Staff Resources
This section includes links to brand assets and ready-made templates created for USO staff to help strengthen our brand.
Asset Libraries & Resources
USO Logos
Marketing and Photography Resources
Note: For best viewing results, use Google Chrome.
USO “We’re With Them” PSA Campaign Assets
One-Page We’re With PSA Campaign Assets
PSAs (Not for Broadcast) Digital Downloads
:30 PSA - We’re With Liam + Tara
:30 PSA - We’re With Bridget + Mike & Anna
:60 PSA - We’re With Liam + Tara / We’re With Bridget + Mike & Anna
PSA Usage Guide
USO Stationery
Business cards, notecards, folders & envelopes are available for purchase on the USO’s print store .
Canva & Marketing Templates
A variety of USO marketing templates are available for use within the organization’s official Canva for Teams site.
Note: A limited number of USO Team Canva licenses have been distributed to each region across the organization. If you do not currently have access to the USO’s Team site on Canva, please work with your regional Canva representative or regional Marketing & Communications lead to help create the marketing materials you need.
Logo Usage Guide for Partnerships
Cash partnerships < $25k*
Text-based support and USO Proud Supporter mark. Partner may use the language “Company XYZ is a proud supporter of The USO.” Please do not use any local or regional naming conventions.
Cash partnerships of $25k or above
Universal badge logo or tagline logo usage
Please note: the use of all other USO logos has been eliminated in this context. The only exception for center location logo usage is applied to select wearable items as outlined in USO logo usage guidelines.
In-kind partnerships
In-kind donations valued by the donor at less than $100,000 are eligible to use the USO Proud Supporter submark. Donations $100,000 and above will be granted Universal badge logo or tagline logo usage on case-by-case basis and is at the discretion of VP of Corporate Alliances and VP of Marketing.
Approvals
Any usage of logos and marks should be approved by a representative from USO Marketing (regional or HQ depending on use and partnership level) to ensure compliance with brand standards.
Proud supporter logo: The USO Proud Supporter submark is an emblem reserved exclusively for partners contributing up to $25,000. To ensure consistent and appropriate usage of the submark, please adhere to the following guidelines:
Logo Integrity: The USO Proud Supporter submark should be used as a standalone emblem and should not be combined with the primary USO badge or any other official USO marks.
Clear Space: Allow adequate clear space around the submark to ensure it stands out and maintains visibility. The minimum clear space should be equivalent to the height of the submark.
Logo Placement: We recommend placing the submark in one of the bottom corners of the creative as common practice. This location allows it to be visible without overshadowing the main content.
Color: The full-color mark should only be displayed in the USO’s official brand colors, including Old Glory Blue and Old Glory Red. Do not alter the colors or apply any effects that deviate from the approved USO color palette. One-color white and one-color black marks are also available when the full-color option is not suitable. Ensure the submark remains clearly visible against the background of your marketing materials. Use appropriate submark files and contrast to enhance readability.
Usage: The USO Proud Supporter submark should only be used in connection with creative that promote activities directly benefiting the USO. Please note that the submark should only be used on print and digital marketing materials and should not be applied to wearables, including clothing items, hats, or accessories.
*VP of Corporate Alliances and VP of Marketing can grant exceptions in certain use cases based on circumstance and opportunity
Logo Usage
There are two approved versions of the primary USO logo:
USO Badge + Tagline: This is our most complete expression of the brand and reinforces who we are and who we support: “For the People Who Serve™.” Use this version whenever space allows.
USO Badge (Badge Only): Use this version when the tagline becomes too small to read clearly or in instances where legibility is critical — such as embroidered apparel, small promotional items, or signage.
Reminder: The logo should always appear on its own, with clear space around it. Do not modify, add text to, or combine the logo with other elements.
Note: There is a short-term exception for website use cases described within the logo guidance document linked below.
Download the Logo Quick Guide - July 2025 (PDF) for more information about how to properly display the USO logos.
Branded Products
To ensure quality, consistency, and the appropriateness of a product’s design, USO branded products should be purchased from preferred vendors. For business purposes, those with Coupa access are encouraged to use the USO’s internal stores in the Punchout section, which offer approved branded products ready for purchase.
For those looking to show off your USO pride, the official USO Shop is open! This store is for personal purchases and may be shared with family, friends, and volunteers. Please note 100% of net proceeds from purchases will benefit the USO mission. Those with Coupa access should still use the internal Bamko store for business purposes. If you have a question about the USO Shop, here is a link to some FAQs. If the answer to your question cannot be found here, I will follow up with you when I return.
Email Signatures
The e-mail signature is a vital tool in presenting the USO as a unified brand while providing relevant information to help others communicate with us. Please use the following for your @uso.org e-mail address to present a more unified, professional appearance for official USO communications > E-mail Template Download
E-mail signatures should be formatted using Calibri (color black) and the font size should be no larger than 14pt. For e-mail signatures on mobile devices, default fonts may be used. Your first and last name should be set in bold, all other lines should be regular (no italics). Please see example below.
Social Media
Promoting the USO Brand on Social Media
If you are responsible for managing a social media site on behalf of the USO, please refer to the brand standards outlined in the USO Brand Room for direction on how to correctly use our logos, colors, typeface and photography.
About the USO
The About section of all USO social media accounts should include the official USO mission statement: To strengthen the well-being of the people serving in America’s military and their families.
Avatar, Profile and Cover Images
The USO brand should always be prominent in your social media avatar/profile images and cover photos. The primary USO badge logo should always be used as your avatar/profile image.
Social Voice
The USO’s voice on social media is human: warm, friendly, fun (not silly), supportive and straightforward. We strengthen the well-being of the people who serve and their families, and this should be reflected in our posts whenever possible.
Hashtags
Hashtags are one of the best ways to find and reach your audience on social media. The official hashtag of the USO is #theUSO
Graphics
Any graphics produced and posted on the USO’s social media channels should follow the guidelines contained in this Brand Room. This includes the use of our logos, colors, typeface and photography.
Photography
When posting photos to your social media accounts, please refer to the photography guidelines.
Emojis
The use of emojis on social media is a great way to boost engagement, but they’re not always appropriate for every post (for example, posts that are intended to deliver more serious information). If you decide to use emojis, make sure they match the tone of your post. A good rule of thumb is to use no more than three emojis per post.