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. To better reflect the impact of NYLAG’s work and strategically align with its core attributes, Thinkso designed a new logotype that is modern but established, energetic but stalwart, and accessible while still credible. The custom 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, and brand guidelines.
“Though our budget was limited, it was important to us that we get the most out of the redesign process. After a healthy debate, Thinkso helped us create something that is bold, unapologetic, and confident. Just like us.” Brian Pacheco, Director of Communications & Marketing, NYLAG