Urban League Brand
Our brand is the start to our community interaction at the Urban League of Metropolitan Saint Louis, Inc. This gives us a visual voice by providing our clients, supporters, volunteers, staff, partners, members and contributors around the St. Louis region with unique experiences. Through our brand we unify our diverse community and amplify our agency message.
Identity
The Urban League seal and official logo are the pillars of our visual brand. They should be used carefully and sparingly, endorsing only initiatives and communications that align with the mission, vision and strategy of the agency.
Each mark below carries a specific set of guidelines dictating their appropriate use. To review these recommendations, or to download files for use in agency sanctioned projects, view our ULSTL Logo & Guideline page.
Agency Seal
Agency Logo
Official Typography
Arial
AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Arial Black
AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Raleway
AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Secondary Typeface (Web & Digital Media)
On the Web
Please use the indicated substitute typefaces (Open Sans and Raleway) when incorporating live text on the web or for any digital media project.
Open Sans
AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
In Print and On Screen
ULSTL official typefaces mirror the quality of the Urban League of Metropolitan Saint Louis brand. The Arial font family promotes tradition yet structured quality, while Raleway adds modernity and flexibility. Use only these typefaces when creating any external communications, including collateral (flyers, brochures, posters or publications) or external presentations (Powerpoint & Keynote). Our goal is to create a continuity of appearance that supports the agency brand while promoting a cohesive message to our community.
Color Palette
The Urban League of Metropolitan Saint Louis official color palette helps our clients and community to quickly identify the agency brand - from signage to apparel. These guidelines help ULSTL to create visuals that are harmonious.
- Always ensure good contrast and legibility of information.
- Incorporate both colors and pattern when possible.
- If limited to printing in one color, choose Urban League Red and its screens.
Urban League Red
RGB: R214 G0 B28
CMYK: C0 M97 Y100 K3
Pantone: 2035c
Hex: #D6001c (Websites & Digital)
Empowering Black
RGB: R16 G24 B32
CMYK: C100 M79 Y44 K93
Pantone: Black 6 c
Hex: #101820 (Websites & Digital)
Diversity Grey
RGB: R104 G104 B105
CMYK: C59 M51 Y49 K19
Pantone: 426 u
Hex: #686869 (Websites & Digital)
Urban League of Metropolitan Saint Louis Community Pattern
Advertising, Graphics & Flyers
Advertising is important in positioning the agencies brand, increasing the awareness and complementing recruitment efforts. When done effectively, advertising can bring great results that increase inquiries, promote goodwill and raise the recognition of the overall agency.
Agency Advertising Procedure
Under no circumstances should any employee of the Urban League of Metropolitan Saint Louis, Inc. engage in the buying of advertising media. This is the responsibility of the Urban League Communications Department (UCD).
Contact: Angelia D. Bills, Vice President of Communications at 314.615.3604 or email at abills@urbanleague-stl.org.
Producing Advertising
All extended agency or departments must secure approval from UCD for any Urban League of Metropolitan Saint Louis or department-related advertisements — regardless of the media type or form in which the advertisement will appear. UCD develops all non-employment advertisements to assure that all ads contribute favorably to the image of ULSTL and are consistent with defined standards, regardless of media type and relative to content, format and graphics. All agency
advertising purchases must be coordinated with the Urban League Communications Department (UCD) This includes all forms of paid and free advertising, including print (newspaper, magazine, etc.), broadcast (radio and television), web and digital/social media (including but not limited to social media advertising, web/digital retargeting, search engine marketing, content marketing, search engine optimization, paid search, pay-per-click vendors and mobile advertising), billboards, direct mail, movie theater screens and signage.
- Media Planning is based on research which discerns what media our potential students consume to develop a strategic plan of relevant advertising opportunities.
- Media Buying focuses on securing those media advertising opportunities at the best position and price.
Agency Graphic Procedure
Under no circumstances should any employee of the Urban League of Metropolitan Saint Louis, Inc. create any marketing materials (flyers, adveritsments, brochures, banner, logos, ect.) unless given permission to do so by UCD, following Urban League brand guidelines. This is the responsibility of the Urban League Communications Department (UCD). Contact: RichardKeith Davis, Director of Multimedia Marketing & Graphic Design at 314.615.3638 or email at rdavis@urbanleague-stl.org.
Producing Graphic
All extended agency or departments must secure approval from UCD for any Urban League of Metropolitan Saint Louis or department-related graphics or visual ads — regardless of the media type. UCD develops all marketing materials to assure the over all brand of the agency is contribute favorably to the image of ULSTL and are consistent with defined standards, regardless of media type and relative to content, format and graphics.
If you have questions about advertising or graphics, or you've purchased ad media in error, let UCD know by completing a project request form and include any pertinent information in your submission. A representative from the Urban League Communications Department (UCD) will follow up to consult.
Business Cards
All Urban League agency collateral — letterhead, envelopes, business cards, etc. — uphold an identity standard that promotes brand consistency. The official Urban League of Metropolitan Saint Louis, Inc. business card should look
as follows.
Front of Business Card
Back of Business Card
Email Signatures
When Urban League of Metropolitan Saint Louis, Inc. email is sent via (urbanleague-stl.org) it represents the agency. Uniform email signatures present a professional image while still providing brand consistency across agency departments and locations.
A professional email signature isn't the place to offer inspirational quotes or try out colorful designs with fun, new fonts. Ultimately, a signature exists to answer three questions: Who are you? Where are you from? How do I reach you?
Be Concise: An email signature need not be longer than the email itself. Let less be more. The recommended signature fits on four lines and should never go more than six. Go wider rather than longer, and use pipes to separate components. Make sure to include your name, Urban League of Metropolitan St. Louis, Inc., your title and the best method for getting in touch with you. There is no need to include your email address in your signature since it's just as easy to click “reply.”
Random quotes are fun among friends, however you can risk offending someone that may not share the same points of inspiration.
No Images: An image only increases the email's file size and may be blocked before it's opened. Images hinder delivery performance and increase storage quotas. In short, drop the images.
Fun Fonts: Standard-sized fonts, black in color, are one of the only ways to ensure a signature will appear the same regardless of the client each recipient uses. Stay away from big, tiny, or rainbow-colored fonts. Simple fonts are easier to read on computer monitors and mobile devices than more complex script and cursive fonts. The only color allowed in your email signature is (RED & Bold) and that should only be in you name to let the recipient identity who you are more quickly.
Example:
(Full Name)
(Job Title)
Urban League of Metropolitan Saint Louis, Inc.
(Building - Local Street Address) | (City, State, ZIP)
Office: (XXX-XXX-XXXX) | Mobile/Fax: (XXX-XXX-XXXX)
Photography
Generally, it is not necessary to obtain a release for any individual or group photographed in a public venue or at a public event and these photos remains the property of Urban League of Metropolitan Saint Louis, Inc. (ULSTL).
Urban League occasionally uses digital images of currently clients, participates, cohorts, staff, supports, volunteerss and visitors in order to advance awareness and reputation of the agency. By attending events, enrolling in a program or being employed by ULSTL, you authorize the use of your likeness without compensation from the agency for the purposes of general internal communication, reporting of agency news and events and use with of all media outlets and publications.*
This includes rights to publish such images on the agency website, alumni magazine, PR/informational materials, and any other Urban League-related publication. Images may appear as, but not limited to, print, broadcast, video, CD-ROM, DVD and electronic/online media.
If the images will be used in agency external advertising projects, an additional photo/video release will be obtained by the Urban League Communication Department (UCD).
*ULSTL adheres to any established protocols and procedures required of various sponsors and corporate partners, including the Department of Defense and Family Educational Rights and Privacy Act (FERPA). A signed photo release will be obtained by the parent or guardian of a minor (under the age of 18) before photo is taken.
