Menu Close
Contact

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.

Logos

The USO logo is one of our most powerful brand assets. Using it correctly helps communicate a clear, unified connection to the organization — across all platforms, programs and locations.

We have two approved versions of the logo:

  • Badge + Tagline: Use this whenever possible. It reinforces our mission and clearly states who we serve: “For the People Who Serve™.”

  • Badge Only: Use this when space is limited or the tagline would be too small to read clearly. It’s also the preferred version for signage and other long-term materials.

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.

NOTE: THE USO BADGE LOGO IS THE PRIMARY ELEMENT OF THE ORGANIZATION’S VISUAL IDENTITY AND MAY NOT BE ALTERED IN ANY WAY.

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.

Colors

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

  • OLD GLORY BLUE

    HEX: #002147

    RGB: 0/33/71

    PMS: 282

    CMYK: 100/87/37/51

  • OLD GLORY RED

    HEX: #BB133E

    RGB: 187/19/62

    PMS: 193

    CMYK: 8/100/77/1

  • WHITE

    HEX: #FFFFFF

    RGB: 255/255/255

    PMS:

    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

Typography

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 typography.com.

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.

Imagery

Photography

When selecting photography, focus on the people who serve and the real moments that define their experience.

Show the realities of service, how the USO shows up, and the impact of that support.

Service members should be portrayed with strength and dignity. While service comes with real challenges, imagery should reflect people navigating those challenges with support, not defined by hardship alone.

Selecting Photography for Your Print or Digital Communications

Use images that are:

Relevant

Choose current images that directly reflect the content being communicated.

People-centered

Focus on the people who serve and their families. Show real interactions with USO staff and volunteers, participation in programs, and moments of connection and support.

Grounded in real experience

Show environments where service happens, including installations, ships, airports, and remote locations. Capture both the demands of service and the moments of support.

Current over historical

Use historical imagery only when referencing a specific moment in time. When doing so, use it sparingly and in a supporting role.

Back to top