Brand Guidelines



The original components of our traditional brandmark—the rainbow of hope, the hand of support and the person as a symbol of humanity—have been maintained because they are still effective in communicating important United Way brand characteristics—caring, inspiring, trustworthiness and approachability.

Our logos can be downloaded either by right-clicking, and “saving as” or by downloading the zip file.


The United Way color palette is comprised of colors used in the United Way brandmark. In addition, two grays, black and white are included for added flexibility and one-color scenarios. Our primary color is PMS287 blue and PMS179 red and PMS143 orange are used as accent colors. Sample application of the primary and accent colors are evident on the spreads begining with the front cover.

Pantone 287
R:16 G:22 B:127
C:100 M:74 Y:0 K:0
Pantone 659
R:118 G:142 B:197
C:40 M:28 Y:0 K:23
Pantone 179
R:254 G:35 B:10
C:0 M:85 Y:89 K:0
Pantone 143
R:255 G:150 B:0
C:0 M:34 Y:86 K:0
R:0 G:0 B:0
C:0 M:0 Y:0 K:100
Pantone Cool Gray 11
R:54 G:54 B:54
C:0 M:0 Y:0 K:80
Pantone Cool Gray 4
R:186 G:186 B:186
C:0 M:0 Y:0 K:27
Pantone 287
R:255 G:255 B:255
C:0 M:0 Y:0 K:0


Black gradient is applied from the left over PMS287 blue, and should only cover 2/3 or 66% of the blue.


These standardized typefaces have been chosen for the United Way brand identity. They are to be used in all printed and online communications. Each of the fonts was selected for its visual compatibility with the United Way brandmark and for its ability to convey a personality that is consistent with our brand. Only use the weights and styles shown on this page.

Meta is used for body text in publications, correspondence and documents.

Meta OT LightMeta OT Light Italic

Trade Gothic is used for headings and subheadings.

Trade Gothic Bold Condensed TwentyTrade Gothic Bold Condensed Twenty ObliqueABCDEFGHIJKLMNOPQRSTUVWXYZ
Trade Gothic Condensed EighteenTrade Gothic Condensed Eighteen Oblique

Arial is an acceptable substitute for Meta only when Meta is unavailable.


How We Use Photos

Photographs should be of high resolution (300dpi) for printing. High-res images can be downgraded to low-resolution for use on the web or email. Photography should be commissioned whenever possible such as for large events. Photographers should always shoot in landscape format, and in color in raw or jpg file formats.

Most of the photos we use are from our actual events. However, when none qualify, we turn to using stock photos. Please ensure that the images and the subjects depicted in them are aspirational, empowering and positive. They should use the model of asset-framing and not deficit-framing.


Our Personality

Direct: Clear, honest and to the point 
Compassionate: See the humanity amid the numbers and data
Approachable: Relatable, relevant, trustworthy amid an information overload

Our Values

Unity: Standing together as a community for the good of our community
Innovation: Trying out-of-the-box solutions to issues and partnering with agencies 
who do the same
Integrity: Doing what’s right for our community and the people in it, even in adverse 
or tense situations

Tone of Voice

We like to use the model of asset-framing in our stories. We keep our ears to the ground, listen, learn, and elevate the voices of our partners to bring multiple perspectives on issues to our audiences. That’s how we inspire action.
Sometimes we hit people hard with reality; other times we lead them toward emotion and allow it to percolate. Both approaches guide people into our brand, so they see themselves in our mission and work. We respect people’s intelligence and present them with actionable ways to put their energy and expertise—big, small, wide, or narrow—to use in solving problems and in creating change.

Brand Attributes: Equity, Innovation & Interconnectedness

These are the “reasons to believe”—What United Way uniquely brings to the table and helps answer the question, “Why should I support the community through a gift to United Way?”

  • EQUITY: Equity means fairness and justice. And racial equity and justice are United Way’s ‘North Star.’ We focus on outcomes that are most appropriate for a given group, recognizing different challenges, needs and histories.. We know that we will never achieve the goal of ALL people having homes, students graduating and families being financially stable until we realize a racially equitable community.

    You can find equity in both our direct service work where we intentionally partner with and target outreach to communities of color and in our work to transform inequitable systems by investing in the sustainability of BIPOC communities and supporting their ability to advocate for legislative and policy changes.

    Example: United Way is channeling more funding and resources to Black, Indigenous and People of Color communities by specifically targeting outreach and supports to them.

    Since the pandemic began, more than 70% of the 22,000 households receiving rental assistance are households of color and 79% of the 6,700 households receiving culturally appropriate food through United Way Home Delivery. We’ve also launched 2 BIPOC community funds: the Black Community Building Collective and the Indigenous Communities Fund to help them build resources and sustainable strategies for their communities to thrive.

  • INNOVATION: We define this as making changes to something already established, especially by introducing new methods, ideas or programs.

    United Way brings innovation to our direct service work. Like, utilizing our existing eviction prevention infrastructure to rapidly pivot to providing more than $100 million of rental assistance through the pandemic! Innovation can also be seen in our work to transform systems, like building a more equitable way for people to meet their nutritional needs by introducing a Home Delivery program for groceries.

    Example: In 2020, the financial impacts of the pandemic hit communities of color first and hardest. United Way of King County partnered with the City of Seattle to create the Community Food Fund to rapidly invest more than $1 million in BIPOC led agencies to distribute culturally appropriate food in their communities. This was the first time in Washington State that a grant like this had been made.

    Since it launched, the program has evolved to include more partners including King County, and in 2022, invested an additional $4.5 million to 36 community-based organizations.

  • CONNECTIONS: The state of having different parts or things connected to or related to each other. And for United Way, that interconnectedness includes the people, the neighborhoods, the issues and the solutions.

    We work with and listen to the communities and individuals most impacted by the interconnected issues of homelessness, poverty and low graduation rates and we develop solutions. Together. As we develop best practices to one issue area, we apply them to help solve problems in another.

    Example: United Way’s Bridge to Finish Program provides on campus supports to community college students at 10 campuses in King County. In addition to providing supports like a food pantry, emergency cash grants, transportation assistance and mental health services, we are connecting students to supports provided by other United Way programs like Rental Assistance, Home Grocery Delivery and Free Tax Preparation.

    Additionally, the program employs AmeriCorps members who come from similar backgrounds as the students and whose lived experiences help to further break down the barriers students are facing.

Using Our Value Prop: Together, We’re Building…

Our full value proposition: Together, we’re building a community where people have homes, students graduate and families are financially stable. 

The purpose of the value prop is to show what United Way brings to the table around issues people are aware of but might not associate with United Way:
– Unity (“together”) 
– Reader sees self in the work (“together, we’re…”)
– Value of progress and moving forward (“building a racially just community”)
– People at center of work (“where ALL people have…”)
– Focus (3 focus areas of work: “People have homes, students graduate and families are financially stable.”)

Social Media

Facebook— UnitedWayKC
Instagram— @unitedwaykc
Twitter— @unitedwaykc

#LiveUnited— General
— ChangeMakers
#YearofImpact #LeadUnited #EmergingLeader
— Emerging Leaders 365
— Eat, Drink & Be Generous events


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