Justice Isn’t Colorblind

An ad agency’s analysis of how the 200 most profitable law firms use color on their Web sites shows a surprising trend: Blue is hot.

According to a Boston Globe story on the survey, 116 of the firms predominantly use blue — seen as a “low arousal? color — in logos, Web sites, business cards and other marketing materials. On the other hand, only 19 firms use high-arousal red in their brand identity, according to Boston-based Partners + Simons.

But California, a state that’s always been more interested in making, rather than following, trends, doesn’t sync up with the rest of the country.

A quick look at the Web sites of 12 big Golden State firms paints a different picture — one might even call it a rainbow coalition.

  • Latham & Watkins: red and gray
  • O’Melveny & Myers: blue and green
  • Gibson, Dunn: earth tones
  • Paul, Hastings: blue
  • Morrison & Foerster: black and blue
  • Orrick, Herrington: green and gray
  • Heller Ehrman: red, black and yellow
  • Pillsbury Winthrop: red, white and gray
  • Wilson Sonsini: yellow and blue
  • Cooley Godward: red, white and gray
  • Thelen Reid & Priest: blue and white
  • Sheppard, Mullin: blue, white and orange

I can see it now: Cravath, Swaine & Moore will redesign its site using an orange and pink motif.

Candice McFarland


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