The ALS Association Introduces New Logo and Theme Line

The ALS Association has unveiled a dynamic new logo and theme line that underscore its leadership, vision and commitment in the fight against Lou Gehrig’s Disease to introduce a new public awareness campaign for 2007.

The new logo, a hand touching a vibrant red-letter “A”, visually represents The Association’s heartfelt pledge to fight on every front to find a cure for ALS and improve life for those living with Lou Gehrig’s Disease. The visual identity reflects The ALS Association’s three focused areas of expertise and commitment: research to find new treatments and a cure, advocacy at the highest levels of government, and comprehensive care and support services for all people living with Lou Gehrig’s Disease.

“Our new logo is far more than a fresh image,” said Gary A. Leo, president and CEO of The Association. “It is a bold and simple visual representation of our vision to leave no stone unturned in our quest to create a world without ALS.”

To reflect The Association’s sole focus, a new theme line: “Fighting Lou Gehrig’s Disease” is attached to the red A of the logo. As part of a comprehensive branding initiative, The Association also will be unveiling new logos for each of its special programs including the national signature fundraising event, The Walk to D’Feet ALS�, National ALS Advocacy Day, ALS Awareness Month and TREAT ALS� (Translational Research Advancing Therapy for ALS), a program to accelerate drug discovery and clinical trials for new treatments to help people with ALS. Each logo retains the design elements of the main logo while featuring a distinct feature of the event or program.

The new graphic identity was created in partnership with Minneapolis-based advertising agency Campbell Mithun. The effort to develop the new brand began two years ago, as The Association marked its 20th anniversary.

“We recognized that The ALS Association had significantly grown and advanced in its ability to serve the ALS community,” said Jeff Snyder, vice president of communications. “To acknowledge and underscore that growth, it was time for the logo to advance too to better reflect our leadership, dedication and role as the champion of the cause of people with ALS.”

That dedication is exemplified in the new mission statement for The Association: “To lead the fight to cure and treat ALS through global cutting-edge research, and to empower people with Lou Gehrig’s Disease and their families to live fuller lives by providing them with compassionate care and support.”

The Association provides patient care and family support in communities across the country through its nationwide network of chapters. The new logo exemplifies the high quality, personalized care that our organization offers to those touched by ALS and the work that is being done in research, advocacy and at all levels of The Association.

“We want the world to know that people with ALS and their families come first in everything we do,” said Allen L. Finkelstein, chairman of The Association’s Board of Trustees. “This organization delivers on its promises to the ALS Community and always will.”