Identity

A NAME CAN SPEAK VOLUMES.

The Junior League brand identity is communicated on a high level by our name, and those of our Leagues. There’s a specific way The Junior League name should be featured in layout—as well as how it should appear for local Leagues.

International Name

As body text, the international name should be featured as “The Junior League” with a capital “T” on “The.” The role of “The Junior League” brand is the outward expression of an international alliance structure, and the “The” is reserved for the organizational brand as a whole, representing over 290 individual Leagues. In layout, it should be featured as seen.

The Association

Featured in body text as “The Association of Junior Leagues International” with a capital “T” on “The.” The name can be abbreviated as “AJLI,” in all caps, after the first occurrence of the full name. When referencing the Association with its acronym we do not use “The AJLI,” we simply say “AJLI.” While The Association of Junior Leagues International, Inc, is the Association’s legal name, and is used in invoices, contracts, tax returns, legal documents and so on, the “Inc.” is not necessary in the logo.

In layout, the full name and abbreviation should be featured as seen here.

Leagues

In the logo, the name of the League is represented by the city name. For example, it would be featured as “Junior League of Anywhere.” In layout, the full name should be featured [as above]. In body text, the League name should be featured as the “Junior League of Anywhere.” The “Inc.” that completes the legal name of some Leagues is used in contracts, tax returns, legal documents and so on, but is not necessary in a logo.

League names can be abbreviated, in all caps with no punctuation, after the first occurrence of the full name. For example:

“We had a great time visiting the Junior League of Los Angeles (JLLA) Now that I have seen how JLLA operates, I feel inspired.”

Be careful not to rely on the acronym in lieu of “Junior League of Anywhere” on a regular basis—particularly with external audiences—because you diminish awareness of the Junior League as a brand.

LOGO

A MEMORABLE MARK THAT EMBODIES STRENGTH, CONSTANCY AND STABILITY.

The combination marks combine the JL icon with the League name. Select the version that best suits the design of the materials you are producing.

PRIMARY

Combo Stacked

This is the preferred lockup because it recognizes the League as part of a larger association while emphasizing the power of the local name.

SECONDARY COMBOS

Combo Stacked Centered

To be used when design of the piece requires centered alignment

Combo

Recommended with League names up to 12 characters only

Horizontal Wordmark

The wordmark can be used when there are enough design elements in the piece to help it distinguish itself as belonging to our brand.

Stacked Wordmark

The wordmark can be used when there are enough design elements in the piece to help it distinguish itself as belonging to our brand.

Download your League’s logo set

Ready to use the updated logo and don’t see your League listed? No worries…simply contact communications@ajli.org and we’ll get it to you.

Clear Space

A margin of clear space is always drawn around the logo to create an invisible boundary, giving it room to breathe and more visual impact. This area of isolation also ensures that headlines, text or other visual elements do not encroach on the logo, and should be increased whenever possible.

The clear area is defined by using half of the height of the logo box, which is referred to as “x.” There should always be half the distance “x” between any part of the logo and any other page element or the edge of the page.

Alternate Logo Styles

There are occasions when an alternative to the standard logo may be more appropriate.

The all black version is is useful in designs that are solely black and white.

The white drop-out version (shown here on a grey background) is useful for designs on a color background, such as a t-shirt or tote-bag.

DON’TS

Do not change the position of the JL in the box

Do not reproduce in an unapproved color

Do not rotate or animate the JL

Do not add special effects such as drop shadows, reflections, glows,gradients or extra strokes

Do not distort, should always be proportional

Don’t reconfigure or change the size or placement of any logo elements

Do not use low-quality/low-resolution logo files

Do not place against a “busy” background that compromises its visibility

CO-BRANDING & MIGRATION

Below are some broad-strokes thoughts on the concepts of co-branding and migration, but please note success often begins with conversation. If you’re interested in either co-branding or migrating and would like to talk about your plans and develop a customized path forward please contact Michelle Gorenstein (mgorenstein@ajli.org). She’ll be happy to accompany you on the journey!

CO-BRANDING

In essence, co-branding in our particular case refers to aligning with The Junior League visual identity standards (logo, color scheme, website and other digital and printed marketing collateral/resources) and ensuring that internal and external messaging reflects the mission, vision and values of the organization as a whole.

Some relatively simple wins:

JL logo—prominently incorporate the JL logo on your League’s public website homepage
Color scheme—adjust to the JL color palette
Widgets—Incorporate the “About AJLI”, “19/01” and “Member Home” AJLI content widgets into your website to ensure consistency of brand messaging and tap into an abundance of stories and news from across The Junior League. Learn more and download the code snippets from the Widget Marketplace
Messaging—infuse digital and printed collateral with strong messaging (see Messaging Section of Brand Standards for examples)
AJLI info—include information about the Association wherever you have descriptions/definitions about your individual League internally and externally (boilerplates in press releases, newsletters, etc.) so audiences understand the depth and breadth of the organization and its impact.
Social media—incorporate JL-branded visual identity elements and messaging into social posts; include affiliation with Association on/in the platform’s “about” page (or descriptor).

JL Birmingham, AL
Co-branded website

JL Collin County, TX
Co-branded website

MIGRATION

Migration—particularly for a League moving from a unique visual identity to the JL visual identity—is a process that takes time, involves a number of moving parts and requires the right mix of people, planning, investment and commitment. Migration should be executed strategically and with the support of the League’s human and financial capital.

Some things to consider to ensure a successful transition:

Establish a cross-functional team that will oversee the migration for 12-24 months.
Identify the synergies between the two entities and the ways migration creates value for all constituents involved (making the case).
Secure board support (getting buy-in).
Audit League materials for language and visual elements to ensure you have a comprehensive list to include in the migration plan; prioritize most critical to least (including but not limited to program logos, website, email signatures, business cards, letterhead, all envelopes, invoices, PowerPoint templates, social media profiles, signage, nametags, merchandise, co-branded partnership materials, etc.)
Architect a migration plan that outlines roles and responsibilities of key players over the course of the next 12-24 months.
Communicate…communicate…communicate! Make sure key internal and external constituents understand the value of the migration.
Manage the migration over time.

TAGLINE

Download the vector art

Our tagline can be used as a design element. In this situation, the full combination mark should appear somewhere else on that design piece.

There is flexibility in the placement of the tagline and combination mark.

The words in the tagline, including their order, should not be changed or revised. The tagline should be “stacked” and appear in ALL CAPS using FF DIN bold.

TRADEMARK

A TRADEMARK THAT REFLECTS OUR PRIDE, COMMITMENT AND HERITAGE.

Our brand is a valuable asset, and therefore its trademark must be protected. Our trademark is registered and should be displayed with the appropriate symbol.

In print, the registration mark ® should be properly noted the first time the name is used in a document, like a press release or article, or anywhere else our trademark and copyright notice appears.

Here’s how to indicate our trademark in writing:

Include the ® symbol in the upper right-hand corner, above the word:

The Junior League^®
The Association of Junior Leagues International^®
Junior League of Name^®

The JL icon should always have the ®. There are times when using the icon at a smaller size will make the ® symbol illegible, and therefore may be removed.

ACKNOWLEDGEMENTS

THE POWER OF ASSOCIATION: STRENGTH IN NUMBERS

Our overarching goal is to have greater brand awareness for The Junior League and every individual League that is a part of our Association. It is important to acknowledge that each of us comprise a much larger whole.

We strongly encourage you to have a page on your public-facing website about your League’s membership in The Association of Junior Leagues International. It strengthens your League to show that you are part of an international organization—over 290 Leagues strong. While your work locally is extraordinarily important, there is equal value to communicating that your League is a vital part of a global entity.

To that end, we have made available an “About AJLI” widget that can be plugged directly into your League site. Designed to mirror information from the official AJLI site, the “About AJLI” widget will fit on to a web page and inform visitors about AJLI and our shared mission. Installing the widget also will ensure that you’re using the most current language to describe who we are, what we do and how many Leagues comprise the Association. To get a widget for your site, please visit The Widget Marketplace.

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ANNIVERSARIES

CELEBRATE SIGNIFICANT MILESTONES IN THE HISTORY OF YOUR LEAGUE.

Association Anniversary

Celebrating your anniversary as a member of the Association is based on the year your League was admitted to the Association. To request your customized Anniversary Logo, please email us at communications@ajli.org.

Community Anniversary

Celebrating your anniversary within your community at major milestones (20, 30, 40 years…). To request your customized Anniversary Logo, please email us at communications@ajli.org.

PARTNERSHIPS

CREATING CHANGE THROUGH COLLABORATION.

When your Junior League works with an external organization it’s considered a “co-branded” initiative. This is a partnership between your League and the community organization that can result in increased awareness of both organizations and provide effective marketing opportunities for your League. Co–branding also has the potential to elevate The Junior League brand in the mind of your community.

Logo Placement

Your League’s logo should be equal in size and prominence with equal partner logos. The logo should not be altered in any way. Always maintain clear space minimums around the logo.

ENDORSEMENTS

LENDING CREDIBILITY WITH OUR NAME.

Use of The Junior League brand in conjunction with an initiative, service or event conveys a promise of authenticity and a reassurance of intent. The Junior League brand is the source of credibility and accountability, and the presence of it as an endorsement in the brand name establishes a powerful sense of trust.

Brand Positioning

All programs, initiatives, efforts and events that are produced by Leagues should use a phrase that identifies it as effort “of the Junior League of [city name].”

This phrasing should be should be placed below the mark that represents that initiative, and should be scaled slightly smaller to show hierarchy. Maintain enough clear space between the two for legibility.

The Junior League logo always should be present but depending on product/delivery/collateral may not be able to be locked up with event logo. Make every effort to make sure it’s in close proximity, otherwise you lose the connection between the event and the League.