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NY legal services staple rebrands

For Immediate Release  
Contact: bpacheco@nylag.org | c: 917.771.9845

(NEW YORK, NY) September 9, 2019: Since 1990, the New York Legal Assistance Group (NYLAG) has worked tirelessly to amplify the voices of individuals and families experiencing poverty, and to provide the highest quality free legal services and financial counseling. What started as a small organization with just a small $50,000 grant, has today become a $33 million organization affecting the lives of 90,800 people each year. With the organization’s exponential growth, and the changing political landscape, it was time to strengthen how we communicate our commitment to fight hard for the rights of those experiencing poverty. 

“We are excited to release our new visual identity to honor how far we’ve come and to reflect our vision for the future. Our new logo reflects the traits our lawyers, financial counselors, paralegals, and all staff have always embodied: boldness, confidence, and unapologetic tenacity,” said Beth Goldman, NYLAG’s President & Attorney-in-Charge.  

The unapologetic tenacity to stand with immigrants, people of color, LGBTQ people, and other underserved communities is needed now more than ever. As an example, under President Trump, immigrants are a target, from family separation to the elimination of medical deferment for immigrants life-threatening diseases, and more. Immigration lawyers with expertise have never been more necessary. NYLAG fills that role. From Asylum to deportation defense, last year we served 35,900 immigrants from 170 countries of origin.

Over the years we’ve adapted to provide critical services to emerging legal issues. In 2001, NYLAG established its September 11th Response Team. Over the following year, it served more than 300 victims and their families. That same year, NYLAG’s LegalHealth’s Division becomes part of the organization, complimenting medical care with legal care. (Today it’s the largest medical-legal partnership in the U.S.) In 2012, NYLAG’s Mobile Legal Help Center launched to bring lawyers to hard-to-reach populations like people with disabilities and seniors. And in 2018, NYLAG co-authored New York’s Standby Guardianship law to include immigration enforcement- a huge win for immigrant parents so they can ensure the well-being of their children, and avoid institutional involvement if they were to be deported. 

NYLAG has long responded to the urgent legal needs of New York’s most vulnerable. This is why NYLAG’s new logo underscores the L to highlight our expertise in solving legal crises for people experiencing poverty. It also is an equal sign, symbolizing our commitment to equity and equality.

In addition to a new logo, we have a brand new website. Check it out at nylag.org

NYLAG new logo and visual identity were designed by Thinkso, and their website by John Dockins, Path Media Web Design.


Founded in 1990, the New York Legal Assistance Group (NYLAG) is a leading not-for-profit civil legal services organization advocating for adults, children, and families that are experiencing poverty or have low income. We tackle the legal challenges and systematic barriers that threaten our clients’ economic stability, well-being, and safety. We are committed to diversity, equity, and inclusion and constantly improving how we respond to systemic issues of racism that affect our clients in their pursuit of justice. We address emerging and urgent needs with comprehensive, free civil legal services, direct representation, impact litigation, policy advocacy, financial counseling, medical-legal partnerships, and community education and partnerships. Last year, we affected the lives of 90,800 people.

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