The Gibbons Del Deo Dolan Griffinger & Vecchione law firm said Monday it will now simply be known as Gibbons.

The move will take place next month and include the launch of a new logo. The 210-lawyer firm has been moving outside its base of Newark, N.J. It entered the Philadelphia market in May 2005 when it brought in former U.S Attorney David Marston as a partner. Seven months later, it acquired 25-lawyer litigation boutique Hecker Brown Sherry & Johnson in Philadelphia.

Firm officials said analyzing the name and brand began with research by a marketing specialist who interviewed clients, peers, alumni and lawyers.

"In these interviews, we found one resounding theme -- our clients, our peers and our own attorneys call us by the name Gibbons," Managing Partner Patrick C. Dunican Jr. said. "When the most important people to your business call you by one name, it is the logical next step to use that name in all communications to leverage the equity in that name to create a consistent message and increased brand awareness."

Shortening the name follows the trend for law firms and corporate America to brand the name most often referred to in both external and internal communications. It also pays tribute to standard bearer, John J. Gibbons, who returned to the firm in 1990 after serving as chief judge of the 3rd U.S. Circuit Court of Appeals, which includes Pennsylvania, New Jersey and Delaware.

http://www.gibbonslaw.com/