Brand Guidelines Home

Our UW Story,
Tacoma Made

Welcome to UW Tacoma

Building UW Tacoma’s brand means telling the story of who we are and why it matters. Our education is rooted in purpose and powered by community. We are a university that grows with and for the South Sound, where our journeys converge to spark innovation and collective progress. Every student’s story enriches our identity, every voice reshapes what learning can be.

By sharing how knowledge becomes action, how research addresses real-world needs, and how potential transforms into leadership, we show the difference a UW Tacoma education makes. A strong brand ensures that Tacoma Huskies are recognized not only for overcoming barriers, but for creating new pathways that lift others and strengthen our region’s future.

Explore UW Tacoma’s brand story — and discover ways to bring it to life.

Rooted in purpose, powered by community.

The brand story conveys the spirit of UW Tacoma—our values, our people, and our purpose. It connects the university to the South Sound community, demonstrates our impact, and ensures that the experiences of our students, faculty, staff, and alumni leave a lasting impression.

These are traits that Tacoma Huskies — students, faculty, staff, alumni — live out every day.

Tacoma Huskies rise with community.

Our success is intertwined with our community's. We advance alongside our region, building careers and creating mutual benefits that strengthen our shared future. When our community thrives, so do we.

Tacoma Huskies create opportunity.

Our lived experiences help us see possibilities where others see obstacles. We charge forward to build new pathways for ourselves and for all those who follow.

Tacoma Huskies value every voice.

We believe the best solutions come from working across differences. We embrace our backgrounds as strengths, bringing diverse perspectives that are essential to meaningful learning.

Tacoma Huskies turn knowledge into impact.

We take pride in serving something bigger than ourselves. We channel a world-class UW education into tangible community solutions, becoming leaders and changemakers who drive real progress.

These attributes should guide storytelling about UW Tacoma and can be applied across marketing and communications.

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Our Mission

The University of Washington Tacoma fosters a thriving and equitable society by educating diverse learners and expanding knowledge through partnership and collaboration with all our communities.

Statements and Plans

Explore the values and guiding principles that shape UW Tacoma’s identity and voice.

Visual Identity

Logos

Our Mark, Our Story

A logo is more than a symbol — it’s the signature of a community; it’s a promise. In a single glance, it communicates who we are, what we stand for, and the pride we carry as UW Tacoma. It serves as a visual anchor, reminding our audiences of our mission, our connection to our region, and our role within the broader University of Washington family.

Get the UW Tacoma logo

Brand Fonts

In Capital Letters

Typography is more than text on a page — it’s how our brand speaks visually. The right font choices set the tone, create rhythm, and ensure our story is clear and accessible to all audiences. Consistency in typography strengthens recognition and builds trust, while thoughtful styling elevates everyday communication into something memorable.

Download UW fonts

Brand Colors

Tacoma in Full Spectrum

Color is more than decoration — it’s a visual expression of UW Tacoma’s identity, values, and community. Our palette captures the spirit of our campus: vibrant yet grounded, modern yet rooted in tradition and history. Used with care and consistency, these colors make us instantly recognizable and help tell our story in every medium.

Review the UW color palette

Brand Templates

UW Tacoma branded templates are available for making basic flyers, report covers, posters and presentations. You are welcome to customize these for your department.

Build with a template

Resources & FAQs

Marketing

How do I order?
How do I add the logo to my email signature?
Resources and guidelines for photography and video
Resources for mass email and newsletters

Communications

What writing style does UW Tacoma follow?
A reporter wants to interview me. What should I do?
Social media guidelines

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