Design – Brand Standards

DESIGN ELEMENTS

SHOWING THE SPIRIT OF THE LEAGUE.

The look and feel of Junior League communications and materials should embody the spirit, passion, and intelligence of our organization. To achieve this, the designs should be:

[The following mirrors the tenets from the Voice section since they should both be informed by the same philosophy.]

Clear

We are driven by a clear vision.
We let our results speak for themselves.
We project confidence through simplicity.
We’re organized in our efforts.

Confident

We’ve been building and transforming communities for over 100 years.
We create significant and lasting change.
We’re proud of our legacy.

Bold

We’re not afraid to speak out to be noticed.
We look at issues in a new light.
We stand up for those who cannot.
We tackle the problems others ignore.
We believe in the power of togetherness.

While there must be consistency among the core elements, there is flexibility when creating printed and online pieces. By using the same fonts, colors and other core elements, our communications have the same ‘feel” to them—an overall Junior League style.

Text Only

Sometimes a pure typographic solution can make a more powerful statement. It’s about putting the core message front and center.

Outline

Only to be used for headlines or artwork—the design treatment provides contrast to the all cap headers and weight of the logo mark. An outline should never be used on the wordmark when it is used alone.

White Space

Gracious amounts of white space give design elements breathing room and helps the viewer understand what’s important.

Move Off the Page

Cropping adds visual interest. Consider cropping headers, the brand mark and images to push the boundaries of the design and move the viewer’s eye across the page. When cropping the “JL” mark, always include the full mark or the wordmark somewhere else on the page.

TYPOGRAPHY

CLARITY AND CONFIDENCE, DOWN TO THE LETTER.

Primary Typeface

Gotham is The Junior League’s primary typeface. This is used for the logo and wordmark, and all print communications and merchandise. Gotham’s letterforms were inspired by examples of architectural signs of the mid-twentieth century. Gotham has a relatively broad design with a reasonably high x-height and wide apertures

The Junior League uses Gotham typeface families. They contain four font weights plus italic versions for each. Combine font weights in a way that visually separates different textual elements like headlines, sub-headlines, body copy, and captions. Plan carefully to create visual contrast and accentuate the content hierarchy.

Download the font family

Secondary Typeface

Arial is The Junior League’s secondary typeface—used for the Web or for materials meant to be read online, such as PDFs. Arial is a sturdy, low-contrast, highly legible sans-serif typeface well suited for any display or text use. Arial should never be used as a replacement for Gotham in the logo or wordmark.

Display Typeface

Amsterdam Two Font is a distinctive typeface belonging to the handwritten font family. Created by Lettersiro Studio and launched in 2017, this elegant font serves as a complementary addition to Gotham, enhancing the visual appeal of your designs. It is important to note that while Amsterdam Two Font can be used to add an extra touch, it should never serve as a substitute for Gotham in the logo or wordmark.

COLOR

PASSION AND LEADERSHIP: Unveiling Our Dynamic Color Palette!

Our brand has evolved with a vibrant new color palette that exudes passion and leadership. Alongside our iconic JL Red, we’ve introduced a rich spectrum of colors to reflect the diversity and strength within our Leagues.

JL Red: A Signature Element:
JL Red remains a distinguishing feature and a cornerstone of our brand identity.

Usage Guidelines:
– Every JL design should incorporate the signature JL Red brand color.
– While not the primary focus, JL Red should be visible in the composition.
– Use JL Red strategically to emphasize, accentuate, and lend priority.
– Against a white background, smaller increments of JL Red enhance its prominence.
– For predominantly JL Red pieces, opt for a monochromatic approach with white type.

Logo Placement:
– The logo can be placed on various background colors.
– When on colored backgrounds, the logo should appear in white to maintain contrast and legibility.

This dynamic color palette symbolizes our commitment to passion and leadership, reflecting the energy and diversity that define our incredible League community. Let’s embrace these colors as we continue to make a positive impact together.

JL Red

PRIMARY COLOR Palette
Hex code: #d32a40
RGB: 211 42 64
CMYK: 11 97 77 2

Deep Red

PRIMARY COLOR Palette
hex code: #BF1E2E
RGB: 184 34 49
CMYK: 19 99 87 10

Cranberry

PRIMARY COLOR Palette
hex code: #991023
RGB: 153 16 35
CMYK: 25 100 92 24

coral

PRIMARY COLOR Palette
hex code: #e45e54
RGB: 228 94 84
CMYK: 6 78 67 0

blush

PRIMARY COLOR Palette
hex code: #f593a0
RGB: 252 147 160
CMYK: 0 53 21 0

Gold

neutral COLOR Palette
hex code: #f8ad40
RGB: 248 173 64
CMYK: 1 36 85 0

yellow

neutral COLOR Palette
hex code: #fdde8d
RGB: 253 222 141
CMYK: 1 11 53 0

sand

neutral COLOR Palette
hex code: #f8e8e0
RGB: 248 232 224
CMYK: 2 9 9 0

Black

neutral COLOR Palette
hex code: #000000
RGB: 0 0 0
CMYK: 75 68 67 90

light gray

neutral COLOR Palette
hex code: #ebebeb
RGB: 235 235 235
CMYK: 7 5 5 0

White

neutral COLOR Palette
hex code: #FFFFFF
rgb: 255 255 255
CMYK: 0 0 0 0

light blue

Secondary COLOR Palette
hex code: #b4e3f7
RGB: 180 227 247
CMYK: 27 0 1 0

navy

Secondary COLOR Palette
hex code: #005691
RGB: 0 86 145
CMYK: 98 71 17 3

Turquoise

Secondary COLOR Palette
hex code: #65c3ca
RGB: 101 195 202
CMYK: 57 2 22 0

Blue

Secondary COLOR Palette
hex code: #0b95b8
RGB: 11 149 184
CMYK: 80 26 19 0

dark green

Secondary COLOR Palette
hex code: #008a50
RGB: 0 138 80
CMYK: 87 22 89 7

light green

Secondary COLOR Palette
hex code: #a4c87d
RGB: 164 200 125
CMYK: 39 5 66 0

PHOTOGRAPHY

CAPTURING LEADERSHIP AND TRANSFORMATION IN ACTION.

Used well, photography can reaffirm the spirit and point of view of The Junior League brand. Applied carelessly, it can have the opposite effect.

Subject Matter

Photography should convey the story of working in the community, helping to position The Junior League as being part of the larger fabric of society.

Quality & Resolution

Use clear, well-lit photography. Consider the composition and framing so that the image conveys a story—even to someone without context. Never use low-resolution photos or jagged/pixelated images.

Candid Images & Portraits

For community photos, photograph members engaged in the work, showing them having fun and collaborating with others. For portraits of civic leaders, etc., photograph them looking directly into camera to communicate confidence.

Avoid Misperceptions

Although photos of Junior League social activities can lend personality and texture, they should play less of a leading role. These types of images can have a reverse effect, perpetuating misperceptions of The Junior League and weakening the value of our role in our local communities and beyond. Also, when considering what photos to share please be sure to demonstrate the full spectrum of diversity that exists within your League—race/ethnicity, religion, age, personal style, appearance, etc.

General Guidelines

Signed releases should be used when adults are posed for photographs or stated to appear on videotape. Signed release forms are not needed when subjects are in public places such as fairgrounds, parks, or public streets. When images are published, your League should take cautionary steps to provide minimum identifying information an not use specific street or mailing addresses, e-mail addresses, or phone numbers. Photographs or videotaping in private or public schools or youth camps must be done only with school or camp permission. It is the responsibility of the photographer or videographer to obtain signed release forms and maintain records.
Download photo/video release forms.