The New York Legal Assistance Group is one of the city’s premier organizations providing free, high-quality legal services to people and communities experiencing poverty but their identity didn’t reflect the impact of their work. To better strategically align with its core attributes, a modern identity was built on the foundation of their new logotype. The letterforms are infused with a progressive, horizontal energy, and the underscored L at its center stands for “equality under the law”—something all people are entitled to, no matter their resources. The rebrand included an overview brochure, corporate stationery, a 30th anniversary logo treatment, sub-branded programs, and brand guidelines.
Created at Thinkso
The new logotype features custom-drawn letterforms that are energetic but stalwart, exuding strength and forward progress. The underscored L also introduces a graphic motif that can be extended throughout the visual system. To emphasize change and hopefullness, a bright, energetic blue replaces the dated burgundy red of their old identity.
The new branding was applied to stationery, expanded into treatments for sub-branded programs, and developed into a simple guideline document to help NYLAG further implement their new identity.

NYLAG brochure cover

The print brochure provides an overview of the organization, highlighting their accomplishments, programs, and client stories.