Today, September 8, is National Ampersand Day. In addition to sharing a few fun facts about this squiggly symbol, we will discuss a not-so-recent but still-so-trendy practice in the naming of law firms. Over the last 15 years or so, BigLaw has adopted a more polished, less conventional approach to branding. Instead of the more traditional practice of identifying all named partners in the title of the firm, larger firms have opted for more airy austerity. In 2010, just three Am Law 100 firms officially used a single surname, but in 2023, these abbreviated brands are the rule more than the exception. Shortened names may help build stronger brand identity, as those in favor of the trend like to point out, but these elegant eponyms, according to others, lack a critical element – the ampersand, a most elegant emblem itself.