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.
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 |
> Download ULSTL Logo <
Official Typography
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.
Arial
AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Arial Black
AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
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.
Arial
AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Arial Black
AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
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.
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: #D30000 (Websites & Digital) |
Empowering Black
RGB: R0 G0 B0 CMYK: C75 M68 Y67 K90 Pantone: Black Hex: #000000 (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: Patricia Washington, Vice President of Communications at 314.615.3604 or email at pwashington@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.
Flyer Template
Anyone outside from the UCD should follow the guidelines of the flyer template to keep the continuity of the agency.
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: Patricia Washington, Vice President of Communications at 314.615.3604 or email at pwashington@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.
Flyer Template
Anyone outside from the UCD should follow the guidelines of the flyer template to keep the continuity of the agency.
Example Flyer: 
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Guidelines for Creating Effective Flyers 1. Keep your content brief: Taking into account the design and the size of your flyer, the area where you could write content is limited. Flyer should stay 8.5 wide x 11 tall. Don’t overwhelm your reader by squeezing in a lot of information. Write your content in a concise way. Leave only the essentials.
2. Divide your copy into digestible sections: The appearance of your text can affect your reader’s interest. All text and fonts should be Arial or Arial Black. At first glance, long paragraphs look like giant walls of text that could turn off your reader. White space, that is the area around a certain design element, helps alleviate this strain. 3. Use bullet points and infographics: In line with presenting your content succinctly, try to summarize data by using bullet points and charts. This would make the information easier to understand. 4. Use high-resolution photos: Blurry and jagged photos can turn off any reader. Most people equate low-resolution images to unprofessional services and lack of attention to detail. Always use crisp and clear photos for your flyers. Free Photos can be found at these website: pexels.com, unsplash.com and pixabay.com 5. Create a catchy headline: The headline will always be the first line of text that your recipients will read. Try to make it catchy in order to hook them to read further. 6. Add a call-to-action: One of the most important parts of your content is the call-to-action statement. The call-to-action tells your reader what they should do after reading the information. “Call Us” or “Sign-Up Now” are common examples but feel free to be creative. 7. Include your contact information: This is pretty obvious but can be easily forgotten. Always put your contact information on the flyer. The bottom left hand is usually the ideal place for easy access. Example: For more information call: (314) 000-0000 or email: name@urbanleague-stl.org |
8. Incorporate logo with the design: This is very important but often overlooked. Add logos to your flyer design for added brand recognition. Always include the following logos on all flyer: Urban League of Metropolitan Saint Louis, United Way of Greater St. Louis and BBB Accredited Charity.
9. Always proofread your content: It’s off-putting when there are mistakes in your content. Small things like spelling or grammar mistakes could steal the attention of your reader from the information itself. So always proofread your content before submitting to UCD for approval.
10. Approval: Alway send your flyer or graphic work to be approved by the UCD at least one week before event or promotion date. Submit For Approval. If you have any question please contact Patrica Washington, Vice President of Communications at 314-615-3604 by email pwashington@urbanleague-stl.org or Richard Keith Davis, Director of Multimedia Marketing at 314-615-3639 by email rdavis@urbanleague-stl.org
10. Approval: Alway send your flyer or graphic work to be approved by the UCD at least one week before event or promotion date. Submit For Approval. If you have any question please contact Patrica Washington, Vice President of Communications at 314-615-3604 by email pwashington@urbanleague-stl.org or Richard Keith Davis, Director of Multimedia Marketing at 314-615-3639 by email rdavis@urbanleague-stl.org
Photography & Videography
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.
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.
| Photo / Video Release Form |
Video Template
Anyone outside from the UCD should follow the guidelines of the video template to keep the continuity of the agency.
Video content can be a powerful tool. The combination of visuals and audio allows a tremendous amount of information to be efficiently communicated in a short period of time. But most importantly, it makes us feel things. With a relatively small investment of thought and consideration, you can create simple video content, loaded with emotion, that will be compelling and motivating to your audience.
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Example Video:
End Credit Screen: 
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Guidelines for Creating Video Content
1. The Basics:
2. Connect With Your Audience: Show them what they want to see. Consider what information is most important to your viewer. For example: many non-profits, potential donors are really just looking to understand the impact of their donation. Show or tell them exactly where their money will be spent. |
3. Prioritize Audio: People are often willing to forgive blurry or low-quality visuals as long as they can hear what is being said clearly, but there is nothing that will cause viewers to drop off quicker than audio that is too quiet or is overpowered by background noise. Most smartphones can record decent audio if you are careful about your surroundings and keep the subject relatively close to the mic.
4. Keep It Concise: We all have a busy schedules. This has put us in a “time is of the essence” mentality and our attention span is continuously shrinking. The shorter the video, the more likely people will watch your entire video. But this also depends on where you intended to post your video and its purpose. Try to keep all Urban League Video to under 3 minutes. Unless it doing a live events or live streaming online.
5. Call To Action: Be sure to tell your viewers EXACTLY what you want them to do after they finish watching your video. Include links, instruction, and contact information wherever possible. Make sure that your call to action is simple, easy, and quick to execute.
6. Editing and Titles: Some very simple editing can add tremendous production value and credibility to your video. Plan for this to take some time, but there are several free and simple programs that will allow beginners to add titles, logos, background music, credits, and also do some basic cuts and transitions.
Some of these programs include iMovie (for Apple users) and Windows Movie Maker (for Windows users). You can find free tutorials for both of these programs by searching on YouTube.
7. End Credits: Always add the Urban League logo and Website at the end of all your videos. Download End Credit Screen.
8. Approval: Alway send your video to be approved by the UCD at least one week before event or promotion date.
Submit For Approval. If you have any question please contact Patrica Washington, Vice President of Communications
at 314-615-3604 by email pwashington@urbanleague-stl.org or Richard Keith Davis, Director of Multimedia Marketing at 314-615-3639 by email rdavis@urbanleague-stl.org.
4. Keep It Concise: We all have a busy schedules. This has put us in a “time is of the essence” mentality and our attention span is continuously shrinking. The shorter the video, the more likely people will watch your entire video. But this also depends on where you intended to post your video and its purpose. Try to keep all Urban League Video to under 3 minutes. Unless it doing a live events or live streaming online.
5. Call To Action: Be sure to tell your viewers EXACTLY what you want them to do after they finish watching your video. Include links, instruction, and contact information wherever possible. Make sure that your call to action is simple, easy, and quick to execute.
6. Editing and Titles: Some very simple editing can add tremendous production value and credibility to your video. Plan for this to take some time, but there are several free and simple programs that will allow beginners to add titles, logos, background music, credits, and also do some basic cuts and transitions.
Some of these programs include iMovie (for Apple users) and Windows Movie Maker (for Windows users). You can find free tutorials for both of these programs by searching on YouTube.
7. End Credits: Always add the Urban League logo and Website at the end of all your videos. Download End Credit Screen.
8. Approval: Alway send your video to be approved by the UCD at least one week before event or promotion date.
Submit For Approval. If you have any question please contact Patrica Washington, Vice President of Communications
at 314-615-3604 by email pwashington@urbanleague-stl.org or Richard Keith Davis, Director of Multimedia Marketing at 314-615-3639 by email rdavis@urbanleague-stl.org.
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.
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
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Back of Business Card
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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 (12pt to 14pt), black in color, are one of the only ways to ensure a signature will appear the same regardless of each recipient device type. 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).
Your name should be in (RED & Bold) to let the recipient identity who you are more quickly. The Name of your building you are located in should be in (Black & Bold) to let the recipient identity what location you are resided. To complete your signature our agency tagline should also be clear and recognized in (Red).
Example:
Full Name
Job Title
Name of Building You are In
Urban League of Metropolitan Saint Louis, Inc.
Street Address | City, State, ZIP
Office: XXX-XXX-XXXX | Mobile/Fax: XXX-XXX-XXXX
Website: www.ULSTL.com
Social Media:@ULSTL
(LinkedIn, Facebook, Instagram, Twitter, and Youtube)
Empowering Communities. Changing Lives.
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 (12pt to 14pt), black in color, are one of the only ways to ensure a signature will appear the same regardless of each recipient device type. 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).
Your name should be in (RED & Bold) to let the recipient identity who you are more quickly. The Name of your building you are located in should be in (Black & Bold) to let the recipient identity what location you are resided. To complete your signature our agency tagline should also be clear and recognized in (Red).
Example:
Full Name
Job Title
Name of Building You are In
Urban League of Metropolitan Saint Louis, Inc.
Street Address | City, State, ZIP
Office: XXX-XXX-XXXX | Mobile/Fax: XXX-XXX-XXXX
Website: www.ULSTL.com
Social Media:@ULSTL
(LinkedIn, Facebook, Instagram, Twitter, and Youtube)
Empowering Communities. Changing Lives.
Communications
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