Stories Shape Us
About L!FE
For decades, LIFE Magazine showed us the world. Today, L!FE creates programs so that youcan share your world.
For almost 50 years, LIFE Magazine's weekly captured the world through unforgettable imagery—photographs that didn’t just document events but revealed the shared humanity behind them. Through its integrity, empathy, and journalistic depth, LIFE magazine became a mirror of the times, showing us not only what happened, but who we were.
New L!FE builds on that legacy, transforming from magazine into a living platform for connection. L!FE invites people everywhere to share their experiences through images, words, and sound. Today L!FE uses digital tools, community events, and education to prove that while the medium has changed, the message remains the same: we can all connect through the stories we share.
L!FE Brand Timeline
L!FE Now
Our Mission
L!FE offers a space, where people share experiences and build connections, because storytelling helps us see ourselves in others; discovering respect, shared meaning and empathy.
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Our New Logo
The Symbol
The The cross-like icon reflects the meeting of perspectives, people, stories, and ideas.
The Word Mark
A slab serif font with some rounded edges is solid and modern, like L!FE. The exclamation mark replaces the “i” in L!FE to express the energy, immediacy, and humanity at the core of our mission.
The Colors
Each color represents one of the keywords driving this rebrand:
orange—connection
yellow—sharing
purple—empathy
LIFE vs L!FE
Text Usage Explanation
​​​​
L!FE, with its signature exclamation “i,”represents
our redesigned, modern brand.
L!FE is written when referring
to all new programs, products, extensions, and brand experiences created as part
of the re-imagined identity.
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LIFE without the exclamation mark, refers exclusively to the original LIFE Magazine. LIFE
is written when referring to
any legacy materials, such
as historical LIFE picture presentations.
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Design Development Process
1
Keywords/Key Phrases
Keywords serve as our compass, guiding the message, tone, and consistency of the brand.
With Connection, Sharing, and Empathy established as L!FE’s foundational keywords, we began developing the new logo.
2
Logo Iteration
Guided by our keywords, we explored hundreds of logo concepts. In the end, weaving emerged and pinwheels as the defining directions. Weaving felt right, because every story-telling is like weaving. A pinwheel moves with breath and breath is how we tell stories and is essential for life.
3
Extension Ideas
Once the keywords and logo were complete, we turned our attention to the future of the brand. We developed a comprehensive list of extensions that L!FE could confidently grow into—events, experiences, education, and services rooted in the values
of Connection, Sharing,
and Empathy.
Logo Sketches 1
Round 1 Logo Sketches
Logo Sketches 2
Round 2 Logos Sketches Redrawn
Round 2 Logo Sketches
Logo Sketches 3
Round 3 Logo Refinement
Logo Color Digital Comps
L!FE Expansions
Our three keywords: connection,sharing and empathy, were the inspiration for our expansion ideas.
EVENTS
EV01: Storytelling Expo
EV02: Partnership Workshops
EV03: Interactive L!FE Photo Exhibit
EV04: Immersive POV Goggles
EXPERIENCES
EX01: L!FE Mobile Sound Booth
EX02: Tell Me a Story (LIVE)
EX03: Folklife Storytelilng Stage
EX04: L!FEPenpals (LIVE)
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EDUCATION
ED01: School Outreach
ED02: L!FE Field School
ED03: L!FE Expeditions
ED04: L!FE Mentorship
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SERVICES
SE01: L!FE Resource Center
SE02: L!FE Creative Collective
SE03: L!FE AI Archive Assistant
SE04: L!FE Empathy Coach Cert
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Products
PR01: L!FE Empathy Coaching Cards
PR02: L!FE Field Youth Reporter Kit
purple—empathy.
Events
EV02: Partnership Workshops
Through hands-on workshops in spoken word, photography, art, and sound, we help people discover their voice, shape their stories, and share moments of hope, resilience, and joy. We collaborate with any group seeking to empower their members. If a community reaches out, we show up.
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EV04: Immersive POV Goggles
Designed for schools, festivals, leadership retreats, and public events, these immersive headsets show users what it is like to walk in another’s shoes: navigating
a schoolas a newcomer, working a high-pressure shift
in healthcare, coping with social anxiety, or managing
a language barrier.
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Events
Experiences
Events
Education
ED01: School Outreach
School Outreach brings hands-on storytelling into schools through a mix of classroom toolkits, educa-tor training, and digital resources. Students capture their experiences through writing, photography, and video while learning how to listen and reflect on others’ perspectives.
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ED03: L!FE Expeditions
L!FE offers guided group travel experiences designed to help people live the kinds of moments L!FE photo-graphers once captured. These are immersive, story-rich adventures where participants explore new places, connect with others, and see the world through amore curious lens.
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Events
Services
SE01: L!FE Resource Center
The LIFE Resource Center is located in local libraries or community centers as well as online
and in app is a searchable hub hat helps people discover ways to connect — not just through L!FE programs, but through any organization, event,
or platform that brings people together.
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SE03: AI Archive Assistant
An AI-powered service that helps users catalog,
organize, and shape their digital and physical
memories. The assistant automatically tags, sorts,
and connects photos, videos, and audio files,
suggesting narrative. Users build digital archives, themed storybooks, or multimedia presentations.
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SE04: Empathy Coach Certification
L!FE Empathy Coach Certification offers interactive modules, live workshops, and story-based practice sessions that teach professionals how to support others through intentional listening. Equipping leaders with practical tools that help people make sense of challenges and find a path forward.
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Events
Products
PR01: Empathy Coaching Cards
L!FE Empathy Coaching Cards provide realistic,
real-world scenarios that help trainees practice intentional listening, emotional attunement, and supportive response skills. Each card presents
a brief situation—personal, professional, or interpersonal, along with context clues and
optional challenge twists.
