When we began work to rebrand Alzheimer’s Association, the world’s largest private funding source for dementia research, the organization was known primarily for its support network of caregivers. With a much-loved, but outdated logo that reflected only its care-related programs and initiatives, the association commissioned Studio/lab to develop and champion a comprehensive identity program that would align the organization’s brand image with its dual mission of care (people) and research (science).
The Alzheimer’s Association symbol is inspired by the yin/yang universal sign of duality. The people+science symbol is designed to suggest additional dualities inherent in the organization and its fight against Alzheimer’s disease: care/research, problem/solution, compassion/power, hope/despair, joy/sadness, etc.
The Alzheimer’s Association symbol is inspired by the yin/yang universal sign of duality. The people+science symbol is designed to suggest additional dualities inherent in the organization and its fight against Alzheimer’s disease: care/research, problem/solution, compassion/power, hope/despair, joy/sadness, etc.
![](https://freight.cargo.site/t/original/i/dd28613a8978a5de23bb4cb4196ce29a640baf8eea528d5629eca8f194830e63/alz-top-old.png)
![](https://freight.cargo.site/t/original/i/9f743e5edccc21fb087ecb43894e03726a21107aa1d5129e8854e4c1181a1c16/alz-top-new.png)
![](https://freight.cargo.site/t/original/i/5b52b5a1c52abe0f757ff92e7131126722e2b46f2d8fb874c0f9163f623edb0c/alz-logotype.png)
![](https://freight.cargo.site/t/original/i/1294135d20d7d0f8229579e07efdbd9bf474ecb48bc6132d37009ca5e70b3e90/ALZ_System.png)
![](https://freight.cargo.site/t/original/i/04802313a1c48eee6e53f94f3739eaf25cb28241dd13f2db3dcd4d97febf08e9/alz-custom-font.png)