Gibbons is Name Dropping
January 19, 2007
Gibbons, Del Deo, Dolan, Griffinger & Vecchione, P.C., will shorten its name and launch a new logo to coincide with the firm’s move to One Gateway Center in February 2007. The firm’s new name (effective on February 5, 2007) will be “Gibbons P.C.” and the new Gibbons logo will be used on all firm materials, including on a sign that will join the Newark skyline upon the firm’s move to its new headquarters.
The process of analyzing the firm’s name and brand began with in-depth research conducted by a specialist in the marketing field who interviewed the firm’s clients, peers, alumni and other contacts for feedback on their views of the firm. In addition, interviews were conducted with firm attorneys, including those who had been at the firm for tenures varying from one to 40+ years.
“In these interviews, we found one resounding theme – our clients, our peers and our own attorneys call us by the name Gibbons,” said Patrick C. Dunican, Jr., Managing Director of the firm. “When the most important people to your business call you by one name, it is the logical next step to use that name in all communications to leverage the equity in that name to create a consistent message and increased brand awareness.”
Shortening the firm name comports with the trend for law firms and corporate America to brand the name most often referred to in both external and internal communications. The firm’s new name has the significant advantage of being easier to recall – two syllables are easier to remember than fourteen. In addition, the firm’s name pays tribute to its standard bearer, John J. Gibbons, who returned to the firm in 1990 after serving as the Chief Judge of the United States Court of Appeals, Third Circuit. He served on that Court for 20 years, during which time he authored more than 800 published opinions.
The firm’s new logo pays tribute to the firm’s history and future. The use of the blue and gold colors is consistent with the firm’s existing color scheme, however the new look and feel of the logo conveys that the firm is vibrant, strong and able to handle even the biggest of challenges for its clients. The logo is unique in that the name of the firm begins with a custom designed “G” which makes a clear and strong statement standing outside of the box.
This new graphic identity of the firm will be a visual execution of the distinguishing characteristics of the culture of the firm, and will grace the top of the firm’s new headquarters at One Gateway Center. The sign will be illuminated and will appear atop the South and East sides of the building and will be visible to planes landing at Newark Liberty International Airport as well as motorists on the New Jersey Turnpike.
At the same time, the firm will also launch its newly redesigned website, which will feature the logo prominently, as well as increased functionality, easy-to-use navigation, and other technological advances to help provide information and news to site visitors in a clear, concise manner.