N.J. Law Journal reports:
From time immemorial, law firms have been denominated by their constituent members, living or dead. Ethics rules have kept it that way on the theory that it promotes candor to clients — even though strings of surnames don’t say much about what a firm does or who really runs it. Now, the New Jersey Supreme Court seems ready to ease the rules so that firms can use monikers descriptive of their services, like tax law, as long as a managing lawyer’s name is attached. But the Court, in its proposed amendment to Rule of Professional Conduct 7.5, announced Wednesday, included an important caveat: that the descriptive name can’t sound unprofessional, nor can it suggest that the firm is better than others.