JA Brand

Brand Collateral to Download and Use

Remember that anything you see in the Brand Guidelines are available to you as both Illustrator files and (with only a few exceptions) Canva files. A quick link to bookmark for all collateral is https://oneja.org/brand-collateral.

These files go way beyond lockups. We have templates for reports, social-media content, posters, letterhead, and so much more. Files are hyperlinked in the JA Brand Guidelines and sorted by folders on Dropbox.

Talk to Us

Having any issues with your lockups or other collateral, like a typo in the Brand Guidelines, odd sizing, missing files, links that don’t work, or anything else? Want to share your love for the brand? No matter what you want to discuss, be in touch by completing the form below.

JA Brand Guidelines

We’ve created a fully translatable version of the 2025 Brand Guidelines. To translate, choose your language from the menu on the lower-right of this page. You can also:

• Download or view a PDF of the 2025 JA Brand Guidelines.

• View the JA Worldwide Style Guide. This is meant to be a helpful tool if you’re building or updating a style guide of your own, but using this guide is not required. Of particular interest to the network has been the fourth section, “Language and Usage.”

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

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 JA colors: Boundless Blue, Resilient Turquoise, Yellow Inspiration and Immersive Blue-Black. 

Fixed: You can create any combination using the JA color palette; however, do not use Real-World Red in our symbol.

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: The colors on the left side of each bird should be only a 50% transparency.

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. 

MONOCHROME LOCKUPS

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

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.

SPACING AROUND OUR LOCKUP

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.

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.

COLOR

MUTED/MEDIUM TONES

BRIGHT/INTENSE COLORS

SOFT HUES

GRADIENTS

Gradients add variety to your designs while reinforcing our global identity. Five are shown here, but by combining our brand colors, you can create 250 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. You may, on rare occasions, use Real-World Red in a gradient, but be sure it is rare!

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

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 or Work Sans.

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. 

Ideally, you’ll use Montserrat for all your body copy. However, Montserrat can look rather large, even when a small type size is used on your website or in publications. In these cases, you may use Work Sans as an alternative. In graphics, use Montserrat as your body copy.

JA TEXTURE FONTS

JA Texture is a 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. You must download the font premade in the color you wish to use.

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!

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

FLEXIBLE/FREEYSTY;E: Photos are no longer required to include “Photo by [name of photographer or organization].” It has become both cumbersome and distracting in some situations. So, while we aim to credit photographers and JA locations as much as possible, it is not a fixed element of our brand.

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 to use the instructions below, but you can be an absolute beginner: No experience required. Here’s how to create duotone photos in Photoshop.

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.  

You can also make duotones in Canva.

ICONS

Due to popular demand, we’re continuing to add JA branded icons, featuring an abstract, modern feel. In addition to the full-color set we launched with our modernized brand, we now offer light-color and dark-color versions:

• Full color: Use on white or Possibility Pearl backgrounds

• Light color: Use on dark backgrounds (such as Immersive Blue-Black, Boundless Blue, Adaptable Azure, Transforming Teal, or Sustainable Forest)

• Dark color: Use on light backgrounds (such as Optimistic Ice, Reach for the Sky Blue, Confident Cream, or Empowered Yellow)

FIXED: Use the JA icons, not icons you’ve downloaded from other sources, as they are an important part of our brand identity. However, 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.

• Full color: Boundless Blue, Enterprise Aqua, Empowered Yellow

• Light color:

• Dark color:

What Icons Do You Need?

Keeping in mind that our new branding puts large photos front and center—which means our brand icons should be used sparingly and kept to a fairly small size—which ones should we focus on? We currently offer about 100 icons, but are always looking to add more. After reviewing the existing icons (including 40 new ones for 2023), what additional topics and ideas would you like to see represented?

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.

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

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 two 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. 

PILLARS MESSAGING

Entrepreneurship: Cultivating an Entrepreneurial Mindset

Through JA’s real-world entrepreneurship programs—the longest-running in the world—students work as a team to develop an innovative product or service, finance their startup business, creatively market their product, deliver finished products, and launch their careers as entrepreneurs or intrapreneurs. 

Work Readiness: Preparing Youth for the Future of Jobs

JA’s volunteer-led work-readiness experiences teach critical work skills that prepare young people for college, trade school, or the workforce. Whether job shadowing skilled mentors, testing their skills through digital experiences, or developing solutions during business challenges, JA students are prepared for the jobs of the future.

Financial Health: Developing Financial Capability

JA’s hands-on, role-playing financial-health experiences expose young people to smart saving and investing, thoughtful spending and credit, the role of taxes, the value of employment and community involvement, and the opportunities of global trade. We prepare young people for lifelong financial health.

MESSAGING BY AUDIENCE

We’ve identified 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. You’ll also see what they care about, what turns them off, and what JA messaging you can use as you craft emails or letters, invitations, elevator pitches, decks, and more. But be creative: You know your audiences at your JA location better than anyone else in the world. Trust that knowledge and make your own messaging that you know will resonate.

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.

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. 

Brand-Announcement Campaign

Ready to tell the world about our modernized branding? We have a short video (see below), a longer video, and social-media collateral for you. Find everything here.