Rule 7.5 - Firm Names and Letterheads(a) A lawyer shall not use a firm name, trade name, letterhead, or other professional designation that is false or misleading.(b) A law firm with offices in more than one jurisdiction may use the same name in each jurisdiction, but identification of the lawyers in an office of the firm shall indicate the jurisdictional limitations on those not licensed to practice in the jurisdiction where the office is located.(c) The name of a lawyer holding public office shall not be used in the name of a law firm, or in communications on its behalf, during any substantial period in which the lawyer is not actively and regularly practicing with the firm.(d) Lawyers may state or imply that they practice in a partnership or other organization only when that is the fact. The maximum penalty for a violation of this rule is a public reprimand.
Comment
[1] Firm names and letterheads are subject to the general requirement of all advertising that the communication must not be false, fraudulent, deceptive, or misleading. Therefore, lawyers sharing office facilities, but who are not in fact partners, may not denominate themselves as, for example, "Smith and Jones," for that title suggests partnership in the practice of law.
[2] Firm names consisting entirely of the names of deceased or retired partners are permitted and have proven a useful means of identification.