United Way of Delaware

Brand guidelines

As we approach 80 years of serving our neighbors in Delaware and Salem County, we’re proud to introduce our refreshed brand guidelines—designed to carry our mission forward for the next 80 years and beyond.

BRAND AT A GLANCE

Here’s a quick look at United Way of Delaware’s new brand aesthetic. Explore our new color palette, logos, and fonts that support United Way of Delaware’s movement into 2025 and beyond.

Explore The Brand

TOOLKIT RESOURCES

OUR BRAND PROMISE

Clear and consistent branding ensures that our promise is communicated powerfully throughout the community. By aligning our message and visuals, with our organization’s DNA, we reinforce our commitment to driving meaningful change throughout Delaware and Salem County (NJ).

explore focus areas

Mission

United Way of Delaware unites people, ideas and resources to improve lives and build a stronger community.

Vision

United Way of Delaware envisions a community where everyone has an opportunity to achieve their potential, regardless of zip code, race or ethnicity.

LIVE UNITED

Live United represents our unwavering dedication to bringing people, organizations, ideas, and resources together to create meaningful change. It embodies our belief in the power of collaboration to forge a shared path forward and underscores everything we do.

LIVE UNITED

Live United represents our unwavering dedication to bringing people, organizations, ideas, and resources together to create meaningful change. It embodies our belief in the power of collaboration to forge a shared path forward and underscores everything we do.

Live United 2027

Live United 2027 (LU2027) represents a strategic evolution for United Way of Delaware (UWDE), reaffirming our dedication to our core focus areas, which guide our mission to support individuals at every stage of life. This vision underscores our commitment to ensuring that everyone has the resources and opportunities to thrive, no matter where they are in their journey.

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OUR FOCUS AREAS

We are driving change through four key focus areas—Delaware’s Helpline (Delaware 211), Early Student Success, Career & College Readiness, and Financial Empowerment. By connecting resources and support, we’re building a stronger, more resilient Delaware community, and empowering individuals and families at every stage of life.

Delaware’s Helpline, Delaware 211 (DE211) is a pivotal resource, not merely offering crisis intervention but also serving as a gateway to stability and self-sufficiency. This strategic alignment highlights our comprehensive approach to support Delawareans through every phase of life.

Early Student Success is a high-dosage reading program in out-of-school time settings, strategically designed to mitigate educational gaps and boost proficiency levels. This initiative underscores the commitment to address immediate learning challenges and to foster a nurturing environment that propels students toward academic and social/emotional success and a brighter future.

Through comprehensive initiatives, Career and College Success focuses on mentorship, career exploration, financial literacy, and the development of self-efficacy. This approach prepares students for the workforce and higher education and cultivates a framework of Developmental Assets to empower them with the confidence and skills necessary for a prosperous and fulfilling future.

Financial Empowerment steers families and individuals towards financial stability and prosperity by helping to break the intergenerational poverty cycle. The individualized coaching model offers practical support in budgeting, credit improvement, debt management, and savings strategies, aiming to catalyze a generational shift towards financial well-being, homeownership, and wealth creation. Extending this strategy, we also integrate financial and business coaching tailored for minority small businesses, ensuring they receive the specialized guidance needed to overcome obstacles and build thriving businesses.

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BRAND AT A GLANCE

Here’s a quick look at United Way of Delaware’s new brand aesthetic. Explore our new color palette, logos, and fonts that support United Way of Delaware’s movement into 2025 and beyond.

BRAND AT A GLANCE

Here’s a quick look at United Way of Delaware’s new brand aesthetic. Explore our new color palette, logos, and fonts that support United Way of Delaware’s movement into 2025 and beyond.

Colors

Our primary colors are derived from the logo symbol and are blue, red and yellow. Each has four shades to provide dimension and dynamism. The preferred shade, which is used in the logo, are listed on the right. There are secondary colors that compliment this main palette, but we prefer you use these colors to reflect United Way of Delaware in the community.

Fonts

Antonio is our brand font for headlines; its all-caps style is suitable for bold headlines and large-scale messaging. Antonio is available for download at fonts.google.com. Palanquin is our brand font for body text; its design is optimized for legibility. Palanquin is also available for download at fonts.google.com.

Logos

The full-color version of the logo is preferred and should be used on all branded materials. Do not adjust the colors of the logo symbol in any way. The United Way of Delaware logotype is blue unless there is low contrast with the background, in which case it should be in white. The all-white and all-black versions of the logo should be used when the application requires more contrast against dark and light background, respectively.

BROWSE BRAND ASSETS

Take a look at our downloadable assets below. If you have any questions about how to utilize these assets please contact the United Way of Delaware Marketing Team at marketing@uwde.org.