Choosing a name or a new name for your law firm is a project that should not be taken lightly. It's very difficult to cut through the competitive clutter in the marketplace, so a distinctive name can become a definite marketing advantage. Try to leave the egos in check as you choose the name that makes the most business sense. If you are forming a new firm, try to limit the name to one or two last names. If you're changing names either to shorten an existing long firm name or to reflect a change in the firm leadership, still try to stick to just two last names. In most cases, your clients or the marketplace in general have already told you, in everyday usage, what they accept as your firm name. If all else fails, ask your receptionists what most callers call you. They usually know better than anyone else!