The target audience is ambitious law students, probably ages 23-28, type A personalities, youthful, fairly tech-savvy, looking for work at a private law firm, especially a prestigious (top 100) firm, who did not attend Harvard, Stanford, Chicago, or other premiere law schools.
Top law firms generally hire from top law schools such as Harvard, Stanford, and Chicago, leaving few great jobs for other students. FIrms.ly helps the underdogs -- good students at 2nd and 3rd tier law schools -- to get hired at top firms, leveling the playing field against students from Ivy League schools. Thank you for helping us to help them.
The logo should be modern, professional, clean, with a touch of youthful/trendy/techy Web 2.0. It should not be stuffy, stodgy, or old school.
The logo should include the dot between "firms" and "ly" to distinguish "firms.ly" (correct) from "firm sly" (incorrect).