Marketing resource
ULOHC Brand Kit
Everything you need to keep the Urban League of Hudson County looking and sounding like itself — on social media, in flyers, at events and in the inbox. Use the colors, type, logo files and voice guidelines below whenever you create anything on our behalf.
Questions or need a different file format? Contact the communications team at info@ulohc.org.
Logo
Two versions cover every situation. Pick by background, never by preference.
Primary logo
Use on white, cream and other light backgrounds — website header, light social graphics, print
Download PNG
Reversed logo
Use on charcoal, red and other dark backgrounds — footer, dark banners, video overlays
Download PNG- Keep clear space around the logo at least equal to the height of the wordmark.
- Never stretch, squash, recolor or add effects like shadows or outlines.
- On photos or busy backgrounds, place the logo on a solid charcoal or white panel.
- For large-format print, banners or merchandise, request a vector file from the communications team.
Color palette
League Red and Urban Gold carry the brand. Everything else keeps them readable.
Primary brand color — buttons, donate CTAs, headline accents
Highlight color — badges, underlines, celebration and event accents
Dark surfaces — footer, dark bands, headline text on light
Soft section backgrounds and cards
Body text on light backgrounds
Borders, dividers and subtle fills
- League Red always pairs with white text. Never put white or gold text on gold.
- Urban Gold works with charcoal or ink text underneath it.
- Keep most of any design in white, cream or charcoal so red and gold stay as highlights, not wallpaper.
- Social graphics: red or charcoal background with the reversed logo; white or cream background with the primary logo.
Typography
Two Google Fonts, free to use everywhere. Headings carry the personality; body copy keeps it readable.
Poppins
400, 500, 600, 700All headlines, section titles, buttons and stats
Empowering Communities. Changing Lives.
Inter
400, 500Body copy, captions, forms and long-form text
Since 1972, the Urban League of Hudson County has helped families, seniors and young people across Hudson County build stronger futures through childcare assistance, senior services, education, mentorship and workforce programs.
Voice & messaging
We sound like a hopeful neighbor who gets things done.
Tagline
Empowering Communities. Changing Lives.
Mission statement
To enable African Americans and other underserved urban residents to secure economic self-reliance, parity, power and civil rights.
Sample copy — donor appeal
Your gift keeps Hudson County families moving forward.
For more than 50 years, the Urban League of Hudson County has opened doors — quality childcare, senior care, job training and mentorship. When you give, a neighbor moves one step closer to self-reliance.
We are
- Warm and human — we talk like neighbors, not institutions
- Hopeful and action-oriented — every message points to a next step
- Proud of our community and the people in it
- Clear and plain-spoken — programs explained in everyday language
We are not
- Corporate or bureaucratic jargon
- Guilt-driven fundraising language
- Sensational or doom-focused
- Exclusive — we write for the whole community, in English and Spanish wherever possible
Photography
Real people, real moments, warm light. If it looks like a stock photo, it doesn't belong here.
Candid, warm documentary-style photography with natural light and true-to-life color — genuine smiles over posed perfection.
Show
- Children learning and playing
- Families and multigenerational groups
- Seniors receiving care and connection
- Staff and volunteers in action
- Community events and celebrations
- Jersey City and Hudson County neighborhoods
Avoid
- Gloomy, hopeless or stereotyped imagery
- Stock-photo handshakes and staged boardrooms
- Identifying program participants without consent
- Harsh flash or heavy filters
Social media kit
Standard sizes for every platform, ready-to-adapt post copy, and our hashtags. Build graphics on brand colors with the right logo version for the background.
Canvas sizes
Profile / avatar
Facebook, Instagram, LinkedIn and X profile images — center the league mark on a League Red square
Square post
Instagram and Facebook feed posts
Story / Reel
Instagram and Facebook stories and reels
Link preview
Shared links on Facebook, LinkedIn and X
LinkedIn banner
LinkedIn organization page header
X header
X profile banner
Facebook cover
Facebook page cover photo
Event cover
Facebook event headers
Hashtags
#ULOHC #EmpoweringCommunities #ChangingLives #HudsonCounty
Sample posts
Program announcement
Childcare assistance applications reopen soon for eligible Hudson County families. See if you qualify and get on the list: [link] #ULOHC #EmpoweringCommunities
Event invitation
Join us this Saturday for [event] — free for the whole community. Food, resources and family fun. RSVP: [link] #HudsonCounty #ChangingLives
Impact story
Neighbors served this year — because of supporters like you. Read [name]'s story: [link] #ULOHC #ChangingLives
Thank-you post
To every volunteer, donor and partner who showed up this month: thank you. You make this work possible. #EmpoweringCommunities
Accessibility
Every graphic and post should work for the whole community — including neighbors using screen readers or low-vision settings.
- Keep a 4.5:1 minimum contrast ratio between text and its background.
- Never place white text on Urban Gold, or gold text on white.
- Write alt text that describes the scene — who is in it and what is happening — not just 'logo' or 'photo'.
- Add captions to all videos for silent autoplay feeds.
- Avoid conveying information with color alone — pair it with a label or icon.