identity standards Table of Contents Use of the Logo...3 Typeface...4 Colors...4 Junior League Stationery...5 The Membership Logo...

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1 Table of Contents Use of the Logo...3 Typeface...4 Colors...4 Junior League Stationery...5 The Membership Logo...7 Membership Logo on Stationery...8 January 2010 Junior League Anniversary Logos...9 Inappropriate Junior League Logo Usages...10 The JL Icon/Logo...11 The JL Icon/Logo and Logo Merchandise...12 The Junior League Style Manual...13

2 We are pleased to provide all Junior Leagues with this updated Identity Standards manual. It is designed to help you incorporate the Junior League logo and tagline into your stationery and other print and electronic materials. It provides guidelines for the use of the centered, left-justified and membership versions of The Junior League logo and tagline. While the following standards and guidelines are meant to be comprehensive, there may be uses and situations that AJLI has not anticipated. AJLI reserves the right to change the standards and guidelines as necessary and appropriate to protect The Junior League s brand trademarks. If you have any questions about this manual, please communications@ajli.org or call AJLI at and ask for a member of the Marketing & Communications staff. The Junior League logo is designed to Two of the most important contributions an Association capture the essence of our organization its history, leadership and Mis- tools to tell the story both to members and to others. can provide its members are common messages and the sion. The logo consists of a symbol, logotype and tagline that produces a compelling impression of what it means to be a Junior League and a Junior all Junior Leagues come together around certain core Our goal, through the promotion of this logo, is to help League member. attributes that we share, while at the same time helping each Junior League cultivate its own identity, shaped by This design was created and developed after extensive the community in which it works. research and input from a variety of audiences, including League leaders and League members across membership categories. It is designed to help Junior Leagues have included The Junior League Style Manual, which In this latest version of the Identity Standards we also promote a recognizable public image that instantly provides additional guidance on various elements of The builds a connection between The Junior League brand Junior League style. and its Mission. We welcome and appreciate your participation in this The Junior League logo is part of a Brand Identity initiative developed in response to League demand for an working with you to position The Junior League to meet vital Brand Identity initiative and are looking forward to integrated marketing effort to promote our organization. the challenges and seize the opportunities of this new This logo is one step in meeting the AJLI Board of Directors goal to help Junior Leagues have a recognizable, century in our history. positive public image. 2

3 Use of the Logo The Junior League logo has classic qualities of simplicity, solidity and integration. It is recognizable and memorable. To but note that if the official name of your League begins with the that best suits the design of the material you are producing, build familiarity and thus recognition, it should never be altered. Like a fingerprint, it should always appear exactly the for your League should also include The. Furthermore, if article The (e.g. THE JUNIOR LEAGUE OF ), the JL Logo same. There are three approved logo options two centered your League is incorporated, you should include Inc. after versions and one left-justified for Leagues to use. While the your name (e.g. THE JUNIOR LEAGUE OF, INC.). Individual League logos can be requested in the Member Area preferred usage incorporates all three elements the logo, your League name and the tagline you may use the logo of the AJLI website under the Resource Center tab: click on and your League name without the tagline. Select the version Identity Standards, Logo, Print and Media Resources. Centered Version A (Preferred) The Centered Version A logo should be used if your League s name appears to be short enough to fit on one line. The Junior League symbol/icon The Junior League logotype is a unique is a specially rendered mark. It is treatment of the organization s name. The designed to work in harmony with the addition of your League name must conform logotype and should not be distorted to Junior League as presented here. in any way. (Option) The Junior League tagline is an additional description of the organization s philosophy. Although optional, placing it near the logo with standardized font usage helps to build brand. The use of the logo without the tagline is acceptable. Centered Version B (Preferred) The Centered Version B logo should be used if your League s name appears to be too long for one line. (Option) The use of the logo without the tagline is acceptable. Junior League of Your Name Junior League of Your Name Left Justified Version (Preferred) Junior League of Your Name (Option) The use of the logo without the tagline is acceptable. Junior League of Your Name 3

4 Typeface The use of the Arial family of typefaces throughout all logo applications is a fundamental aspect of The Junior League style. Arial has been chosen for its accessibility and classic characteristics. Junior League branding uses five different Arial fonts: Regular, Italic, Bold, Bold Italic and Black. The Arial font family is standard on all computers. If for Colors The Junior League colors have been carefully chosen to reproduce consistently whether using solid PMS, CMYK process or RGB/web ready colors. Below are examples of the uses that are permitted. Specific colors to use for watermarking are discussed on pg. 9. some reason your computer does not have the Arial family of fonts please contact the AJLI Marketing & Communications department at communications@ajli.org. Note: Arial font pertains to the logo typeface. Leagues can use fonts of their choice for correspondence, websites, flyers, etc. Recommendation: be consistent with font usage. PMS colors CMYK colors RGB/web ready colors BLACK PMS 186 BLACK C 0 Y 81 M 100 K 4 BLACK R 227 G 24 B 54 4

5 Junior League Stationery Logo AJLI recommends positioning your customized digital logo as shown on stationery elements. Color Typography is always black and PMS 186. The Junior League graphic element of the logo can be displayed in either PMS 186 or black. Stock AJLI Recommends using 24#W, 25% cotton, bright white wove (Strathmore is a good quality paper that works well, but check with printers whether they carry a similar quality recycled paper). 5

Eliminate the address block on the second sheet. Envelope size is 4.

6 Junior League Stationery Sizes Business card size is 3.5"x 2". Letterhead size is 8.5"x 11". Eliminate the address block on the second sheet. Envelope size is 4.25"x 9.5" (#10). You may print your address on either the back flap of the envelope or place address right under your logo. 6

7 The Membership Logo The membership logo can be used in conjunction with your existing logo on letterhead, business cards and other stationery items and on the public page of your League s website. It can be used in red, white or black depending on which version complements your existing logo. You may omit the tagline if it is part of your League s logo. Note: While not required, it is considered a best practice to include the membership logo on all League communications materials. Membership logos are available in the Members Area of the AJLI website ( under the Resource Center tab: click on Logo, Print and Media Resources. For questions, please communications@ajli.org.,,,, 7

in the lower left hand corners of business cards and letterhead.

The Junior League symbol is PMS 186 or black.

8 Membership Logo on Stationery Membership Language Position the words A member of The Association of Junior Leagues International, Inc. in the lower left hand corners of business cards and letterhead. Membership Logo Position the Membership Logo as shown. Color All typography is black. The Junior League symbol is PMS 186 or black. Electronic Templates are available as guides AJLI can supply your League with eps (printer/designer friendly) files. These files will detail design parameters so that your printer or designer can upload your logo and input proper information. 8

9 The Junior League Anniversary Logos The Junior League Anniversary logos below are AJLI-developed logos to help you celebrate significant years. They were designed to be different from The Junior League logos, but still adhere to the identity standards outlined in this document. The preferred versions are #1 and #2, with the A/B variants dependent on the length of your League s full name. To obtain your Anniversary Logo, please us at communications@ajli.org. 1a. 2a. 90 Junior League of Your name Junior League of Your name 1b b. 90 Junior League of Your name Junior League of Your name 3a. 90 3b. 90 Junior League of Your name Junior League of Your name 9

10 Inappropriate Junior League Logo Usages Do not reconfigure the identity elements: Positioning the JL logo under the League name. Rearranging the words. (e.g., Your Name Junior League) Do not tilt or stretch the logo in any direction. Junior League of Your name (approved usage) You may use the logo vertically or horizontially on plane. Do not surround any of the identity elements with decorative elements (such as borders, shape(s) or other design items/artwork) on your League s stationery, website or merchandise that interfere with the Logo. Please consult with AJLI if you have specific questions or are unsure of proper usage. Do not alter the tagline or change the font. This is correct usage, font is Arial Regular Italic. These are incorrect. Women building better communities right here! Women building better communities 10

11 The JL Icon/Logo There may be instances in which your League would like to use the JL icon/logo without your League name. Instances might include placing the icon/logo on invitations to events or on other printed material or on logo merchandise. The icon/logo must be used with the registration mark, as described in more detail below. It must not be distorted in any manner and must be in either the approved red color (PMS 186) or black or white, if reversed out. If possible, the following phrase should be included somewhere on printed materials: The JL logo is a registered trademark of The Association of Junior Leagues International, Inc. This language is not required if it distracts or interferes in the design of your materials. ALWAYS use the registration mark with the JL logo and icon on its own. The trademark rule of thumb is that the registration mark should be used on the first/ most prominent depiction of the icon/logo in a document or on merchandise. The approved patterns include the registration mark on one JL, are usable in the approved red, black or reversed white only, and do not allow for using more than one color per repeat pattern. Here are approved patterns for all over use, and a repeat pattern in a single ribbon. (approved for ribbon) (approved for all over use) Do not create or use a repeat pattern other than the patterns created for League use by AJLI. (not approved) (not approved) Do not change the transparency of the logo, except in cases where you are using the JL as a watermark. In that instance the logo should be screened back to no more than 20% of original opacity and use an approved red or black. Along with watermarks, embossing (blind, raised, lowered text or design on a surface), engraving, etching and monogramming (design stamped, sewn, etched or drawn on some material) are also permitted. Remember The JL logo without your League name should not replace use of the JL logo (with the ), your League name and the tagline (with the ). This is an additional use, meant to provide flexibility for Leagues, but the strongest branding will still be with all three elements together. (both approved) 11

12 The JL Icon/Logo and Logo Merchandise In allowing for use of the JL logo without a specific League name, AJLI has provided Leagues with the opportunity to create merchandise that might be of interest not only to its own League members, but potentially also to members of other Leagues and the public at large. In providing this opportunity, AJLI will work in coordination with Leagues to ensure that the JL brand is protected Association-wide. In the development of JL logo merchandise for sale either internally within a League or more broadly (possibly to other Leagues and their members) the following process applies: 1. The League creating the merchandise will submit final artwork or a sample from their vendor to AJLI prior to production to ensure that the JL and its registration mark have been used appropriately. 2. The JL logo and its registration mark must be used with the same standards discussed throughout the Identity Standards. 3. AJLI will approval or a request for a change within two business days. 4. AJLI will maintain records of such approval or request. 5. No production of merchandise is permitted until AJLI signs off. 6. Once AJLI has signed off, the member League must furnish two production samples to AJLI before sale and at any other time that AJLI requests. 7. All expenses, pricing, quantities and marketing related to logo merchandise are the responsibility of the League. 8. AJLI will not limit the number of items of any specific kind, but will advise submitting Leagues if a number of Leagues appear to be creating competitive merchandise in a specific product category for sale to their sister Leagues. Use of the JL logo alone on materials not for sale within a League (such as invitations, gifts, etc.) are not subject to the above procedure, but the JL logo should be used in accordance with the Identity Standards. artwork or samples should be sent to: Laurie Dodge ldodge@ajli.org or Michelle Gorenstein mgorenstein@ajli.org, AJLI, 80 Maiden Lane, Suite 305, New York, NY I important note AJLI will conduct a trademark audit of League usage periodically to monitor use of all of its marks and to assure the quality of any goods or services provided by member Leagues using those marks. The Junior League name, logo and tagline are registered trademarks of The Association of Junior Leagues International, Inc. To assure protection of trademark rights, no alteration of the logo or variation from the Identity Standards should appear without permission of AJLI. 12

13 THE JUNIOR LEAGUE Style Manual This manual contains all The Junior League style standards to be used in all documents and publications produced by individual Leagues and the Association. For all other terms, including punctuation standards, not mentioned in this manual, consult the latest version of the Associated Press Stylebook, which can be accessed and/or purchased online or at any major book retailer. The Stylebook is released and modified yearly and is regarded as the world s most comprehensive set of journalistic standards and principles. For logo and branding concerns, please also see Logo and Graphic Standards in this manual, and consult your League s Communications Connection binder. TERMS (in alphabetical order) A The Association of Junior Leagues International, Inc. (AJLI) The title of the organization will be written as such, with The and Inc. included, in first mention. In later mentions in the same document, you may use AJLI. style manual AJLI AJLI is to be written in all caps without periods and without the use of The. Only when AJLI is used as an adjective does it require The, for example: The AJLI Board of Directors. AJLI and League Personnel All AJLI staff and League leader titles will be capitalized including, for example, President, President-Elect, Governance Vice-Chair, League Liaison and so on. AJLI Awards Entry Form Capitalize both AJLI Awards Program and AJLI Awards Entry Form. Annual Conference Annual Conference will be capitalized when referring to the AJLI Annual Conference. Annual Conference will only be used with The when it is written as the entire title, for example: The AJLI 88th Annual Conference. Award Award is not capitalized as a stand-alone item, even when referring to Junior League Awards. B Board Board will be capitalized when referring to the AJLI Board of Directors and to individual League Board.Board will not be capitalized when referring a board outside of the organization. E will be written as one word in lowercase. 13

14 H Healthy League Initiative Capitalize Healthy League Initiative. G Governance Committee Capitalize Governance Committee. J The Junior League Capitalize The before Junior League, when referring to the organization as a whole when it stands alone or precedes the words Mission, Vision or Reaching Out Statement. Junior League Names Do not capitalize The when referring to an individual Junior League unless this is part of the League name. Always use the state name after the Junior League upon first mention. If the Junior League is mentioned again in the same document, no state name is necessary. style manual Junior Leagues Kids in the Kitchen Upon first mention in a document, use the above full title. Upon further mention in the same document, Kids in the Kitchen, is acceptable. Always italicize Kids in the Kitchen. L League League will be capitalized when referring to any Junior League, regardless of its part of speech. Login When using login as an adjective ( visit the login page ) or as a noun ( to create your own login ), write as one word, no spaces, dashes or capitalization. M Members Area The members section of the website should be capitalized and written as above, no quotations. Membership Categories Capitalize Provisional, Active and Sustainer as they stand alone. Do not capitalize, for example: provisional member, active membership or sustaining members. Mission Capitalize Mission when referring to the formal Mission of either AJLI or an individual League. N 14

15 Nonprofit Write nonprofit as one word, no hyphen. R Reaching Out Statement Capitalize this statement as it refers to the formal AJLI Reaching Out Statement. V Vision Capitalize Vision when referring to the formal Vision of either AJLI or an individual League. Voluntarism Voluntarism, as opposed to volunteerism, is the broader term and is generally used to mean the concept of volunteering as well as the work and concerns of the voluntary sector. This is the term preferred by AJLI and is included in the AJLI bylaws. W style manual Website Write website as one word, no spaces, no capitalization. Website Sections Capitalize AJLI website sections and put them in quotations, for example: News and Announcements. FORMAT (in alphabetical order) BULLET POINTS Do not add periods to the end of phrases/sentences that are bulleted, as they are not part of a formal paragraph structure. DATES When referring to dates, write numerals without nd or th, for example: June 8, FONT Arial is pertains to The Junior League logo typeface. Leagues may use fonts of their chioce for correspondence, websites, flyers, etc., however we recommend consistency with font usage. HYPERLINKS Remove hyperlinks in printed documents/publications. 15

16 16 style manual

Foundational branding guidelines

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