Rule RPC 7.5 - Law Firm Names and Letterheads(a) A lawyer shall not use a law firm name, letterhead, or other professional designation that violates RPC 7.1.(b) A law firm practicing in more than one jurisdiction may use the same law firm name in New Jersey, provided the law firm name complies with this Rule. In New Jersey, identification of all lawyers of the firm, in advertisements, on letterheads or anywhere else that the law firm name is used, shall indicate the jurisdictional limitations on those not licensed to practice in New Jersey. Where the name of an attorney not licensed to practice in this State is used in a law firm name, or where the law firm name does not include the name of a lawyer in the firm or the name of a lawyer who has ceased to be associated with the firm through death or retirement, any advertisement, letterhead or other communication containing the law firm name must include the name of at least one licensed New Jersey attorney who is responsible for the firm's New Jersey practice or the local office thereof.(c) A law firm name shall not contain the name of any person not actively associated with the firm as an attorney, other than that of a person or persons who have ceased to be associated with the firm through death or retirement.(d)(1) Lawyers may state or imply that they practice in a partnership only if the persons designated in the law firm name and the principal members of the firm share in the responsibility and liability for the firm's performance of legal services.(2) When lawyers practice in an entity authorized by Rules 1:21-1 A, 1:21- 1B, or 1:21-1C, the persons designated in the law firm name must be shareholders, members, or partners of the entity.(e) A law firm name may include additional identifying language such as "Associates" only when such language is accurate and descriptive of the firm. Any law firm name including additional identifying language such as "Legal Services" or other similar phrases shall inform all prospective clients in the retainer agreement or other writing that the law firm is not affiliated or associated with a public, quasi-public or charitable organization. However, no firm shall use the phrase "legal aid" in its name or in any additional identifying language. Use of a trade name shall be permissible so long as it is not misleading, comparative, or suggestive of the ability to obtain results. Where the law firm trade name does not include the name of a lawyer in the firm or the name of a lawyer who has ceased to be associated with the firm through death or retirement, any advertisement, letterhead or other communication containing the law firm name must include the name of at least one licensed New Jersey attorney who is responsible for the firm's New Jersey practice or the local office thereof.(f) In any case in which a legal assistance organization referred to in R. 1:21-1(e) practices under a trade name, the name or names of one or more of its principally responsible attorneys, licensed to practice in this State, shall be displayed on all letterheads, signs, advertisements and cards or other places where the trade name is used.Adopted July 12, 1984, to be effective 9/10/1984; paragraphs (a) and (d) amended, paragraph (e) amended and redesignated as paragraph (f) and new paragraph (e) added June 29, 1990, to be effective 9/4/1990; paragraph (a) amended January 5, 2009 to be effective immediately; paragraph (e) amended, and Official Comment to paragraph (e) adopted July 27, 2015 to be effective 9/1/2015; caption and paragraphs (a), (b), (c), (d), (e), and (f) amended September 9, 2020 to be effective immediately; paragraph (d) amended and Official Comment to paragraph (d) adopted April 5, 2022 to be effective immediately.Official Comment to RPC 7.5(e) by Supreme Court (July 27, 2015)
By way of example, "Millburn Tax Law Associates, John Smith, Esq." would be permissible under the trade name provision of this rule, as would "Smith & Jones Millburn Personal Injury Lawyers," provided that the law firm's primary location is in Millburn and its primary practice area is tax law or personal injury law, respectively. "John Smith Criminal Defense and Municipal Law" would also be permissible. However, neither "Best Tax Lawyers" nor "Tax Fixers" would be permissible, the former being comparative and the latter being suggestive of the ability to achieve results. Similarly, "Budget Lawyer John Smith, Esq." is not permissible as it is comparative and likely to be misleading; "Million Dollar Personal Injury Lawyer John Smith, Esq." is not permissible as it suggests the ability to achieve results; and "Tough As Nails Lawyer John Smith, Esq." is not permissible as it purports to describe the lawyer and does not describe the nature of the firm's legal practice.
Official Comment to RPC 7.5(d) by Supreme Court (April 5, 2022)
The name of the partnership or entity may reflect the names of lawyers who were principal partners, members, or shareholders in a predecessor firm who are deceased or retired.