Visual Identity
Logos
Our logo symbol, the Circle of Hope, consists of the rainbow of hope, the hand of support and the person as a symbol of humanity. Together, they exemplify our personality, which is engaging, energizing and elevating.


Logo Dont’s
Our logo is the most recognizable representation of our brand. As such, it should not be altered under any circumstances.

Our logos can be downloaded either by right-clicking, and “saving as” or by downloading the zip file.
Color Palette
Our color palette helps us express the story and personality of United Way. For this reason, it’s important to be consistent and use only the colors that we’ve chosen as part of our brand.

Typography
Palanquin is our brand font for body copy; its design is optimized for legibility. Palanquin is available for download at fonts.google.com.
Palanquin
Palanquin Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Antonio is our brand font for headlines; its all-uppercase style is suitable for bold headlines and large-scale messaging. Antonio is available for download at fonts.google.com.
ANTONIO
ANTONIO ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Photography
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.
Messaging
Our Values
Leadership, accountability, racial equity, integrity, collaboration, and a supportive work environment are core beliefs that guide our work.
Brand Promise
We’re working side by side with communities to build an equitable future for everyone.
Brand Pillars
Pieces should reflect our brand pillars and United Way’s unique strengths:
- CONNECTIVE: We bring a comprehensive approach to every challenge by working closely with community partners and individuals most impacted by the issues we address.
- RESPONSIVE: We actively listen and swiftly respond to community needs in innovative ways.
- SCALABLE: We share knowledge and scale impact towards our goal of an equitable future for everyone.
Brand Personality
The voice, look, and feel of our marketing and communications pieces should be:
- Engaging: Our communications are real, relatable and purposeful, connecting people to possibility.
- Energizing: Our communications are dynamic and forward-facing, rallying our audiences to action.
- Elevating: Our communications show how we seek to build up strength in every community so all can rise.
Social Media
Facebook— UnitedWayKC
Instagram— @unitedwaykc
#LiveUnited— General
#YearofImpact #LeadUnited #EmergingLeader— Emerging Leaders 365
#BeGenerous— Eat, Drink & Be Generous events