Preparations for the 100th Anniversary of The American Law Institute (ALI) began years in advance of its 100th anniversary in 2023. There were, of course, considerations and plans to be made for the celebration events, but there were also plans for a major capital campaign for the Institute. In the fall of 2021, ALI officially launched the Second Century Campaign.
One of the essential components needed for a successful campaign was an anniversary logo. This logo would serve to mark the anniversary, but also as a transition between the first and second centuries.
Previously, the ALI logo focused heavily on tradition: featuring classical colors and an allusion to the Torch of Knowledge. However, it was not very modern. The reimagined logo kept the original colors and introduced a new, streamlined layout, which could be built upon in ALI’s second century.
Along with the logo, a pattern was developed to evoke the feeling of the 1920s, while maintaining a connection to the present day. Pieces created for the Second Century Campaign, such as fundraising materials, 2023 Annual Meeting marketing materials, and anniversary exhibits, utilized this pattern and a rich black in order to set materials apart from regular ALI communications.
The launch of the logo and campaign also introduced a new primary typeface: Gotham (created by Hoefler & Co.) Previously used only as a secondary typeface, Gotham was brought to the forefront for ALI’s 100th Anniversary materials. Following the campaign conclusion, Gotham became ALI’s primary typeface for all materials.
