JA 2023 Brand Guidelines and Collateral: Online Edition

We’ve created a fully translatable version of the 2023 Brand Guidelines! We currently have updates to make to fonts and sub-brands, but welcome your use of this page in the meantime. To translate, choose your language from the menu on the lower-right of this page.

Remember that the JA Brand Guidelines are also available as a PDF.

Jump to Logo | Signage | Color | Accessibility | Type | Photos | Icons | Graphics | Messaging | Sub-Brands | Collateral/Examples

What’s New in the JA Brand

Colors: Optimistic Ice (previously Ice) and Gritty Green (previously Apple Green) have moved to the primary palette, replacing Sustainable Green and White. Forest Green (previously Sustainable Green) and Off-White have been added to the secondary palette. Though White has been removed from the primary palette, it is still a part of the JA brand. Jump to Colors.

We’ve added a new Hues and Tones page to the JA brand guidelines that groups together soft hues, accent colors, medium tones, and dark tones for your convenience. Additionally, the gradients and color combinations pages have been updated.

Type: New fonts are available. Below, you’ll find links to JA Texture Blue-Black, JA Texture Turquoise, JA Texture White, JA Youth, JA Youth Multicolor, JA Multicolor, JA Outline, JA Stencil, and Quick Snack. New JA Fonts in Use pages have also been added to show examples of the ways the new fonts can be applied. Jump to Type.

Icons: Forty-one new icons (103–144) have been added to the collection. Jump to Icons.

Textures: More textures have been added.

Sub-brands: The De La Vega Global Entrepreneurship Award, the Entrepreneurial Skills Pass, and the Global Business Hall of Fame have been added to the Sub-Brands section of the guidelines with the COY collateral. Jump to Sub-Brands.

LOGO

OUR STORY

From the original Junior Achievement logos (launched in 1919 and 1941), which used wings as their visual symbol, came the idea of flying, excelling, having the means to soar. 

Yet our students do not stand alone, but impact those around them, sharing their newly acquired skillset and confident mindset. Just imagine if every JA student created jobs for just five others! Youth unemployment would soon be a thing of the past.

For this reason, we started with JA’s original soaring bird (from 1919 and 1941), and turned it into a flock of six (the JA student + five others impacted by that student). We then brought in similar lines and angles from the JA symbol that launched in 1967, reintroduced the kite logo (launched in 1955) via the negative (white) space of our new symbol, and kept a strong correlation with our longest-running symbol, launched in 1986.

JA’s brand symbol honors our long and impactful history while moving us into the future.

EVOLUTION OF THE JA SYMBOL

MODERNIZED JA SYMBOL

SYMBOL: FULL COLOR

The full-color symbol on a white background is a striking image. 

FIXED: Use this symbol only on white or on the colors shown on the next page. When overlapping other colors, use the colors other than white or the four shown on the next page, use the monochrome version in this section. Also see notes in the “Signage” section about the alignment of the points in the symbol.

Make this symbol your website favicon and your social-media profile picture (both ready for you as downloads).

FLEXIBLE: Temporarily replace your social-media profile pictures with event- or campaign-specific images, as desired, reverting back to this design at the end of the campaign.

SYMBOL: ADDITIONAL COLOR OPTIONS

Here are examples of the symbol placed on four primary colors; Boundless Blue, Resilient Turquoise, Yellow Inspiration and Immersive Blue-Black. 

FIXED: Use these symbol in only these combinations.  

When placing the symbol on any other color or image, use monochrome symbols shown on the following page.

SYMBOL: MONOCHROME

When our monochrome symbol, the right half of each bird remains a solid color, while the left side is 50% translucent, using the same color. 

FIXED: At least one of the colors must be from the primary color palette. The colors on one side of each bird should be only a 50% translucency. (We’ve consistently made the left sIde more transparent, but you may alter this to the right side, as needed.)

FLEXIBLE/FREESTYLE: The symbol can take any color from our color palette and go over any color from the color palette, as long as there’s enough contrast, and as long as the one-color-from-the-primary-color-palette requirement is met, above.

When the symbol is used as part of a design, the birds can take on multiple colors. See the “Collateral” section for examples.

FULL-COLOR LOCKUPS

Our global symbol, combined with the name of each organization (and, for regional operating centers and member locations, “A Member of JA Worldwide”), creates a consistent global identity. 

FIXED: These lockups have been created for you and is fixed. The version shown here is for a white background. Also see note in the “Signage” section about the alignment of the points in the symbol.

FLEXIBLE/FREESTYLE: Monochrome versions of the lockup can overlay any of our 16 colors, as long as one of the colors is from our primary palette. 

MONOCHROME LOCKUPS

When the symbol becomes monochrome, the right half of each bird remains a solid color, while the left side becomes 50% translucent with the same color. 

FIXED: At least one of the two colors must be from the primary color palette.

FLEXIBLE/FREESTYLE: The symbol can take any color from our color palette and go over any color from the color palette, as long as there’s enough contrast, and as long as the fixed requirement is met, above.

SIGNAGE

INTRODUCTION

Signage is a vital part of brand identity, both internal and external. Some JA locations own large buildings that require equally large signage. Others are located in small workspaces that will require only a sticker on a door. Still other offices are fulltime work-from home. No matter what your circumstance, you’ll find advice and examples in this section. 

NOTE: We made a mistake early in the rebranding process: The symbol that has been used in the lockups and in most of the examples is not perfectly aligned when used at 500% and above. This means that, when the symbol is quite large (as on signage), the points will not align. Thanks to Junior Achievement USA locations that recognized (and fixed) this, you can download a perfectly aligned symbol to use in signage. Over the coming months, we’ll replace all instances of the symbol with the perfectly aligned one, but this temporary fix will work for now.

LIGHTBOXES AND PANELS

There are two predominant shapes of the JA signage: square and rectanglular. Square shape should hold the square lockups and rectangular shape should hold the elongated lockups. Signs may be backlit lightboxes, digital screens, or panels of varied materials (plywood, wood, plastic etc.)

LIGHTBOX/PANEL STRUCTURE

FIXED: While the size of the panel may vary, free space around the lockup is fixed. In cases of rectangular formats the free space equals the height of one bird. For a square format, top and bottom space equals X and left and right spaces equal Y: see the example shown below.

White panels go well with the light colors of the facades; blue panels go better with the dark colors of the architecture.

FRET CUT DESIGN

Fret cut signage design looks best in cases of JA Worldwide, Junior Achievement USA local areas and districts, and some other subnationals (that is, lockups that don’t include “Member of JA Worldwide” ). Fret cut designs may be presented in color or polished metal. 

FIXED:  When full color signage is applied to a gray or dark surface, use the Startup White and Resilient Turquoise lockup. When applied to the white surface, use the Boundless Blue and Resilient Turquoise lockup.

INTERIOR SIGNAGE

Here are few examples of interior signage used boldly on dividing walls, meeting room door, and on panels.

SYMBOL ON ITS OWN

In some cases the JA symbol can be used on its own. It can be made out of the number of materials such as plastic, powder-coated wood or metal.

SYMBOL: MATERIAL INSTEAD OF COLOR

The JA symbol may also be carved out of wood, fretcut out of metal, or molded into stone or concrete.

SYMBOL AS ART

JA symbol can be converted into a piece of art to decorate an office space or space in front of JA building. It may be constructed out of wood or metal or any other durable material.

ARCHITECTURAL PATTERN

In some cases, where additional branding of the architecture is desired, a metal patterned skin can be applied to a facade. The pattern may be used to decorate the interior. In this case, it’s applied to a wooden surface to add texture.

COLOR: UPDATED IN 2023

PRIMARY PALETTE

Our primary colors are the cornerstone of our brand identity. Empowered Yellow makes an exceptional highlight color, while Immersive Blue-Black is an excellent replacement for Black or Charcoal as your main font color.

Note: While fewer than 2,000 Pantone colors exist, there are over 11 million colors available in RGB/HEX, so consider the Pantone colors shown here a close substitute for our brand colors. Also, never use Pantone colors in Canva! 

FIXED: One of the six primary colors should play a dominate role in any design you create. 

SECONDARY PALETTE

Ten secondary colors round out our brand color palette.

Use secondary colors in conjunction with at least one of the six primary colors. At least one primary color should always play a dominate role in your designs.

When a design consists of many pages, slides, or frames (such as reports, PowerPoints, websites, videos), the rule above can be ignored, as long as the front cover, home page, beginning bumper and text utilize the primary palette. 

Also, review the “Accessibility” section of these guidelines before adding text to your images.

GRADIENTS

Gradients add variety to your designs while reinforcing our global identity. Five are shown here, but by combining primary and secondary colors, you can create 240 two-color gradients and even more three- or four-color gradients!

FLEXIBLE/FREESTYLE: Make your own two-color or three-color gradients from any of the 16 colors of our color palette. 

Note: Gradients made entirely from secondary colors should play a minor/background role in your designs. But as with the entire secondary color palette, when a design consists of many pages/slides/frames, this rule can be ignored, as long as the front cover, home page, beginning bumper, and text utilize the primary palette.

COMBINATIONS

Unsure how to combine primary and secondary colors? Here are some color combinations to get your started.

Familiarize yourself with the “Accessibility” section of these guidelines before adding text to any color. 

FIXED: Remember that at least one of the six colors in our primary color palette must be present in your designs.

CHARTS

Showing results or statistics in a chart? To reinforce our brand identity, use brand colors when you do so, even if Excel wants you to use a standard pastel-colored chart! 

FIXED: You do not have to use colors in the order shown here, but you must always use at least one non-white color from the primary color palette in your charts.

FLEXIBLE/FREESTYLE: Column charts are best used to show change over time (percentage variation), compare different categories, or compare parts of a whole.

Pie charts are best used for making part-to-whole comparisons with discrete or continuous data and a small dataset.

ACCESSIBILITY

An accessible website, online presentation, or live event is one that can be accessed by all visitors, taking into account their differing capabilities. Inaccessible content poses significant barriers to people with disabilities.

Besides alienating students, alumni, volunteers, partners, funders, and donors, inaccessible content may result in a fine—or even a lawsuit—in some localities.

A FEW BASICS

Designing for accessibility can be best summed up through the four areas shown below.

COLOR CONTRAST

Color contrast (scroll below for details) is the difference in brightness between foreground colors (say, the color of text or a button) and background  colors. “High contrast” (lots of difference in brightness) ensures that people with moderately low vision can distinguish between the colors and see your content. “Low contrast” means that the difference in brightness is quite low; that is, the colors are too much alike, are not easily viewed by someone with vision impairment, and leads to inaccessible content. 

CROWDING/OVERLAPPING

Including plenty of “white space” (the area of a design that does not have images or text) is a tenant of good design, but it is especially important when designing for accessibility. Be sure to allow plenty of blank space around text, images, buttons, and more, especially on mobile and other small devices. Avoid having your text overlap with other text. This is especially important when using our brand textures and patterns. 

ALT TEXT

When you upload an image or graphic to a digital space (website, social media, etc), you’re often given the option to describe that image or graphic in words as “alt text.” In this way, visually impaired users can still understand that a photo shows, for example, “JA student chatting with the CEO of XYZ Corporation while in a meeting with other XYZ executives.”

It’s really that simple: You describe the photo or image in words. It takes a bit of extra time but ensures that your photos are accessible.

ILLEGIBLE TEXT

Text tends to be illegible (that is, not readlabe) for two reasons: Because it is too small, and because the font itself is so fancy that it becomes unreadable. Stick to basic fonts like Montserrat and Work Sans on your website, and be sure they are at least 14pt (when bold) or 18pt (when not bold). 

Very large text can be as difficult to read as small text, especially if the large text is hyphenated at odd places. Hyphenate sparingly and only between syllables.

COLOR CONTRAST

Use this guide to ensure that your graphics and images are accessible to people with vision impairment, Accessible designs feature a great deal of contrast between font/button/icon colors and background colors.

In the chart below, rectangles represent background colors, while circles represent text/button/icon colors that sit on top of that background color:

 TYPE: UPDATED IN 2023

Montserrat, a Google font that mixes both contemporary and classic features, unites our global identity. The Montserrat type family, which works with both Latin and Cyrillic alphabets, contains a wide range of weights, from Black to Thin. 

FIXED: Montserrat is the only font for our lockup and for all levels of headings in digital graphics, in print, on PowerPoints, and on websites.

FLEXIBLE/FREESTYLE: Montserrat may be difficult to read or too busy in body copy, especially on websites and in apps. We provide Work Sans as alternative. On web platforms that have a limited font selection, we suggested Roboto as an alternative.

FLEXIBLE/FREESTYLE: Here’s a sample proportional typographic hierarchy. Extra Bold is used for large headings; Semibold for subheadings, intro paragraphs, and large quotes; Regular or Medium for body copy, but in your choice of Montserrat, Work Sans, or Roboto.

The larger your type, the tighter the leading (space between lines) should be.

Most designs and websites benefit from no more than three of four font sizes. 

Alternative for Montserrat body copy, in websites or publications.

JA TEXTURE FONTS

JA Texture Blue-Black, JA Texture Turquoise, and JA Texture White are special fonts, made just for JA, based on Montserrat and employing an urban, textured look. Each letter and number has an alternate to create more natural, less unified feel to the graphic. Download the font to your computer and use it as you would any other font. But note: You cannot change the color of this font. It's available only in Immersive Blue-Black, Resilient Turquoise, and White.

JA YOUTH FONTS

JA Youth and JA Youth Multicolor are special fonts, made just for JA, based on Montserrat, but rounding the corners to make them youth-friendly. In the multicolor version, each letter and number has three alternates to give you a variety of colors. Download the fonts to your computer and use them as you would any other font. You can change the color of JA Youth, but the font color cannot be changed in JA Youth Multicolor.

JA MULTICOLOR FONT

JA Multicolor is a special font, made just for JA, based on Montserrat, with the combination of color similar to what we used during the JA Centennial. Download this font to your computer and use it for all-caps, in the colors specified. Note that each letter and number has one alternate to give you some variety. There are no lowercase letters.

JA OUTLINE FONT

JA Outline is a special font, made just for JA, based on Montserrat, but showing only the outline of each letter. Download the font to your computer and use it as you would any other font. You can change color and size as you would with any typeface, but you'll be changing only the color of the outline. The inside of each letter is transparent, so it takes on the color behind it (in this case, white).

JA STENCIL FONT

JA Stencil is a unique JA font based on Montserrat and employing a stencil look. Download the font to your computer and use it as you would any other font!

ADDITIONAL FONTS

In addition to alternatives for body copy, Yesteryear, Allura, and Quick Snack provide options for more formal or fun designs. Montserrat, however, is an extremely flexible font that should always be your first choice.

Note: Remember that people with whom you share Microsoft documents (especially those people outside of your JA office) may not have Montserrat on their computers (PowerPoints and Word docs, for example). In those cases, you want to use the Microsoft default font in your documents, as you pass it back and forth. However, Microsoft is currently determining its default font, now that it has decided that Calibri will no longer have that role. Stay tuned, as Microsoft makes its decision!

PHOTOS

CLOSE-UP PHOTOS

Photography showing young people is an important element of our global brand.

The first category of photos are close-ups that zoom in on facial expressions (concentration, surprise, confidence, joy, etc.), with the background either blurred or a solid color from the color palette.

FIXED: Every photo will include “Photo by [name of photographer or organization]”, even if the name of the organization is yours. One exception: In a publication, you can credit all the photos at one time, in the front or back matter. 

Also FIXED: Be sure to obtain permission from all photography subjects and their parent/guardian before using photos. 

ACTION PHOTOS

The second category of photos are action shots that exude real energy (jumping, laughing, dancing, reacting to good news, etc.). These photos may be used alone or interlaced into the symbol or into typography.

For all photos, ROCs and JA Worldwide are encouraged to also list a country of origin with the credit line.

GROUP PHOTOS

The third category of photos are group shots that communicate joy, camaraderie, diversity, and inclusion.

Whether taking photos or buying them, try to ensure that the photography on your website, in your social-media graphics, and in your reports reflects the diversity of your JA location, making a special effort to look for differences in age, ethnicity, disability, gender expression, and more.

DUO-TONE PHOTOS

All three categories of photos mentioned above can exist in two-tone format (also called “duotone”). We’ve made it easy to duotone your photos by providing eight different pre-sets. You must use Photoshop, but you can be an absolute beginner: No experience required. Here’s how to create duotone photos:  

Step 1: Open an image in Adobe Photoshop, and then click Image -> Mode -> Grayscale.

Step 2: Click Image -> Mode -> Duotone.

Step 3: In the dropdown menu under the gear symbol, choose Load Preset.

Step 4: Choose your preferred color preset from the Duotone Presets folder; for example, Aqua-Turquoise preset.

Step 5: Click OK.

Step 6: Convert the image into RGB mode by clicking Image -> Mode -> RGB.  

ICONS: UPDATED IN 2023

Due to popular demand, we’re continuing to offer JA branded icons, updated with our brand color palette and featuring an abstract, modern feel. 

FIXED: Use icons in small contexts: showing options on a website, standing in for text on a graphic or chart, or adding to a concept in a PowerPoint. When you need something larger, opt for a photo instead. 

FLEXIBLE/FREESTYLE: You may create additional icons, using the same solid-color scheme and look and feel you see here. Icons should be abstract, simple, and modern-feeling.

GRAPHICS

OUR SYMBOL AS A PATTERN

The birds in our symbol can become structures for your graphics. The structure is flexible and fits a variety of formats, including portrait and landscape as well as digital media. The bird can also form a pattern that can be used as a background or repeater.

PRINT

DIGITAL

TEXTURES: UPDATED IN 2023

Using spray paint and rolled ink textures in your designs makes them stand out and demand attention.

If you’re using text with textures, be sure to follow the advice in the “Accessibility” section of these guidelines.

FLEXIBLE/FREESTYLE: We encourage you to purchase and download additional spray paint and/or rolled ink textures to use in your designs. Be sure to apply our brand colors to any textures you purchase.

RASTER IMAGES

You can add an additional texture to your graphic by rasterising the images with the shape of a bird from our JA symbol. Here’s how:

Step 1: Download and install software called Vectoraster. (Note that it’s available only for MacOS.)

Step 2: Download and install the JA Bird font. (Another special JA font!)

Step 3: Upload the image you want to rasterise to Vectoraster by clicking Sources panel -> Source image -> Image file -> Browse.

Step 4: In the Point Shape panel, under Point Type choose “Text character” and in “,”Text font choose JA Bird.

Step 5: Adjust multi scale, point size, pattern, and spacing to achieve the look you desire.

Step 6: Go to File -> Export. Choose the format you desire.

PATTERNS

Use patterns to add richness to your graphics. You can also develop your own, and we encourage you to share any original patterns you create with the JA network.

If you’re using text with patterns, be sure to follow the advice in the “Accessibility” section of these guidelines.

FLEXIBLE/FREESTYLE: We encourage you to design additional patterns that incorporate the brand symbol and sharing them with the rest of the JA network. 

SYMBOL WITH A PERSON

You can use these graphics on a website, poster, or any other marketing materials. To see examples of how these graphics are being used, see the “Collateral” section of these guidelines.

MESSAGING: SMALL UPDATES IN 2023

VISION

When we look 20, 30, or more years in the future, what is our vision for the world’s youth? We envision a world in which young people have the skillset and mindset to build thriving communities. 

Our work contributes to this vision, of course. But the vision is bigger than JA. We may never reach all 2 billion global youth, but by advocating for experiential learning in every school in the world, and by nurturing partnerships with schools and other like-minded organizations, we envision a world in which no young person is left behind.

MISSION

Our mission is the part JA plays in our wider vision for the future, the day-to-day work we do for the millions of young people we serve. Through JA, youth will be inspired and prepared to succeed in whatever the global economy brings.

VALUES

How we approach our work is as important as our mission. Six values reflect the culture of the JA network and raise the bar for our interactions within and outside of the JA network.

“THIS IS JA” DECK

Ready for your customization, we update the "This Is JA" Powerpoint deck each year with updated data, graphics, and messaging. 

Note: The slides shown here are just a sample of the entire deck, which is quite large. Download it below. 

MESSAGING BY AUDIENCE: SMALL UPDATES IN 2023

On this page is messaging for seven unique JA audiences: young people, alumni, educators, volunteers, government agencies, corporations and foundations, and board members. For each audience, you’re given general group characteristics to keep in mind as you create messaging (see the example, below). You’ll also see what they care about, what turns them off, and what JA messaging you can use. In addition, for each group, you can download additional collateral to use, edit, translate, etc.

Messaging

What follows are seven unique JA audiences, starting with youth (on this page) and ending with board members. For each audience, you’re given general group characteristics to keep in mind as you create messaging. You’ll also see what they care about, what turns them off, and what JA messaging you can use. In addition, for each group, you can download additional collateral to use, edit, translate, etc.

Young People

CHARACTERISTICS

• Digital native; may feel anxious without mobile device

• May also feel isolated by technology

• Excited to try new platforms and new technology

• Comfortable with diversity

• Entrepreneurial and competitive

• Driven by financial goals but seeking meaning in career and life

• Politically engaged on certain issues

• Busy with schoolwork, after-school activities, work, friends, and family

CARES ABOUT

• Connection and friendship

• Sustainability, especially the effects of climate change

• The economic realities they may face as adults

• Mental health

DISLIKES

• Boredom

• Busywork

• Disconnect between coursework and life/work

• Mistreatment of friends or classmates

• Being talked down to or disrespected

• Adults who assume students can’t make real contributions

JA MESSAGING

• JA is training for real life that fits your life right now.

• Start here. JA will take you wherever you want to go.

• We connect students to mentors.

• Ready to change the world? JA helps you solve the biggest challenges in your community . . . and in the world.

• You don’t have to wait to start a business. JA gives you startup tools you can use today.

• JA trains a new young entrepreneur every hour of every day, year in and year out.

JA THEMES/TAGLINES

• Start here!

• A world of possibilities.

• Boundless potential.

Alumni

CHARACTERISTICS

• Smart, career-driven, and entrepreneurial

• Eager to expand friendships, contacts, and mentors

• Feels deep connection to other alumni because of similar youth experiences

• Looking for long-term and short-term mentors

• Interested in new, emerging career paths

• Expects to have a high number of jobs and careers

• Confident that abilities and experiences will lead to meaningful career path

• Busy with work, volunteering, side hustle, networking, relationships

• Considering grad school, but also sees value in boot camps and mini-courses that can lead to accreditation

CARES ABOUT

• Developing and updating skills

• Making global connections 

• Building personal brand

• Showcasing ideas and skills 

DISLIKES

• Volunteering that turns into free labor

• Being disrespected or not taken seriously

• Meaningless engagements (conferences or coffee talks that aren’t well planned, for example)

• Conferences, courses, or opportunities that are too expensive

• Corporate-speak from JA

• Any platform that isn’t mobile-friendly

JA MESSAGING

• Coffee talks and conferences not only build skills but also build networks.

• JA makes introductions; you take it from there.

• Your ideas really can change the world. You are JA’s global force for good.

• Challenges and competitions test your skills and help you build your CV.

• JA changed your life. Now you can help the next generation build thriving communities all over the world.

• Volunteering with JA helps build your personal brand.

JA THEMES/TAGLINES

• Be a game changer.

• People, ideas, opportunities.

Educators

CHARACTERISTICS

• Respects and understands youth

• Aims to be a memorable, impactful educator

• Sets high expectations for classrooms and schools

• Seeking ways to improve teaching and make it relevant

• Looking for ways to add sustainability, STEM, entrepreneurship, financial health, and work-readiness to current curriculum

• Values diversity

• Busy, possibly to the point of exhaustion

CARES ABOUT

• Creating a warm, welcoming, innovative learning environment

• Keeping students interested and engaged 

• Teaching multiple real-world skills (for example, teamwork, creativity, and problem-solving) through single lessons

• Helping students find their place in the world

• Reaching isolated, disconnected, or underserved students

DISLIKES

• Corporations trying to market to students through the classroom

• Cookie-cutter curricula that bypasses educator expertise

• Curricula requirements that don’t have demonstrated impact on students

JA MESSAGING

• JA learning experiences bring real-world learning into the classroom, connecting students to mentors.

• JA is where business and education meet.

• We mix technology with hands-on, immersive learning that has a human element.

• Our learning experiences can be fully customized by educators to make the most impact on students.

• JA seamlessly blends entrepreneurship, sustainability, STEM, and work-readiness.

• JA’s programs animate even students who may be disconnected from other school subjects.

JA THEMES/TAGLINES

• Transforming lives.

• Boundless potential.

Volunteers

CHARACTERISTICS

• Focused on building a career that is engaging, rewarding, and meaningful

• Looking for opportunities for professional growth and development

• Eager to get to meet new colleagues within the organization and work cross-departmentally

• Sees volunteering as a way to make a difference while also learning new skills and making new connections

• Happy to discuss work and career path with younger generations to help them on their way

• Often report that time spent with JA students was the most meaningful volunteering experience of their lives

CARES ABOUT

• Purpose; working for more than a paycheck

• Making connections within and outside of the organization

• Giving back to their communities

• Making connections with young people, especially about their career paths

DISLIKES

• Wasting their time or experiencing frustration; volunteering should be frictionless

• Students who aren’t serious about learning or come unprepared

• Being taken for granted or unappreciated

• Spending too much of their own resources to volunteer

JA MESSAGING

• You can make a difference in young people’s lives by sharing your expertise and experience.

• JA makes it easy to volunteer and mentor, with simple, step-by-step volunteer guides.

• As a mentor to emerging business leaders, you’re preparing the next generation for employment and entrepreneurship.

• You can help the next generation build thriving communities all over the world.

• Not only will you inspire youth, you'll also add new skillsets to your résumé. JA helps move your career forward.

JA THEMES/TAGLINES

• Be a game changer.

• Transform lives.

• Inspire youth.

Government Agencies

CHARACTERISTICS

• Eager to solve large-scale problems and looking to NGOs for solutions

• Wants to integrate agency priorities with JA ideas, either through existing JA programs or through co-creation

• May also need “last-mile” assistance with non-JA programs

• Looks to NGOs that have both experience and demonstrated impact

• May need quick fixes of a year or less, or may seek longer investments of many years or even decades

• Usually grateful for good PR but may have stringent guidelines

• Generally apolitical

CARES ABOUT

• Direct solutions to identified problems 

• The biggest impact for the smallest investment

• On-time, well-formatted communication and reports

• Internal consensus and approvals, which may mean quick and extensive editing of applications, reports, learning content, project plans, or marketing/PR content

DISLIKES

• Partisan or political actors

• Unscrupulous or suspicious accounting

• Lack of interest in impact measurement

• Lack of flexibility

• Pushing back too hard on requested changes

JA MESSAGING

• Problem X requires both scale and experience. We have both.

• JA prepares youth for life, for meaningful work, and for an opportunity to do good in the world. 

• Global peace and prosperity are possible only when youth in all countries are economically empowered to succeed.

• Our work enables young people to develop the skillset and mindset to build thriving communities.

• JA provides “last-mile” implementation of programs and projects.

• We’re here for the long haul, bringing both experience and demonstrated impact.

• JA is the conduit between education, government agencies, and the business world.

Corporations and Foundations

CHARACTERISTICS

• Eager to show impact around well defined priorities

• Unlikely to invest in an organization that doesn’t match those priorities

• May want to work with existing JA programs, co-create new programs, or collaboration with several NGOs on joint programs

• May need “last-mile” assistance with non-JA programs

• Looks to NGOs with a scope and reach that matches their desired geographies 

• Usually looking for specific PR and social-media metrics and may provide budget or corporate assistance in meeting those targets

CARES ABOUT

• The Global Goals, DEI (diversity, equity, inclusion), and ESG (environment, social, governance)

• Balancing per-student cost with impact

• Co-marketing and PR 

• On-time, well-formatted communication and reports

• Opportunities for corporate volunteering

DISLIKES

• Slow responses or incomplete information

• Mistakes in public communication (misspelling of CEO’s name, etc.)

• Lack of flexibility and innovation

• Unscrupulous or suspicious accounting

JA MESSAGING

• Priority X is why JA exists. Here’s more about our Priority X expertise.

• We’re one of the few nonprofits with the scale and experience to work on Priority X.

• Here’s how we worked with [another corporation or foundation] on Priority X.

• JA provides “last-mile” implementation of programs and projects.

• We’re here for the long haul, bringing both experience and demonstrated impact.

• Our work enables young people to develop the skillset and mindset to build thriving communities.

• JA is the conduit between education and business.

• JA is where business and education meet.

Board Members

CHARACTERISTICS

• Often mid-career or late-career C-suite executive or entrepreneur

• Confident that skills, knowledge, and experience can make a real difference

• Busy; often values time over money

• May be too busy to attend meetings, but this likely has little to do with interest or commitment

• Enjoys in-person camaraderie and networking

• May have interest in mentoring JA staff

• Usually very interested in modernization and technology

• Is passionate about JA

CARES ABOUT

• Being informed on progress, issues

• Using connections and introductions to help the organization

• Making a difference through the organization

• The impact of time or funds given

• Being recognized

• Hearing directly from students

DISLIKES

• Wasting time

• Glossing over our challenges

• Not being asked (for help in their field of expertise, for financial assistance, etc.). 

• Finding out about an issue after it’s too late to help

JA MESSAGING

• JA prepares youth for life, for meaningful work, and for an opportunity to do good in the world. 

• Global peace and prosperity are possible only when youth in all countries are economically empowered to succeed.

• Our work enables young people to develop the skillset and mindset to build thriving communities.

• JA learning experiences bring real-world learning into the classroom, connecting students to mentors.

• We mix technology with hands-on, immersive learning that has a human element.

• We need your experience to guide and mentor our organization.

• Too busy to attend meetings? Here’s another way to stay involved.

SUB-BRANDS

How do we handle the branding of JA sub-brands? Read on.

COMPANY OF THE YEAR

This stencil logo is a re-drawn version of the existing typeface Montserrat. It has distinctive, young and urban feel.

Here’s a graphic element featured broadly in the collateral such as banners, podium stands etc. You can find the hexagon in many ancient symbols. In sacred geometry and ancient sagas, the hexagon represents the potential for life. Also, there’s a link between JA Symbol, which features six birds, and a hexagon, which has six sides. The world map of Buckminster Fuller is a hexagonal shape that connection is reflecting the global aspect of JA.

DE LA VEGA GLOBAL ENTREPRENEURSHIP AWARD

JA teaches the world’s youngest entrepreneurs . . . and has for over 100 years. Through the JA Company Program—our flagship entrepreneurship program—students work with business-savvy volunteers to launch businesses that deliver innovative products and services. Student teams then participate in JA Company of the Year competitions at local, national, and regional levels, demonstrating their products and services in trade fairs and presenting their businesses on-stage to esteemed judges. 

The De La Vega Global Entrepreneurship Award recognizes outstanding JA entrepreneurs. The first-place team from each of our six annual regional JA company competitions are automatically entered as finalists for the award. The winning team receives awards, plus US $15,000, educational opportunities, and more, along with awards for the JA member location and ROC. 

ENTREPRENEURIAL SKILLS PASS (ESP)

The JA Entrepreneurial Skills Pass (ESP) is an international certificate for students who have built a startup through the JA Company Program and gained the knowledge, skills, and competencies to start a business or to be successfully employed. 

The ESP is JA’s first global microcredential, which includes a full-year entrepreneurship experience, a self-assessment of entrepreneurial competencies, and an examination of business, economic, and financial knowledge. The ESP validates and certifies students’ knowledge and experience in running a business.

COMING SOON! We're updating the ESP branding to match the modernized JA brand and reflect the global reach (52 countries across four JA regions and 26 languages). 

GLOBAL BUSINESS HALL OF FAME

The Global Business Hall of Fame, presented by JA Worldwide, is a virtual exhibit that features top entrepreneurs and business leaders spanning the last two centuries. 

From the inventor of blue jeans to the co-founder of one of the world’s leading biotech companies, young people will find a diverse set of influencers to kindle their entrepreneurial spirit.

Each year, we open nominations and encourage you to submit your country's best and brightest. From a pool of finalists, four new laureates are inducted into the Global Business Hall of Fame each spring.

COLLATERAL

REPORTS: OUR SYMBOL AND ITS ELEMENTS

REPORTS: TRIANGULAR SHAPES

REPORTS: TWO-TONE IMAGES

REPORTS: TEXTURES

WEBSITES

POSTERS AND PRINTS

LETTERHEAD

BUSINESS CARDS

ENVELOPES: PATTERN

ENVELOPES: PLAIN

SOCIAL-MEDIA GRAPHICS: COVERS

SOCIAL-MEDIA GRAPHICS: POSTS

FACEBOOK, INSTAGRAM, LINKEDIN 
SIZE: 1200 X 1200 PX

TWITTER 
SIZE: 1200 X 675 PX

ZOOM AND TEAMS BACKGROUNDS

NGO ADVISOR BADGES

INVITATION