A Problem We Solos Don’t Have

This article, Long Law Firm Names Grow Short and Snappy (Sascha Pfeiffer, Boston Globe), 9/28/05 reports on an issue that doesn’t affect us solos at all:  how to reduce the number of names in a firm’s moniker.  According to the article, some firms are reducing multiple names to a mere letter – like Orrick, which for whatever reason, wants to refer to itself as O (as an aside, the Big O logo at Orrick’s website resembles a zero.  Whose idea was that anyway?).