ACLU continues to be loud and clear in the public eye while quietly rebranding its visual identity

The American Civil Liberties Union (ACLU) has been around for some time, fighting to advance and defend the rights of individuals. It has been a particularly vocal critic before and during this current administration. Beyond their criticism, they also have proven that they have the abilities to enact legislative change and challenge specific proposals set in place. Unsurprisingly, this has led to a large increase in their donations. Maybe more than ever, people see them as one of the main defenders of the marginalized. Recently, the ACLU has not only expanded and increased their efforts to empower lives, but also rebranded their image to fit everything their work encompasses.

The ACLU recognizes that there are multiple online and physical platforms they can use to advance their mission. They partnered with design studio Open to create a new visual identity and a design handbook that will guide any visual communication. This includes using new tyopgraphy, a distinct color pallete, and focusing their graphic design efforts on images inspired by past and current U.S. historical events. The design guide helps anyone create messages that reflect and advance the work of the ACLU, not just professional designers. The book also contains examples that can be emulated.

Since ACLU's inception, the Statue of Liberty has been their driving logo and symbol. Although they continue to identify with her, their new wordmark focuses on conveying the fact that they do work beyond immigration. They want to make sure that their visual identity looks and feels inclusive and diverse. The handbook states, “We are not just red, white, and blue. We are red, everything, and blue.”

The ACLU does not want to call this rebranding, but it is a visual manifestation of who they are. During this political climate, they want to ensure that their work is clearly represented aesthetically. The fight is far from over and undoubtedly, there will be more issues that they will have to fight for and use their influence to mobilize on a grassroots level. Having a grounded, visual identity helps represent everything they have done and will continue to do.

The American Civil Liberties Union (ACLU)

The American Civil Liberties Union (ACLU) has been around for some time, fighting to advance and defend the rights of individuals. It has been a particularly vocal critic before and during this current administration. Beyond their criticism, they also have proven that they have the abilities to enact legislative change and challenge specific proposals set in place. Unsurprisingly, this has led to a large increase in their donations. Maybe more than ever, people see them as one of the main defenders of the marginalized. Recently, the ACLU has not only expanded and increased their efforts to empower lives, but also rebranded their image to fit everything their work encompasses.