2013

By CEO and Founder - BCG Attorney Search left

The quality of printed materials says much about an attorney and law firm. A consistent use of good graphic design, applied to all documents and materials carrying the attorney's name, communicates a professional image. Logos and logotypes, type styles, paper, ink colors, and other items all play a role in the attorney's image.

This article discusses
  • the role of good graphic design in the marketing process.
  • the effect of graphic design elements on clients' perceptions of an attorney.
  • use of desktop publishing by individual attorneys.
Most attorneys are surprised when they realize the large number of printed materials that carry the firm name on them and therefore reflect the firm's image. Every attorney has business cards and letterhead with some sort of typeface and color of ink and paper representing his or her name. But there are many other items where the name of the attorney or firm is represented: outdoor signage, brochures, invoices, internal memos, transmittal slips, note papers, binders, fax transmittals, notebooks, and many more.

Therefore, establishing standards for graphic design is desirable to achieve a professional presentation of the firm name whenever and wherever it appears. The purpose is not only to cause instant recognition of the sender by the receiver, but also to reflect a high quality and consistent image at all times.

When establishing graphics standards, it is helpful to think of graphic design as a language. It has a vocabulary that includes color, type, paper, grids, size, layout, photos, illustration, graphic devices, and printing techniques. By combining the various elements effectively, an attorney creates appropriate and powerful communication and a common unified presentation.

Logos and Logotypes

Logos are symbols or marks that identify a company or organization. Most attorneys prefer the use of logotypes, simply the attorney's name printed in a certain typeface. In both cases, the design elements are presented in a certain relationship of words and lines to each other. The logo (if there is one), typeface, and colors work together to create the visual impact desired.

Type Styles

There are hundreds of different typefaces. Through historical association and exposure to type, the average person is conditioned to respond and feel differently about each face. Although this response can be strong or subtle, type plays an important role in the reader's reaction to a printed piece and therefore the attorney who produced it.

Colors

Most attorneys prefer black on their stationery. But in printing newsletters, announcements, brochures, and other materials, other colors can be used. It is important to choose colors that are designed to provide a wide variety of color selections for the particular needs of a printed piece but at the same time establish a color harmony throughout all communications.

United States
Paper

The use of appropriate paper is probably the most overlooked opportunity for attorneys to make a powerful impression on clients and other alike. For relatively little extra cost, the impact of high-quality paper is generally worth it. Most attorneys choose white paper, but papers that are cream or ivory can be of value. Like type style, each of these creates a different impression.

Paper also comes in various weights, measured usually in pounds. Standard photocopier paper is 24 pound, although some with a lighter "feel" will be 20 pound. Most letterhead is printed on 24-pound paper, but with a texture added. The point here is to realize that there are numerous options, and a few minutes with a knowledgeable printer or graphic designer choosing a good-quality paper is time well spent.

Grids

A grid is a way of organizing a page so that information can be easily placed in a consistent and structured manner. A grid divides a page into units which are the basis for determining the layout. A typical grid will be based on a rectangular module. The most common page size is 8-inch by 11-inch and the grids will typically be in the same ratio. Documents of other sizes work well using the grid concept. The 4-inch by 9-inch horizontal and vertical formats are functional sizes for self-mailers and inserts into standard envelopes. The same square grid is applied to these sized pieces.
A grid should be designed to guide the layout of every printed piece. The use of the same grid from piece to piece will contribute immeasurably to the continuity of an organization's presentation.

Graphic Devices

Graphic devices such as bars and rules can be used to add emphasis and interest. They should, however, be used sparingly and should have a communication function rather than simply being decorative.

Desktop Publishing

Desktop publishing software gives attorneys great opportunity to reduce outside design expenses. But it also may cause attorneys to spend enormous amounts of time creating documents that may or may not look better than other options.
Both individual attorneys and firms can become enamored with the technology of desktop publishing, with the intentions to increase efficiency and save money. In reality, a downturn in staff and administrative productivity can easily occur. Most attorneys now use some form of computers for word processing. This is almost mandatory in today's business environment. However, as word processors get more and more elaborate and allow users to enter the world of desktop publishing, the user can go astray. Desktop publishing is best left to the outside experts, or in the case of very large firms, left to one individual who uses it daily and becomes proficient.

About Harrison Barnes

No legal recruiter in the United States has placed more attorneys at top law firms across every practice area than Harrison Barnes. His unmatched expertise, industry connections, and proven placement strategies have made him the most influential legal career advisor for attorneys seeking success in Big Law, elite boutiques, mid-sized firms, small firms, firms in the largest and smallest markets, and in over 350 separate practice areas.

A Reach Unlike Any Other Legal Recruiter

Most legal recruiters focus only on placing attorneys in large markets or specific practice areas, but Harrison places attorneys at all levels, in all practice areas, and in all locations—from the most prestigious firms in New York, Los Angeles, and Washington, D.C., to small and mid-sized firms in rural markets. Every week, he successfully places attorneys not only in high-demand practice areas like corporate and litigation but also in niche and less commonly recruited areas such as:

  • Immigration law
  • Workers’ compensation
  • Insurance defense
  • Family law
  • Trusts & estates
  • Municipal law
  • And many more...

This breadth of placements is unheard of in the legal recruiting industry and is a testament to his extraordinary ability to connect attorneys with the right firms, regardless of market size or practice area.

Proven Success at All Levels

With over 25 years of experience, Harrison has successfully placed attorneys at over 1,000 law firms, including:

  • Top Am Law 100 firms such including Sullivan and Cromwell, and almost every AmLaw 100 and AmLaw 200 law firm.
  • Elite boutique firms with specialized practices
  • Mid-sized firms looking to expand their practice areas
  • Growing firms in small and rural markets

He has also placed hundreds of law firm partners and has worked on firm and practice area mergers, helping law firms strategically grow their teams.

Unmatched Commitment to Attorney Success – The Story of BCG Attorney Search

Harrison Barnes is not just the most effective legal recruiter in the country, he is also the founder of BCG Attorney Search, a recruiting powerhouse that has helped thousands of attorneys transform their careers. His vision for BCG goes beyond just job placement; it is built on a mission to provide attorneys with opportunities they would never have access to otherwise. Unlike traditional recruiting firms, BCG Attorney Search operates as a career partner, not just a placement service. The firm’s unparalleled resources, including a team of over 150 employees, enable it to offer customized job searches, direct outreach to firms, and market intelligence that no other legal recruiting service provides. Attorneys working with Harrison and BCG gain access to hidden opportunities, real-time insights on firm hiring trends, and guidance from a team that truly understands the legal market. You can read more about how BCG Attorney Search revolutionizes legal recruiting here: The Story of BCG Attorney Search and What We Do for You.

The Most Trusted Career Advisor for Attorneys

Harrison’s legal career insights are the most widely followed in the profession.

Submit Your Resume to Work with Harrison Barnes

If you are serious about advancing your legal career and want access to the most sought-after law firm opportunities, Harrison Barnes is the most powerful recruiter to have on your side.

Submit your resume today to start working with him: Submit Resume Here.

With an unmatched track record of success, a vast team of over 150 dedicated employees, and a reach into every market and practice area, Harrison Barnes is the recruiter who makes career transformations happen and has the talent and resources behind him to make this happen.

A Relentless Commitment to Attorney Success

Unlike most recruiters who work with only a narrow subset of attorneys, Harrison Barnes works with lawyers at all stages of their careers, from junior associates to senior partners, in every practice area imaginable. His placements are not limited to only those with "elite" credentials—he has helped thousands of attorneys, including those who thought it was impossible to move firms, find their next great opportunity.

Harrison’s work is backed by a team of over 150 professionals who work around the clock to uncover hidden job opportunities at law firms across the country. His team:

  • Finds and creates job openings that aren’t publicly listed, giving attorneys access to exclusive opportunities.
  • Works closely with candidates to ensure their resumes and applications stand out.
  • Provides ongoing guidance and career coaching to help attorneys navigate interviews, negotiations, and transitions successfully.

This level of dedicated support is unmatched in the legal recruiting industry.

A Legal Recruiter Who Changes Lives

Harrison believes that every attorney—no matter their background, law school, or previous experience—has the potential to find success in the right law firm environment. Many attorneys come to him feeling stuck in their careers, underpaid, or unsure of their next steps. Through his unique ability to identify the right opportunities, he helps attorneys transform their careers in ways they never thought possible.

He has worked with:

  • Attorneys making below-market salaries who went on to double or triple their earnings at new firms.
  • Senior attorneys who believed they were “too experienced” to make a move and found better roles with firms eager for their expertise.
  • Attorneys in small or remote markets who assumed they had no options—only to be placed at strong firms they never knew existed.
  • Partners looking for a better platform or more autonomy who successfully transitioned to firms where they could grow their practice.

For attorneys who think their options are limited, Harrison Barnes has proven time and time again that opportunities exist—often in places they never expected.

Submit Your Resume Today – Start Your Career Transformation

If you want to explore new career opportunities, Harrison Barnes and BCG Attorney Search are your best resources. Whether you are looking for a BigLaw position, a boutique firm, or a move to a better work environment, Harrison’s expertise will help you take control of your future.

? Submit Your Resume Here to get started with Harrison Barnes today.

Alternative Summary

Harrison is the founder of BCG Attorney Search and several companies in the legal employment space that collectively gets thousands of attorneys jobs each year. Harrison’s writings about attorney careers and placement attract millions of reads each year. Harrison is widely considered the most successful recruiter in the United States and personally places multiple attorneys most weeks. His articles on legal search and placement are read by attorneys, law students and others millions of times per year.

More about Harrison

About LawCrossing

LawCrossing has received tens of thousands of attorneys jobs and has been the leading legal job board in the United States for almost two decades. LawCrossing helps attorneys dramatically improve their careers by locating every legal job opening in the market. Unlike other job sites, LawCrossing consolidates every job in the legal market and posts jobs regardless of whether or not an employer is paying. LawCrossing takes your legal career seriously and understands the legal profession. For more information, please visit www.LawCrossing.com.
Gain an advantage in your legal job search. LawCrossing uncovers hidden positions that firms post on their own websites and industry-specific job boards—jobs that never appear on Indeed or LinkedIn. Don't miss out. Sign up now!

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