WASHINGTON, June 30, 2004 – LAWFUEL – Greenfield/Belser Ltd, the premier
brand-design firm for the nation’s legal industry, announces the release of
its new book, 25 Years of Legal Branding. The book memorializes the 25th
anniversary of the 1977 landmark US Supreme Court decision Bates v. Arizona,
which declared the prohibition of law firm advertising unconstitutional and
paved the way for the birth of the legal marketing industry.
The full-color hardback was written by the firm’s husband and wife co-
founders, Burkey Belser and Donna Greenfield. The book chronicles the
evolution of law firm marketing and branding through 160 pages of real-life
examples and over 80 case studies on firms such as Jones Day, Piper Rudnick;
and Howrey & Simon.
“25 Years of Legal Branding is meant to serve as an anthology of legal
marketing, and it demonstrates the significant impact that branding has had on
the legal industry. In these last years, we’ve seen law firms polish their
identities, launch advertising campaigns, and develop cutting-edge Web sites.
It’s been a revolution of sorts,” said Belser.
25 Years of Legal Branding illustrates many of the branding campaigns,
corporate identity projects, brochures, advertisements, and Web sites that
have revolutionized the legal industry.
Nathalie Daum, national marketing manager of Quarles & Brady, believes the
book to be a must-read for legal marketers. “Greenfield/Belser has been a
driving force in this industry for many years. This book is an outstanding
chronicle of legal branding; providing a look at our history and giving us a
peek at what’s to come.”
Greenfield/Belser Ltd is a full-service brand-design firm with offices in
Washington, D.C., New York, Los Angeles, and Boston. The firm, which was
founded in 1978, has a staff of more than 45 designers, copywriters, Web
developers, and creative professionals. The firm has won dozens of awards
from the Legal Marketing Association and hundreds of other prestigious design
competitions. In 1997, it received a Presidential Design Award from then-
President Clinton for its design of Nutrition Facts, the nation’s food
labeling system. For more information or a copy of the book, please visit