Names, Initials and Type
Partner names can get long quickly, so test both a full-name version and an initials version. Initials work well as a compact mark once clients know the practice, but on their own they tell a new visitor very little. A serif typeface can feel established and suited to formal documents, while a clean sans-serif reads clearly on screens and at small sizes. Some practices pair the two, with a serif for the name and a sans-serif for a descriptor such as Tax Services.















