While the audience is lawyers, we do NOT want any cliche law icons (scales, gavels, etc). The premise of the business is that "old law" is broken and doesn't work, and the way of the future is law firms running like businesses, not dudes with powdered wigs.
What we are trying to convey:
- Running your law practice the "old way" doesn't work any more.
- We will show you how to run your law firm like a real business - more profitable, more fun, and better for your clients.
The logo should be designed to attract more forward-thinking, business-minded individuals (who happen to be lawyers, but have more of a business mind than a legal one). It does not need to appeal to old-school-lawyer types, and in fact it's fine if it repels them. "this isn't for your grandpa's law firm".