Design Guide

Visual elements like the USO logo, brand colors, fonts and photography are the building blocks to our brand story and personality. This section provides guidelines for each.


Using the USO logo is the best way to communicate your official connection to the organization.

The primary badge logo with the For the People Who Serve tagline provides us with an opportunity to reinforce the purpose of the USO and who we support.

A general rule of thumb is to use the primary badge logo with tagline whenever possible. If the size of the tagline is too small to be easily legible, the primary badge logo is the preferred option.

USO staff may download logo files directly from the Resource Library.

For the most accurate color reproduction of the USO Badge logo, please use the provided color formulas.

Choosing the right logo file

The USO logo should be used in full color as the first option on all communications and products whenever possible.

One color logo options are also available in either black or white.


The registered trademark (®) on the bottom right side of the logo must always be visible. We have created logo files for use on both light backgrounds (featuring a dark registered trademark symbol) and dark backgrounds (featuring a white registered trademark symbol).

Logo Spacing & Size

Clear space The USO logo requires separation from the other elements around it. At a minimum, copy and images should stand clear of the logo in all directions by a factor equivalent to one-half the height of the center panel that holds the stars and lettering.

Size To ensure the USO logo is easy to read, minimum size requirements have been set to keep the USO letters legible.


Primary Color Palette

The consistent use of Old Glory Blue, Old Glory Red and White creates a unified, recognizable appearance for the USO across all communications, materials and products.

The primary brand color palette features the official brand colors of the USO and includes specifications for Pantone colors on coated stock ©; when reproduced using the four-color process (CMYK); and for digital presentations (RGB).

Primary Colors


    HEX: #002147

    RGB: 0/33/71

    PMS: 282

    CMYK: 100/87/37/51


    HEX: #BB133E

    RGB: 187/19/62

    PMS: 193

    CMYK: 8/100/77/1



    RGB: 255/255/255


    CMYK: 0/0/0/0

Secondary Colors

An accent color has been chosen to complement our primary palette if needed and should not make up more than 20% of the color palette for one piece.

Secondary Colors

  • BLUE

    HEX: #006298

    RGB: 0/98/152

    PMS: 7691

    CMYK: 100/45/0/45

Primary Color Palette for Wearables

While the USO does not have an official uniform, whenever possible, USO staff and volunteers should use the USO’s primary color palette to produce wearables intended to be worn in an official capacity. Think of them as our team colors!

Extended Color Palette for Wearables

The extended color palette featured on this page reflects colors that complement the USO’s primary color palette while supporting the need for USO branded wearables that work within the military communities and locations where we provide support. These colors should only be used on wearable fabrics and in moderation.

Wearables include: T-shirts, hats, jackets, sweatshirts, etc.

Extended color palette includes:

Military Green; Coyote Brown; Olive; Tan; Sand; Black; Charcoal; Light Gray


Primary Typeface

Whitney is the official typeface of the USO and should be used on external print and digital communications whenever possible. The consistent use of typography, as outlined here, will add strength and visual meaning to our communications. Whitney was selected for its warm, friendly personality and its legibility at all sizes and across multiple mediums.

As a general rule, Whitney Book or Whitney Light may be used for body text. Whitney Semibold, Whitney Bold, or Whitney Black used for headings and subheadings.

Body text should be set in normal case. Headings may be set in all caps and normal case (never small caps). All text should be left justified wherever possible.

Whitney may be purchased through Hoefler & Co. at

Secondary Typeface

When Whitney isn’t available for use, Calibri is an appropriate alternative and may be used by in-house teams for low production value communications such as flyers, PowerPoint presentations, information sheets, etc.



When it comes to selecting the best photos for your project, keep the focus on the people who serve and the positive connections we create through our mission delivery. Portray those we support as pillars of American strength.

Service members should never be portrayed as being weakened by the conditions of their service; they may struggle to overcome challenges, but we are there to support them as they successfully navigate those obstacles along the way. We are a forward-thinking brand united in our commitment to strengthen America’s service members throughout their service to the nation. This tenet should always be reflected in our imagery.


Please use photos that are:

  • Topical: The most up-to-date photos relating directly to the content of what is being communicated.
  • Cultural: Highlighting the people at the heart of the USO. This includes, first and foremost, the people who serve engaging with staff and volunteers, utilizing our Centers or participating in USO programs.
  • Only use historical photos when illustrating our legacy or recognizing a specific date in time. Historical photos should be used sparingly and only in a supporting role. When talking about our history, we prefer to give a nod to the past while shining the brightest light on today and the future.


Before using images of service members on any external communications, please refer to the DOD Visual Information (VI) Limitations resource on using VI containing military persons, places and things, regardless of its origin, for commercial advertisement, marketing, promotion, solicitation, or fundraising purposes.

USO Staff, please reference the Staff Resource section of this site to obtain the appropriate digital release forms. All forms that are signed digitally are submitted directly to the USO Marketing team.