We Are The Junior League

Leading change. Transforming communities.

WELCOME TO THE JUNIOR LEAGUE BRAND STANDARDS

Clearly inspiring.

Junior League members value the importance of sending a clear and consistent message whenever they engage with their communities. To help empower individual Leagues and League members, we created this easy-to-use brand standards guide.

Simple. Thoughtful. Sophisticated. Modern.

Now all your materials—from newsletters, to posters, to print campaigns, and more—can communicate a clear, consistent message and sophisticated look and feel, shared by Leagues around the globe.

Observing what we stand for.

The Junior League is a highly respected organization with an extraordinary legacy, and it’s the shared responsibility of every League member to protect our brand by communicating who we are and what we do through a clear and consistent identity and message. This guide is meant to help you do your part in representing The Junior League brand.
It is our most valuable asset, encompassing everything we do and say.
It is our unique value proposition to the world.
It is an expectation of what people get when they engage with us—regardless of geographic location, issue focus, current leadership or current trends.
It is not a marketing campaign; an advertising campaign; a social media campaign….although each plays a significant role in broadcasting and buttressing brand.
Consistency and alignment in messaging and visual identity is critical to generating greater awareness for The Junior League around our brand promise to empower transformational female leaders to set bold goals, open their circles, disrupt convention and change the conversation for the betterment of civil society. And to do so in 291 communities in the four countries in which we operate… as individual pieces of one pie.

CONTEXT

TIMELESS PRINCIPLES IN A MODERN CONTEXT.

Empowering women, strengthening communities and improving lives since 1901.
For more than a century, Junior League members have confronted society’s most pressing issues and tackled its toughest problems, leaving a legacy of reform like no other.
But in a complex world, accelerating and advancing at a rapid pace, change is uncomfortable, conflicts are inevitable and challenges are cyclical. Problems loom large. Leadership talent and funding are scarce.
To fight these battles, find solutions, and advocate for those in need, a renewable army of women empowered as agents of positive change is essential.
Preparing women to serve their communities is The Junior League’s mission. Because tomorrow there will be new issues and new challenges—and the women of The Junior League will continue to serve as the undeterred voices for action, justice and change.

VALUES

FOSTERING TRANSFORMATIONAL LEADERSHIP.

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

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.

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.

We value transformational female leaders who set bold goals, open their circles and their minds, disrupt convention and change the conversation for the betterment of civil society.

MISSION

TRANSFORMING COMMUNITIES BY CHALLENGING THE STATUS QUO.

The Association of Junior Leagues International, Inc. (AJLI) and the individual Junior Leagues are organizations of women committed to promoting voluntarism, developing the potential of women and improving communities through the effective action and leadership of trained volunteers.

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.

VISION

SOCIETY EVOLVES IN THE CARE OF BRAVE AND THOUGHTFUL LEADERS.

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

SCOPE

PUTTING PROGRESS IN PERSPECTIVE.

By framing the work of local Leagues within the larger international network, it reinforces the scope of our work and the impact it has. It’s all about power in numbers, or as we like to call it: The Multiplier Effect.
Here’s an example of how you might frame this in a communication:
The Junior League of [City Name] is a network of empowered female civic leaders working with community partners to address and solve pressing issues like [Issue A] and [Issue B]. We’re part of an international network of 291 Leagues comprised of over 140,000 women, in Canada, Mexico, the U.K. and the U.S., engaged in similar work in their own communities. This provides us with a unique and powerful depth of knowledge and resourcefulness to bring about the changes we strive to accomplish.