WHY IS BRAND SO IMPORTANT?

The Junior League brand is singularly our most valuable asset, encompassing everything we do and say. Our brand is the foundation for the experience people have with our organization, and our brand, like other organizations around the world, is so much more than just the JL logo! Our brand is our promise to the world. It’s the expectation of what people will see, feel, hear, and think when they engage with The Junior League.

The Junior League brand has a framework, a foundation, that includes our Vision, our Mission, our Values, and our Impact Areas. Our messaging and our visuals – like our logo – are the tools we use to communicate the look and feel of our brand. It showcases our “why,” helps others understand what steps we are taking to fulfill our Mission and demonstrates why they would be interested in joining us.

Our brand is the foundation for managing and driving growth of The Junior League in the 21st Century. It’s the shared responsibility of every Junior League to protect our brand by communicating who we are and what we do through a clear and consistent identity and message. In short, each and every Member is responsible for being an ambassador for The Junior League brand.

MISSION

TRANSFORMING COMMUNITIES BY CHALLENGING THE STATUS QUO.

The Association of Junior Leagues International is an organization of women whose mission is to advance women’s leadership for meaningful community impact through volunteer action, collaboration, and training.

VISION

SOCIETY EVOLVES IN THE CARE OF BRAVE AND THOUGHTFUL LEADERS.

The Junior League: Women Around the World as Catalysts for Lasting Community Change.

VALUES

FOSTERING TRANSFORMATIONAL LEADERSHIP.

Collaboration: We believe lasting societal change is achieved through both collaboration and meaningful disagreement. Living the value of collaboration inspires us to accomplish more together.

Community: We believe a strong sense of community is essential to human well-being. Living the value of community provides a foundation of inclusion, which allows us to make a greater impact on the world around us.

Diversity: We believe that creating and sustaining a diverse Membership is critical to our Mission. Living the value of diversity means we are committed to centering equity, inclusion, and belonging in our individual, organizational, and community relationships.

Empowerment: We believe that the empowerment of women is a necessary requirement to create positive, lasting societal change. Living the value of empowerment fosters trust and confidence in each other.

Leadership: We believe in the unique power of women’s leadership abilities to transform communities for the better. Living the value of leadership allows us to make a collective difference.

Respect: We believe respect is a fundamental human right. Living the value of respect instills in us an unconditional positive regard for others.

Service: We believe it is through service that we build core relationships with others. Service is the lens through which we decide how we will invest our time and resources. Living the value of service empowers us as catalysts for lasting community change.

OUR COMMITMENT TO DIVERSITY AND INCLUSION

IN DIVERSITY THERE IS BEAUTY AND STRENGTH

The Junior League welcomes all women who value our Mission. We are committed to inclusive environments of diverse individuals, organizations, and communities.