The American Library Association (ALA), headquartered in Chicago, is a nonprofit organization promoting library services and literacy. Its visual identity has evolved through several distinct phases, from a wartime insignia to a long-serving seal and, since 2010, a text-based wordmark.
Design and History
The ALA’s first logo appeared during World War I as part of its Library War Service. Created for librarian uniforms, a simple “A.L.A.” insignia pin was distributed in 1918. By November of that year, the design was replaced with an open book containing “A.L.A.” inside, a motif that continued in ALA publications and letterhead after the war.[1]
For ALA’s fiftieth anniversary in 1926, a new seal was created. It retained the open book motif, but placed “A.L.A.” above the book instead of inside it, and encircled the design with the words “American Library Association 1876.” The original drawings were unsigned, and the designer remains unknown. A 1934 letter from the ALA Editor of Publications speculated that the seal “must have been ordered through some printing house.”[1]
In 1980, a stylized “ALA” logo began appearing in publications and letterhead, though the 1926 seal continued on official letterhead into the 1990s. By 1990, a simplified version of the seal entered circulation, dropping the “A.L.A.” text above the open book while keeping the book motif. In the late 1990s, a bolded “ALA” followed by “American Library Association” text started appearing in ALA handbooks and directories. By 2010, the seal logo was officially phased out, and the text logo has been in use since.[1]
ALA’s current logo is available in three versions: a long version, a stacked version, and a web badge for online use. The logos are offered in color, black, and white formats, with spot color versions in Red 032 and Reflex Blue.[2]
Meaning and Symbolism
The open book motif, which appeared in ALA logos from World War I through the 1990 seal, directly reflects the organization’s library-focused mission. The 1926 seal added the founding year 1876 and the full association name in a circular arrangement, giving the mark an official, institutional character.[1]
For ALA’s centennial in 1976, a special logo was created through a contest. Sandra J. Beeson of Catholic University of America won the competition in 1973, and her design was unveiled at that year’s annual conference in Las Vegas. The centennial logo was used widely in branding for the celebration.[1]
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