Leading Off in 2023... a new look!

Lou Gehrig
ALS Community

As 2023 begins, we are thrilled to debut a new look and website for Live Like Lou. Inspired by the Alexander family’s vision in founding LiveLikeLou.org in 2012 and its visual identity reflecting Lou Gehrig’s autograph, our new logo honors that inspiration and includes his signature as its focus. With additional marks and logos inspired by vintage baseball imagery, we strive to pay tribute to Lou’s legacy through these images, our colors, and our brand’s voice and tone. Our website has also been updated with fresh content; information about our programs for ALS families, ALS research, and ALS awareness; and news.

Live Like Lou's primary logo

Evolution of Lou's signature to inspire our primary mark

The mood board inspiring our updated brand and logo system

The mood board above represents the inspiration behind our new colors, fonts, and photography style. We strived for it to be fresh, respectful of Lou’s legacy, and inspirational. Vintage Yankees jerseys and ephemera-like tickets and scorecards influence the typography. Our photography combines black and white with a modern style to represent our ALS families and researchers. Our colors are inspired by the Yankees, past and present, with a secondary palette leaning into yellows representing vintage jerseys like Lou himself wore. Our base 4 logo honors the ‘4’ that Lou wore on his jersey.

Our objective with Live Like Lou’s brand was to represent what Lou Gehrig stood for in the face of an ALS diagnosis and what each of our ALS families stands for—courage, never giving up, expressing gratitude to those in our lives, and leaving a legacy of determination. These are the Live Like Lou Foundation’s values, and it’s why we Live Like Lou.

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