White logo on dark backgrounds creates bold, high-impact visuals perfect for social media and digital marketing.
Uniforms & Social
White logo version ensures maximum visibility on uniforms, social media and promotional materials with dark backgrounds.
Logo Do's and Don'ts
✓ DO
Use approved logo versions only
Maintain clear space requirements
Use appropriate version for background colour
Maintain aspect ratio when resizing
Ensure minimum size requirements are met
✗ DON'T
Stretch, skew, or distort the logo
Change logo colours or recolour stars
Add effects (shadows, gradients, glows)
Use on busy photographic backgrounds
Place logo on low-contrast backgrounds
Rotate or tilt the logo at angles
Colour System
Refreshed to match the live unionelitebasketball.ca site. The brand now leads with Elite Black and a refined, muted gold. The old bright yellow has been retired, orange is minimized to a rare accent, and Court Green is held for apparel and jerseys rather than the digital brand.
Primary Brand Colours
ELITE BLACK
Elite Black
HEX: #000000 RGB: 0, 0, 0 CMYK: 0, 0, 0, 100 PANTONE: Process Black C
Rare accent only. A small hit of energy where it earns its place. Not a primary brand colour.
Neutrals
CHARCOAL
Charcoal
HEX: #2B2B2B RGB: 43, 43, 43 CMYK: 0, 0, 0, 83
Dark sections, footer
MEDIUM GREY
Medium Grey
HEX: #6B6B6B RGB: 107, 107, 107 CMYK: 0, 0, 0, 58
Borders, secondary text
LIGHT GREY
Light Grey
HEX: #E5E5E5 RGB: 229, 229, 229 CMYK: 0, 0, 0, 10
Subtle backgrounds
OFF-WHITE
Off-White
HEX: #F8F8F8 RGB: 248, 248, 248 CMYK: 0, 0, 0, 3
Alternate sections, cards
Complementary Colours
PALE BLUE
Pale Blue
HEX: #F0F8FC RGB: 240, 248, 252
Info sections, education
SOFT GREEN
Soft Green
HEX: #E8F5F1 RGB: 232, 245, 241
Success, development
WARM BEIGE
Warm Beige
HEX: #FAF6F0 RGB: 250, 246, 240
Neutral alternates, testimonials
Typography
Primary Typeface: Bebas Neue
Bebas Neue is our headline font. It's bold, condensed, and athletic. Use it for maximum impact in headlines, hero text, and section titles. Always use ALL CAPS for Bebas Neue.
FLOOR GENERAL
ELITE DEVELOPMENT
COURT | CLASS | CULTURE
Secondary Typeface: Inter
Inter is our workhorse font for everything else: subheadings, body copy, buttons, and navigation. It's clean, modern, and highly readable at all sizes.
Inter Font Family
Inter Bold for emphasis and subheadings
Inter Semi-Bold for navigation and buttons
Inter Regular for body copy. We combine elite training with character development. Our players don't just improve their game—they become better humans.
Email Typeface: Aptos
For email marketing campaigns, use Aptos (formerly Calibri) as it's widely supported across email clients and provides excellent readability on all devices.
Type Hierarchy
H1 (Page Titles): Bebas Neue, 64-72px, ALL CAPS, Black or Gold
H2 (Section Titles): Bebas Neue, 48px, ALL CAPS, Black
H3 (Subheadings): Bebas Neue, 32px, ALL CAPS, Black
Body Copy: Inter Regular, 16px, line-height 1.6-1.8, Charcoal
Buttons: Inter Semi-Bold, 14-16px, ALL CAPS, varies by button type
Navigation: Inter Semi-Bold, 14px, Medium Grey or White
Captions: Inter Regular, 13-14px, Medium Grey
Font Usage Guidelines
✓ DO
Use Bebas Neue in ALL CAPS only
Use Inter for all body text
Maintain proper line-height (1.6-1.8)
Use appropriate font weights
Keep hierarchy consistent
✗ DON'T
Use Bebas Neue for body copy
Mix upper and lower case in Bebas Neue
Use more than 2 fonts on a page
Stretch or condense fonts artificially
Use decorative or script fonts
Brand Voice & Messaging
Positioning Line
WHERE COURT, CLASS AND CULTURE COME TOGETHER
Court, Class, Culture is the tagline. This is the line that explains it.
What We Say First
Who We Are
Canada's leader in youth basketball development. We build elite athletes and exceptional humans. We build leaders first, elite athletes second.
What Makes Us Different
The game is a vehicle, not a destination. We develop complete players who have the skills, character and mindset to win, on the court and long after it. Development over wins. Character over trophies. A real pathway to what comes next.
The One-Liner
We don't just build athletes. We build good humans who happen to be exceptional basketball players. Where character meets skill.
Brand Pillars
Three pillars carry everything Union Elite says and does. Every program, post and conversation should ladder back to one of them.
Court
Elite skill development and competitive play
High-level coaching and real competition
Unmatched intensity, structure and elite training
Exposure that opens doors to the next level
Class
Academic excellence, life skills and education
Basketball is temporary. Education lasts.
Academic support and real life skills
Ready for what comes next, on and off the court
Culture
Character, leadership and a winning mindset
Respect, discipline, teamwork, giving back
We build leaders, mentors and good humans
A culture built on character, not just wins
Tone of Voice
Personable first, professional always. We are coaches and mentors who believe in every player's potential. Warm, but with high standards. Here is how that sounds in practice.
Confident, not arrogant
We say
"Elite coaching, real competition, and a culture built on character."
We don't say
"The only program that matters. Everyone else is a waste of time."
Warm and coaching
We say
"Every player who walks through our doors carries potential. Our job is to unlock it."
We don't say
"Only the naturally gifted make it here."
Direct and honest
We say
"Development looks different for every player. We will tell you the truth about the work ahead."
We don't say
"Sign up and we guarantee a scholarship."
Aspirational, but grounded
We say
"We build leaders first, elite athletes second. The game is a vehicle, not a destination."
We don't say
"Basketball is everything. Nothing else matters."
Talking Points
Ready-to-use messages, organized two ways: by pillar, and by audience. Pull from these for captions, emails, calls and pitches. Keep the language close to how it reads on the website so the brand sounds like one voice everywhere.
By Pillar
Court
Elite skill development and competitive play.
Unmatched intensity, structure and elite-level training.
Real competition against real players, not easy wins.
Coaching that develops complete players.
Class
Academic excellence, life skills and education.
Basketball is temporary. Education is forever.
We prepare players for life after the game.
Ready for what comes next.
Culture
Character, leadership and a winning mindset.
We build leaders first, elite athletes second.
Respect, discipline, teamwork, giving back.
We build good humans.
By Audience
Players
Aspirational, direct, motivating
Your potential is real. We are here to unlock it.
Elite coaching, real competition, a culture that pushes you.
Come ready to work. Leave ready for what comes next.
Parents
Reassuring, honest, partnership
We develop the whole child: skill, character, academics.
You are a partner. Expect communication and transparency.
Development over wins. Character over trophies.
Coaches & Scouts
Credible, competitive, structured
Structured, high-intensity development at an elite standard.
Complete players with skill, character and mindset.
Players who are ready for the next level.
Sponsors & Partners
Impact, community, ambition
Canada's leader in youth basketball development.
We build elite athletes and exceptional humans.
Partnering with us means investing in leaders, not just teams.
Content Guidelines
How to write for Union Elite so every caption, email and page sounds like the same brand. When in doubt, read it back and ask: is it confident, warm and honest, and does it ladder to Court, Class or Culture?
Vocabulary
Words we use
EliteDevelopmentCharacterPathwayComplete playerGood humansLeadersMindsetPotentialReady for what comes next
Words we avoid
GuaranteedCheapThe onlyBeat everyoneJust basketballCut / not good enoughHype without proof
The Hashtag
#wecanallgo
Our rallying cry. Use it to close social posts, on team content and around big moments. It says the pathway is open to every player willing to do the work. Use it with intent, not on every post. One clear use lands harder than ten.
Writing by Format
Social caption
One or two short lines. Lead with energy or a truth, close with a call to action or the hashtag. Sentence case, not all caps. Example: "Development looks different for everyone. Come find your pathway. #wecanallgo"
Program blurb
Two to three sentences. State what the player gets and which pillar it serves. Concrete over vague. Example: "Elite skill development and real competition, built to make complete players who are ready for the next level."
Email to families
Warm open, clear information, honest expectations, a single clear next step. Partnership tone. Sign off as coaches and mentors, not a faceless program.
Website & headlines
Bebas Neue in caps for headlines, Inter for body. Keep every headline to one line. Let the three pillars structure the page.
Quick Do and Don't
Do
Ladder every message to Court, Class or Culture
Lead with character, back it with skill
Be honest about the work, warm about the player
Keep headlines short and in the brand voice
Don't
Promise scholarships, wins or outcomes
Put another program down to lift ours
Lean on hype with nothing behind it
Bury the pillars under noise
Visual Style & Design
Photography & Video Direction
Action & Energy
Capture players in motion: dribbling, shooting, defending, celebrating. Show intensity, focus, and athleticism. Use dynamic angles and freeze peak moments.
Community & Connection
Showcase team huddles, coach interactions, parent engagement, and player camaraderie. Basketball is played together.
Aspiration & Success
Feature championship moments, player achievements, and college signings. Show what's possible.
Authenticity
Real players, real moments. No overly staged or stock-feeling images. Our players are our best content.
Button Styles
Primary Button
Use for: Register Now, Find My Program, Sign Up Colour: Refined Gold (#d8ba6c) background, Elite Black (#000000) text
Secondary Button
Use for: Learn More, Watch Video, Contact Us Colour: Game Orange (#e58a3a) background, White (#FFFFFF) text
Dark Button
Use for: Ghost buttons on light backgrounds, alternate CTAs Colour: Elite Black (#000000) background, Refined Gold (#d8ba6c) text
Design Principles
Bold & Athletic
Strong typography, high contrast, dynamic layouts. Nothing timid or generic.
Clean & Modern
Plenty of white space, organized content, easy navigation. Professional and accessible.
Premium & Professional
High-quality imagery, refined details, sophisticated colour usage. We're elite in every way.
Remember
Every touchpoint should communicate that Union Elite is not just a basketball program but it's also a transformative experience that builds elite athletes and exceptional humans.
