In 2005, twenty German lawyers decided to take a chance and start their own law firm. There was a lot on the agenda even before the firm was founded. The first task was to decide on a name – and not just any name. It had to be one that we could all identify with. And we knew exactly what we didn’t want: no long, complicated names, no acronyms. OK, but what should we call our baby?
We wanted to stand out from the crowd and make sure that our message was crystal clear.
Of course, the new firm did not have a tradition to draw on, but we saw this as an advantage: no hallowed firm history or egos to worry about.
We soon realized what we needed: one word repurposed for our purpose!
The name game took months of creative brainstorming. We used the time to think freely and explore our options. Numerous ideas were put on the table, only to be rejected later on.
The brand name had to be simple, easy to remember, sound good and be easy to pronounce. It had to be clear and strong, as well as unique, positive and distinctive on the legal market. The name had to reflect the spirit of the firm’s founders, who, among other qualities, have the confidence to uphold the view that humor and professionalism are not mutually exclusive.
And yes, the wordplay in reference to our profession is intentional.
We wanted a name that began with “a” to ensure a top spot on every alphabetical list. It also had to work at the international level and clearly communicate our German roots with the addition of “rechtsanwälte”.
A name that could assert itself, not only because it appeals to logic, but also evokes associations: avocado rechtsanwälte.
No question about it, the name provoked discussion. It was noticed, confused a few and delighted many. It was anything but boring, and certainly nothing like the rest. Today, the name stands for expertise, excellent judgement, and passion.
And almost a tradition, too.
avocado is excellent!