Our UW Story,
Made in Tacoma

UW Tacoma Brand Guidelines

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 shows that the Tacoma Huskies don’t just overcome barriers — they create new pathways and opportunities for others, helping to build a stronger future for our region.

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

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.

Brand Attributes

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.

Visual Identity

Resources & FAQs

How do I order business cards or letterhead

UW Tacoma stationery — including business cards, letterhead and standard envelopes — can be ordered online through UW Creative Communications. Be sure to select "Tacoma" under Campus and review the digital proof carefully before finalizing your order. Stationery orders must be paid for with budget worktags; you cannot use a Procard for payment.

Order business cards or letterhead

If you need a digital version of your department letterhead, please contact Marketing & Communications at uwtmktg@uw.edu.

How do I order promotional items?

Anything that will include the UW Tacoma logo or name (other than printed materials such as brochures and postcards) needs to be ordered through a UW-licensed vendor. This is a vendor that has been pre-approved by the Trademarks Office to use UW branding. 

You can review the full list of vendors on the Trademarks & Licensing site. Please note that if you are planning on selling the items -- even as a fundraiser -- you will be required to pay a royalty fee.

Marketing & Communications can help you with creating artwork for licensed vendors. You can send us the specifications for what you are ordering and what you want to include.

How do I order name tags and door signs?

Currently, employee name tags and door signs can be ordered through Marketing & Communications by emailing uwtmktg@uw.edu. Name tags can also be ordered directly from the vendor.

How do I add the logo to my email signature?

Copy and paste this template (from name through logo) into the signature tool in your email program, then replace the generic information with your own. It is not necessary to include all contact information or to list the information in the exact order in the examples below.

The recommended font is Open Sans and can be downloaded from the Typography webpage if it’s not currently on your operating system, otherwise use Calibri, Arial or Verdana as a substitute font.

YOUR NAME (all caps, bold, font size 12pt, color gray)
Your title (font size 11pt, color gray)
Your department (font size 11pt, color gray)

Campus Box 000000 (font size 11pt, color gray)
1900 Commerce Street  Tacoma, WA 98402-3100 (font size 11pt, color gray)
000.000.0000  /  mobile 000.000.0000  /  fax 000.000.0000 (font size 11pt, color gray)
email@uw.edu  /  tacoma.uw.edu (font size 11pt, color gray)

UW Tacoma log for email signatures

Signature logo source URL: UWT logo for email

Example

Sample email signature

Text-only emails

If it’s necessary to default to text formatting for your email client rather than HTML, use Calibri, Arial or Verdana fonts for your email signature. The font for the body portion of your email should be the same as the chosen font for your signature.

It’s not possible to use the left-aligned University of Washington signature graphic at the end of your email signature with text formatting, so please use uppercase letters in spelling out UNIVERSITY OF WASHINGTON TACOMA at the end of your signature.

Keep the size of the font in your signature the same as what it is in the body of the email for Your Name and UNIVERSITY OF WASHINGTON TACOMA and reduce the font by 1 size for the middle section of your signature. Using bold font for Your Name and UNIVERSITY OF WASHINGTON TACOMA is optional.

Text format signature example:

Chris Smith
Director of Email Signatures
School of Messaging & Contacts

Campus Box 358432
1900 Commerce Street  Tacoma, WA. 98402-3100
253.692.4000 / cell 253.123.1234 / fax 253.123.1234
abcdefg@uw.edu / tacoma.uw.edu

UNIVERSITY OF WASHINGTON TACOMA

A reporter wants to interview me. What should I do?

If you are contacted by a reporter, please refer them to the Marketing & Communications Office at uwtnews@uw.edu.

If you are looking to attract media coverage for an event, announcement or activity, contact uwtnews@uw.edu. We can work with you to find the right contacts and provide advice on reaching out to the media.

We can also help with placing op-eds. If you are representing yourself as a UW employee, your editorial should be reviewed by MarCom before it is submitted.

What writing style does UW Tacoma follow?

The University of Washington Tacoma generally follows the Associated Press (AP) Style Guidelines, with some exceptions. Those exceptions and some of the more common style questions are detailed in our UW Tacoma style guide.

Email and newsletter support

UW Tacoma has access to several tools for sending emails to campus, students, alumni and supporters. Access to these tools is limited to ensure that 

Marketo & Jeto 

(Email communications for alumni and other external audiences)

Marketo and Jeto are systems for sending mass marketing emails (similar to Mail Chimp or Constant Contact). We use them for communications to alumni and other outside audiences. If you are interested in using these tools, please contact Brian Anderson at bca@uw.edu.

UWTLine

(Internal email communications)

UWTLine is an open platform for anyone to send a broadcast email message to faculty and staff. UWTline does not reach students, and faculty and staff are free to opt out of receiving messages at any time. Access and operations for UWTline is managed by Human Resources.

Grit List

(Email communications to current students)

The Grit List is a twice-a-week communication to current students. Anyone can submit information to be considered for inclusion. The Grit List is managed by Student Involvement.

AdminLine 

(Email communications to faculty, staff and current students)

AdminLine (also called Chancellor's Line), is an internal-only broadcast email system that can reach all faculty, staff and current students. Use is restricted to the discretion of the Chancellor and Vice Chancellors. Questions about Admin Line should be directed to Brian Anderson at bca@uw.edu.

Photography and video support

Marketing & Communications hosts a large library of campus photography that offices can use. While we have limited resources for assisting with photography or video work, we can connect you with other options.

If you are approached by outside organizations about filming or photography on campus, there is a formal approval process they need to complete.

Social media guidelines

Creating social media for your school or unit? UW Tacoma's Marketing & Communications team offers these guidelines and best practices. For advice on using social media, please contact our Communications team at uwtnews@uw.edu.