Street League Brand Refresh 2022
Same Street League, new look!
There have been some big changes at Street League over the last few years, and from May 9th you’ll see we have a new look and feel. Why? We need a brand identity that reflects what we do and who we are as an organisation. The last few years have brought unique challenges and changes in our communities, and we’ve adapted and transformed with this, so we felt it was time for a refresh.
Our New Tagline
We wanted a new tagline that embodied what we do. We also wanted it to be genuinely 'Youth Led'. So, we asked young people to inform this and let us know what spoke to them and their peers.
From this insight we formed a number of options which went to a participant vote, and OWN YOUR FUTURE was chosen. Why? It's empowering and inspiring. Our young people talked about 'own it' as a phrase they use with each other, friends and family. It talks to being brave, resilient and responsible. 'Your Future' talks about what's to come and what young people can do to create a better future for themselves, realising their hopes and dreams.
We help young people each step of the way and provide the tools needed to succeed, but the rest is up to them. They choose to show up. They choose to put in the work. They choose their direction. We want to celebrate and encourage that.
The Shield
Shields and badges are synonymous with sport. Sport is what we use to engage our young people. It talks to being part of a club, a movement and a group that are working together for one common aim. For Street League, the shield also symbolises strength, protection and guarding young people from the issues that they face. By doing so, we are empowering them to achieve their full potential.
Our shield also has two sides to show the unique balance within all our lives. Like the Ancient Chinese philosophy of Yin and Yang, this is a concept of dualism. Nothing is purely good or purely bad. The two qualities oppose each other while at the same time complement each other to bring balance. We should all strive to find this balance, and we aim to help young people with this as they move forward through life.
Our shield is at the heart of our brand, and we've improved it to symbolise an upward trajectory for our young people towards a brighter future. So, when you see the shield, know that we’re in your corner.
Going for Gold
One of the biggest changes from our brand refresh is our colour palette, and we’re SO excited about this transformation. We knew we wanted to streamline our colours down to something modernized and professional while keeping what we do at the core. So, we asked ourselves, when you think of sports, progressing, and first-class service, what colour do you think of? And it hit us. GOLD.
Gold is the colour of winners and champions. It’s the 1st place medal. It’s a mark of quality. All things Street League aims to be, for our staff, partners, donors, and young people. We also wanted to create something inclusive that reflects our commitment to being an organisation for every young person. So, we took that idea of gold and balanced it alongside a darker, sophisticated colour palette of deep navy, grey, charcoal black, and off white.
Sleek. Stylish. Street League.
A Lifestyle Brand
Street League is a charity at heart, but we knew we wanted to reach beyond this and create something more inclusive for our communities. A lifestyle brand.
To do so, we want to connect with our audiences on an authentic level, turning our organisation into something that inspires and makes people want to be associated with our brand. We know that people resonate with us on a personal and emotional level, and we want to bring this to the forefront even more.
Street League is a movement of dedicated people actively working to improve the lives of young people, creating positive outlooks for the future, and bettering society as a whole. And we want you to come on that journey with us. Are you in?
Mission, Vision and Values
Our Mission, Vision and Values remain the same and we continue to be committed to these throughout all levels of the organisation.
Our Vision: A society in which all young people have the opportunity of secure employment and a brighter future.
Our vision is meaningful and connected to the work that Street League does. It emphasises young people and the sustainability and quality of the jobs we want them to move into. ‘Secure’ reflects the safety that a high-quality job can offer, which pays a fair living wage and provides security when many of the young people we work with have had chaotic and insecure starts in life. Skills development, qualifications and wellbeing are core within of the services we offer and act as the ‘building blocks’ for each young person to build a brighter future.
Our Mission: Using sport and education, we help young people into work.
Sport is at the heart of what we do and what makes us successful. We support young people holistically, recognising the inextricable links between wellbeing, health and employment. We use the power of sport to help young people, aged 14 to 30, who face personal barriers to employment to improve their wellbeing, secure employment and have a brighter future. We work in schools, communities, and with employers to equip young people with the confidence, motivation, essential skills and qualifications needed to succeed in the world of work.
With a staff of over 140 and growing across the UK, we are proud of our values that filter through our organisational culture. These values are:
Committed - We work hard. We are brave, loyal, and resilient.
Fun - Supports our wellbeing and helps us motivate people.
Inclusive - We work as a team with compassion and to promote diversity.
Passionate - About sport and empowering young people.
Trustworthy - We are responsible, honest, and self-aware.
Moving Forward
Street League is still a team of passionate employees across the UK working to empower young people to create brighter futures, get fit and get into work. We just look a little bit different. And we hope you like it as much as we do.
We continue to be tirelessly committed to the young people we serve and our partners, supporters and donors. Together, we will push forward to fulfil our collective aims and objectives. Together, we will make a difference.
For any media requests, photography, or updated marketing assets, please get in touch.
