Chicago Legal Clinic Announces New Name
Legal aid organization becomes Greater Chicago Legal Clinic to reflect its work supporting the city’s inner-ring suburbs
Chicago Legal Clinic (CLC), a community-based provider of affordable legal services that helps underserved families and individuals in the Chicago area navigate the justice system, revealed its new name today: Greater Chicago Legal Clinic (GCLC). The addition of “Greater” reflects the organization’s broadening geographic scope, which includes serving clients in the city, as well as the near west and south suburbs. In addition to a new name, logo, and overall brand identity, GCLC launched a new website that makes it easier for clients to find the information they need to get critical legal assistance.
What began in 1981 as a small storefront office in South Chicago helping residents affected by steel mill closings today has more than 10 full-time attorneys—a passionate group of community justice advocates who provide affordable, high-quality legal services that address kitchen table issues like divorce, domestic violence, immigration, economic and housing stability, and environmental law.
“Our work is firmly rooted in the conviction that your ability to access justice and fairness in our legal system should not be determined by your race, economic or immigration status, or zip code,” says GCLC Executive Director Adam Salzman. “Our expanded name, new brand identity and website, and strategic focus make it clear that the Clinic will work to fill the justice gaps that currently exist for our neighbors in need in Chicago and the inner-ring suburbs.”
After nearly four decades, the geographic and cultural boundaries of the communities GCLC serves have evolved significantly. Many of the economically disadvantaged populations whom the Clinic was founded to help have been pushed outside the city limits as a result of gentrification, especially to Chicago’s south and west suburbs. In response to that trend, GCLC plans to open a suburban office in one of these underserved areas. According to Salzman, that strategic direction made it the right time for a name change and visual update to accurately reflect the expanding scope of the Clinic’s work, especially with its 40th anniversary in 2021.
An extension of the name change, GCLC’s new logo incorporates the iconic six-pointed star used in the City of Chicago’s flag, along with the quintessential blue and red colors. The right-pointing arrow is a “greater than” symbol, emphasizing the Clinic’s new name and expanded reach. The opening on the left of the arrow communicates access, which is one of GCLC’s closely held values. Elements of the new brand identity are used throughout the new website, which was designed to provide an efficient user experience for potential clients, volunteers, donors, and other constituents.
“As lawyers, delivering high-quality legal services to those in need is our collective responsibility, and that feels especially true during a global pandemic,” said GCLC Board President Sharon Hwang, a Shareholder at intellectual property firm McAndrews, Held & Malloy. “I’m a first-generation Chinese-American and a Chicagoland native, so the Clinic’s work feels very personal to me. I’m honored to serve with the dedicated staff and other board members at Greater Chicago Legal Clinic to bring our mission, vision and values to life.”
The following individuals and companies generously contributed their time to make this evolution possible:
Michael C. James, MJ Marketing Strategies LLC: Project leadership, branding/messaging strategy, logo development, website content and development
Cassandra Wilander, Perkins Coie: Branding/messaging strategy, logo development, website content
Krista Hill, Krista Hill Creative: Logo/identity development, website design
Kristen Onesti, KO Design Group LLC: Website design and development
Doug Birkenheuer: Birkenheuer Photography Inc.: Staff headshots
Amy Christie and Bailee Renfro, Finn Partners: PR/media relations