AALL eBriefing / Debuting Our New Brand


Today the American Association of Law Libraries (AALL) officially launched our new brand, which promises to “champion our profession and our members.” The new brand strategy—comprised of a visual identity, tagline, and messaging—will support our strategic goals to foster knowledge, community, and leadership and allow us to create compelling and effective communications that clearly articulate the role of law librarians in the legal profession and in the communities they serve.

Our new brand is the culmination of almost two years of work that included extensive research, multiple opportunities for member input, and thoughtful consideration of the history of the legal information profession, as well as its rapid evolution over the last decade. The sum of the logo, visuals, and words we use will enable us to establish and maintain a clear, unified brand identity within AALL and to the public.

  • The new logo nods to the past with blue as the dominant color; conveys collaboration with the linked letters, “AALL”; and suggests a future focus with the orange forward slash.
  • The new visual identity will feature members prominently on AALLNET, on our social media pages, in promotional brochures, and more.
  • The new tagline, “Your Legal Knowledge Network,” positions AALL as the resource for legal information professionals to gain invaluable professional support, as the go-to source for employers to find legal problem solvers, and as an information hub for accessing legal information that is every citizen’s right.
  • The new messaging will be woven into all written materials to create a single, compelling voice that champions our profession and our members.

AALL’s new brand honors our past, embraces our present, and emboldens our future as legal information professionals. The knowledge and talent of our members, combined with their unrivaled dedication to service, make our whole legal system stronger. I have never been more proud to be a law librarian.


Ronald E. Wheeler Jr.
AALL President