Monday, October 31, 2016

AALL Rebrands and Adopts Tagline: Legal Knowledge Network

Today the American Association of Law Libraries announced the adoption of a new logo that combines the organization's acronym with a new tagline "your legal knowledge network."

According to the  press release "AALL’s new brand supports its strategic goals to foster knowledge, community, and leadership." “Today, legal information services and the role of the law librarian reach far beyond research and collection development,” said AALL President Ronald E. Wheeler Jr. “Our members—whose diverse roles include knowledge management, competitive intelligence, business development, and project management—are essential experts who deliver business-critical insights at law firms, law schools, and government institutions.” AALL’s 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

Earlier this year the organization's Board triggered a vigorous and sometimes heated debate among members when a new name  "The Association for Legal Information" (ALI) was proposed. The name change was voted down by a majority of the membership. The new logo and brand are a fair compromise by maintaining the original acronym while embracing a broader  and more proactive professional role with the tagline: "Your legal knowledge network."

 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 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 tagline and logo underscores the expanding and strategic roles played by information professionals across law firms, law schools and in court and government agencies  and downplays the "l" word with it's pop culture parade of demeaning librarian stereotypes.

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