Logo Standards

The 2014 Brand Identity Guidelines

United Way Worldwide updated the brand guidelines in 2012.  In addition to expanding the color palette, the United Way brand mark's preferred presentation is locked up with the words LIVE UNITED.  The full guildlines can be downloaded by clicking on the heading above.  To download the new logo lockups, visit the Brand Identity section on UWW online.

The United Way Brandmark

The most fundamental visual element of a brand identity is its brandmark. The new United Way brandmark signals a change for a new approach to the future while preserving the heritage of our past. 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.

In an effort to have a consistent message and branding strategy, United Way wants to ensure correct usage and appearance of our brandmark (logo) by our partner agencies.

The United Way brandmark should appear on all printed (letterhead, envelopes, brochures, posters, flyers, newsletters, etc) and electronic (website, PowerPoint, video, etc.) materials. Do Not stretch or squash or distort the image in any way. The words United Way and the symbol should never be separated. The symbol is a perfect circle.

Full-color Brandmark – The full color version of the United Way Brandmark is the primary brandmark. Use this version in branding applications whenever possible.
Blue Brandmark – The blue brandmark is to be used when United Way blue (Pantone 287) is the only available color selection.
Black Brandmark – The black brandmark is to be used when it’s all that’s available.
Special Usage Brandmarks – The special usage United Way brandmarks are used when printing on color surfaces, or screening of inks is not possible. This may occur when reproduction on plastic, glass, metal, fabric or other materials. For printed materials, these brandmarks may only be used when the method of reproduction is faxing and photocopying, or the surface of the paper is a color other white.

Minimum Size

To ensure the integrity of the United Way brandmark, do not reduce its width to less than .75 inches for print or special usage and 90 pixels or 1.25 inches for screen applications.


The brandmark is to be placed at a distance of half of the symbol square from the right edge of any print or on-screen application. This applies to all versions – with or without the tagline or local identifier.

Color palette

UW Blue UW light blue UW Red UW Gold UW dark gray UW light gray Black
Pantone 287 Pantone 659 Pantone 179 Pantone 143 Pantone 11 Pantone 4  

Only these colors are allowed in accordance with trademark agreement.

Localizing The Brand

When the local identifier is locked up with the brandmark, it appears in a fixed position underneath the brandmark holding shape. The vertical lockup is better suited for vertical formats such as flyers and brochures. The size relationship and position have been determined for optimal communication of both the United Way brand and location.

Note:The size of the local identifier should never be increased larger than specified.

The local identifier is placed in a fixed position relative to the brandmark holding shape:
When placed on a colored background, the white background control line expands to provide an area to hold the local identifier:

Specifications for vertical local identifier lockup. The local identifier can extend to maximum three lines: