The ALS Association is an American nonprofit organization that raises money for research and patient services, promotes awareness about and advocates in state and federal government on issues related to amyotrophic lateral sclerosis (ALS), also known as Lou Gehrig's disease. I was a hands on Design Director that both designed and art directed a small team of extremely talented creatives. An mid-west agency developed the new logo as a pro bono project. My task was to expand from there.
I created the main look and feel, selected the main typeface, templates for stationery and literature. There was no deep concept here. I just wanted to make sure information could be read clearly. The red corporate color worked well.