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), unifying the official United Charter High Schools network identity — mark, crest, palette, and "Engaging Minds" platform — with every enrollment touchpoint 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 &
Brand Platform
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.
Network Brand Idea — "Enlightened Reformers" (per the United Charter High Schools Brand Book)
Students want to be inspired. They're curious and informed, learning how to design better questions and creatively take risks with their thinking to arrive at original solutions. UCHS challenges students to think critically by shifting the learning dynamic from receiving information to finding solutions to problems — the community is the classroom.
United Charter High Schools believes in raising the next generation of enlightened reformers — advocates who think critically about how they receive, reframe, and apply knowledge today and tomorrow.
UCHS is committed to academic excellence in a welcoming, safe school environment that develops a diversity of learners through a rigorously structured system of teaching and learning, sparking civic imagination and advocacy leadership through project-based experience.
Enlightened
adj. Having or showing a rational, modern, and well-informed outlook. v. To furnish knowledge; to instruct; illuminate.
Reformer
n. Someone who advocates for or implements changes aimed at improving or transforming existing systems, institutions, laws, practices, or beliefs — a person who works for political, social, or religious change.
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
School Digital Logo — Light Background
Reversed — Dark Background (CSS Invert)
Network Symbol & Lockups (per the UCHS Brand Book)
CHARTER
HIGH
SCHOOLS
CHARTER
HIGH
SCHOOLS
Reverse — One Color (White on United Blue)
Reverse — Two Color (Neon Symbol + White Wordmark on Navy)
Minimum Size
Maintain protected space around the mark equal to the "U"-shaped clear-space guide defined in the Brand Book. Never crowd or clip the mark on digital headers, social profiles, or print materials.
On United Blue or Navy backgrounds, use the one-color white reverse. On Navy specifically, the approved two-color reverse (Neon symbol + white wordmark) may also be used, per the Brand Book's color-pairing rules.
The tagline "Engaging Minds" may be added beneath or beside the wordmark, separated by a thin rule or vertical divider, always in a brand palette color — never in an off-palette tint.
School
Crest
The Humanities Line Crest
Alongside the abstract four-petal network mark, the UCHS Brand Book defines a heraldic crest for each academic line in the network. The crest carries a crown, a shield flanked by laurel branches, and a ribbon banner naming the school — used on business cards, letterhead, apparel, and formal seals where a more traditional, institutional mark is appropriate.
UCHS HUM II carries the Humanities (HUM) crest: the shield's upper fields hold a set of scales (balanced judgment, civic reasoning) and a globe (global citizenship), with an open book filling the lower field — representing lifelong learning. The HUM crest is always rendered in Green (#2AD900) or dark Navy (#213A8E), with the ribbon reading "HUM," "HUM II," or "HUM IV" depending on campus.
Color
Palette
Primary Palette
Secondary Palette
Typography
- Georama Semibold is the official logo/wordmark typeface — never substitute it in the lockup
- Headlines and section titles set at weight 700–800
- Light/Medium/Bold + Expanded Bold weights (with italics) for print communications
- Clean, geometric, and modern — reflects UCHS's digital-first identity
- Per the Brand Book: "alternate typeface for digital and web use"
- Used for all body text, navigation, captions, and UI on this page
- Regular/Medium for paragraphs, SemiBold/Bold for labels and buttons
- Pairs with Georama headlines to keep every screen legible and on-brand
Pattern &
Program Coding
The four-petal mark doubles as a background texture across the network's digital and physical touchpoints — desktop wallpapers, Zoom backgrounds, office signage, and notepads, all shown in the Brand Book's applications section.
- Tile the mark at varying scale and rotation across the field
- Use 2–3 tonal values of the primary palette (Navy, United Blue, Neon) per tile
- Keep generous negative space — the pattern is a texture, never the focal point
- Maintain strong tonal contrast between the pattern and any foreground text or photography
Network Program Color-Coding
Every United Charter High School belongs to one of two color-coded lines. UCHS HUM II is highlighted below.
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 hydroponics, forensic science, and data science to show the STEM dimension beyond the humanities core. Clean, single-subject portrait photography with generous negative space (as used for Zoom templates and staff features) is preferred for formal headshots.
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. Candid, lifestyle-style youth photography (per the Brand Book's recruitment collateral) works best for enrollment campaigns. Images must reflect the diversity, resilience, and pride of the South Bronx community — including graduation moments and college decision celebrations.
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.
Enlightened and Future-Focused
UCHS HUM II prepares students for careers that do not exist yet — the network's own "enlightened reformers" idea in action. The voice is forward-looking, modern, and connected to the 21st-century economy: early college, STEM electives, data science, and the skills that make HUM II graduates competitive anywhere they go.
Brand in
Action
Real applications pulled directly from the UCHS Brand Book, shown here for reference when producing new collateral, merchandise, or environmental design for UCHS HUM II.
