United Charter
High School for
the Humanities II
A comprehensive brand identity system for United Charter High School for the Humanities II (UCHS HUM II), designed to unify every touchpoint from digital enrollment campaigns and social media to campus communications across the South Bronx community we serve.
Why Brand Identity
Matters
Authority
UCHS HUM II is part of the United Charter High Schools network, which has five schools nationally recognized as Top 25 Best NYS Charter High Schools by Niche in 2026. The school delivers a humanities-focused, college-preparatory education with 91% Civic Readiness Seal rate, 91% Seal of Biliteracy, 100% AP Spanish 3+ scores, and dual enrollment partnerships with Monroe University and Hostos College.
Retention
Families stay because UCHS HUM II delivers results they can see: college credits on transcripts, biliteracy seals, and civic readiness credentials. The ICT co-teaching model with two teachers in most classrooms, office hours four days a week, and Saturday Regents prep create a support system that families trust and recommend to their community.
Growth
With 50 open seats across 9th grade (30), 10th grade (10), and 11th grade (10), and no current waitlist, UCHS HUM II is positioned to grow. The school competes with AMS II (co-located), KIPP, and Dream for the same South Bronx families. A strong, consistent brand converts awareness into tours, tours into applications, and applications into enrolled scholars.
Positioning &
Strategy
UCHS HUM II is the tuition-free, humanities-focused public charter high school for South Bronx families who want a rigorous, college-preparatory education that builds critical thinkers, civic leaders, and bilingual graduates ready for college, career, and a 21st-century economy, with early college credits, two teachers in most classrooms, and a proven track record of student achievement.
Strategic Anchors
Top Parent Objections — Addressed
7-Day Content
Pillars
Enrollment
Funnel
Earn College Credits in High School
Dual enrollment through Monroe University and Hostos College. 20+ students have earned 9 college credits. Courses: Sociology, Communication, Psychology, Community Health.
Two Teachers in Most Classrooms
ICT co-teaching model. Reading intervention. Support classes. Office hours 4 days/week. Saturday Regents prep. Lunch-hour teacher help.
Proven Academic Results
91% Civic Readiness Seal. 91% Seal of Biliteracy. 100% AP Spanish 3+ score. 67% ELA first-time Regents pass rate.
Athletics, Arts, and Clubs
PSAL Soccer, Basketball, Track & Field. Charter: Cross Country, Flag Football, Cheerleading, Volleyball. Plus Theater, Visual Arts, Student Government, and more.
Logo &
Identity
Primary — Light Background
Reversed — Dark Background (CSS Invert)
Maintain space equal to the logo mark height on all sides. Never crowd or clip the mark on digital headers, social profiles, or print materials.
The logo is a cutout/transparent mark that works with CSS filter: brightness(0) invert(1) on dark backgrounds. This produces a clean white rendering. Use the United Charter High Schools network logo consistently.
Do not stretch, rotate, recolor, or apply drop shadows. Never place on low-contrast backgrounds without the invert filter. Always use the approved network logo file.
Color
Palette
Typography
- Headlines and section titles at weight 700–800
- Body text and captions at weight 400–500
- Clean, geometric, and modern — reflects UCHS digital-first identity
- Available on Google Fonts for all platforms and web use
- A single font family creates visual unity across all touchpoints
Imagery
Direction
Academic Excellence and College Prep
Students engaged in AP courses, college-level coursework, Regents preparation, and critical thinking discussions. Prioritize candid classroom moments that show the co-teaching model in action: two adults per room, small group collaboration, and scholars presenting their work. Include images of hydroponics, forensic science, and data science to show the STEM dimension beyond the humanities core.
Athletics, Arts, and Bronx Community
Showcase the full HUM II experience: PSAL basketball games, soccer matches, track meets, cheerleading, Theater Arts performances, Visual Arts exhibitions, and Student Government events. Images must reflect the diversity, resilience, and pride of the South Bronx community. Include graduation moments, college decision celebrations, and the campus life that makes UCHS HUM II more than just a school.
Voice &
Tone
Ambitious and Achievement-Driven
UCHS HUM II communicates with the confidence of a school that delivers measurable results: 91% civic readiness, 100% AP Spanish scores, college credits on transcripts. Messaging leads with outcomes, not promises. We show the work, the data, and the graduates who prove it.
Respectful and Student-Centered
At UCHS HUM II, every student is provided a rigorous AND respectful education. The voice reflects that dual commitment. Communications are warm but never soft on expectations. We speak to families as partners in their child's success, not as an audience to be sold to.
Civic-Minded and Community-Rooted
The South Bronx is not just where the school is located. It is who the school serves. UCHS HUM II's voice reflects deep civic engagement and community pride. Messaging highlights the 91% civic readiness seal and the school's commitment to producing graduates who change their communities.
Future-Focused and Innovative
UCHS HUM II prepares students for careers that do not exist yet. The voice is forward-looking, modern, and connected to the 21st-century economy. Communications lean into early college, STEM electives, data science, and the skills that make HUM II graduates competitive anywhere they go.