For Immediate Release
May 19, 2009 (Lincolnshire, Ill.) —The Association of Legal Administrators (ALA), the leading international association that provides education, resources, and support to professionals involved in the management of law firms, corporate legal departments and government legal agencies, announced the roll out of a new brand strategy today at its Annual Conference in New Orleans.
The Association-wide initiative includes a new logo, a dynamic brand design system and an updated tagline. Together it creates one, distinctive global approach and supports ALA’s brand promise of connecting members to knowledge, resources and networking opportunities. As part of the strategy, ALA will not be changing its name.
“Our research confirmed that there is considerable equity in our Association’s name,” said ALA Executive Director John J. Michalik. “ALA is well respected throughout the legal industry, and its identity is synonymous with quality and professionalism. It was very clear that there was no reason to change the name.”
The new ALA logo uses strong and distinctive colors and features two converging circles, one representing ALA’s global reach and the other its unparalleled member support. The intersection of the two circles illustrates connection, which is intrinsic to ALA’s brand promise.
The updated tagline “Your connection to knowledge, resources and networking” reinforces ALA’s commitment to putting legal management professionals in touch with the information they need most to successfully manage their law firms or legal departments.
“ALA’s new brand is a legitimate reflection of who we are and a relevant expression of the value we provide,” said ALA 2009-2010 President Susan French Koran. “It shows that ALA is on the move and well-positioned to advance the legal profession and recognition of the strategic value our members bring to their employers.”
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