9. The name of a firm, whether stated in full or in the form of an acronym or by initials only, and whether alone or in combination with any other words or images appearing in the logo or other publicity of the firm, shall not —
be such as may be reasonably be regarded as being ostentatious, in bad taste, misleading, deceptive, inaccurate, false, sensational, offensive, or in any other way unbefitting the dignity of the legal profession;
be so similar to that of an existing firm as to be likely to be confused with it; or
be inconsistent with any of the provisions of the Legal Profession (Publicity) Rules (Rg 13).