I have spent a lot of time talking about naming law firms because I am still struggling to find that perfect name for my perfect firm. I have posted here and here about naming strategies. In this article, Jeff Wuorio adds his naming suggestions. His seven tips:

Don't make up a name. "It's good to be creative when considering names for your business. But don't bend the English language to a point where you're cooking up a purely ersatz title. Verizon and other big companies can get away with it because they have the muscle of name recognition. But calling your coin-operated laundry Cleanacopia, Sudsadelphia or some other like concoction is not merely confusing, but it also conveys nothing to a customer with sacks of muddy clothes and jingling quarters at the ready."
Avoid forced alliteration. "If your name is Smith and you sell highly seasoned breakfast foods, then Smith's Spicy Sausages may be a perfectly appropriate name. But, it's generally a good idea to avoid alliteration for the sake of alliteration. Again, unless it occurs naturally, you may confuse prospective customers about what it is you do."
Never say "aaaaaa," or even "aaa.""We've all seen this at the very front of the phone book — business after business naming itself AAA, Aaaabracadabra or something like it in hopes of elbowing its way to No. 1 in the listings. Sure, it's fine to be first but, once again, a hollow name that sacrifices information and persuasion for numerical order is likely to be a loser."
Wuorios need not apply. The author makes the point that having a name that is difficult to spell or pronounce (like his) is rarely a good thing.
Keep it short. "Unless you're a law firm with a dozen partners, it's rarely a good idea to have an unduly long name. Keeping things short and to the point makes your name easier to remember, easier to look up if need be and visually less obtrusive on everything from signs to business cards." (Author's note: I think that these rules should apply especially if you are a law firm with a dozen partners.)
Don't limit growth. "Surprisingly enough, a poorly chosen name can actually hinder your business's development. For instance, Jim's Stereo Repair might seem like a perfectly suitable name. But the trouble comes when Jimbo wants to move into televisions as well. So make sure that your name is sufficiently broad to encompass whatever direction your business may take."
Make sure it's for the taking. "Once you've settled on a name, check to make certain you can, in fact, use it."

Saw this on the Viral Marketing Blog about a New York restaurant offering a $2,500 prize to the person who submits the best name for the new venture. Would that work with a law firm? I'll see if I can come up with an extra $500 or so and maybe do the same thing. Look for details next week.