As of Oct. 1, WilmerHale will become the new “market name” of Wilmer Cutler Pickering Hale and Dorr, the law firm formed by last year’s merger of Hale and Dorr, one of Boston’s most venerable firms, and Wilmer Cutler Pickering, a Washington firm of similar stature, the Boston Globe reports today in the article, Those long, long law firm names grow short&snappy;. Writes reporter Sacha Pfeiffer:

“Note the edgy single-word name, the hip double capitalization, the three manageable syllables, the obvious pronunciation, the way it rolls off the tongue. It is everything law firm names historically have not been: innovative, savvy, bold. And short.”