Seattle’s new Community Brand is all about showcasing the spirit of our city during the World Cup and beyond!
Built in collaboration with local partners, it celebrates our culture, creativity, and global connection.
About the Brand Playbook
What is it?
The community brand is the shared visual and messaging identity that represents Seattle as a unified, welcoming, and authentic destination before and during the FIFA World Cup 26™. It’s designed for partners, businesses, and organizations to use when promoting the city—and their own presence within it—in a consistent and aligned way.
What does it contain?
- Logo and lockups that reflect Seattle’s personality.
- Color palette and typography for a cohesive look.
- Messaging guidelines that capture the tone and spirit of the community.
- Assets and templates for social media, print, and digital use.
Access the Community Brand Playbook
- Complete the form below to access the playbook. Note that you must accept the terms of use to complete your submission.
- Check your email for the link to access the Brand Guidelines Playbook. You may download the file or view it in your browser. This playbook will provide guidance on how to make the community brand come to life.
- Download the Brand Toolkit. Click “Download the Brand Toolkit” on the first or last slide of the playbook. This will give you access to a toolkit folder containing downloadable files including logos, brand patterns, and templates for print, digital, and social use.
- Use these assets as necessary and get ready to welcome the world!
Community Brand FAQ
What is the Community Brand?
The Community Brand is a shared identity created to unite local organizations, businesses, and residents under a common visual and messaging framework. It celebrates our region’s values, culture, and spirit—especially as we welcome the world during the largest soccer tournament ever.
What’s the goal of the Community Brand?
The goal of the Community Brand is to create a unified identity that strengthens pride in our region, increases visibility locally and globally, and supports economic and cultural vitality through consistent storytelling and design. This brand helps residents, businesses, and visitors connect with Seattle in a meaningful way.
Who can use the Community Brand?
Any member of the community—businesses, nonprofits, government agencies, and individuals—is welcome to use the brand assets. Use is permitted as long as it aligns with the brand’s values and follows the official brand guidelines and terms of use, which outline proper application, attribution, and limitations to ensure consistency and respect for the brand.
Is there a cost to use the brand?
No, the brand is free to use for community members. It’s a shared resource meant to amplify local pride and visibility during the tournament.
What assets are available?
The brand toolkit includes logos, color palettes, typography, templates, messaging, and pattern guidelines. These are available for download via our asset portal.
How do I access the brand assets?
You can access the assets by filling out a short form on our website. Once submitted, you’ll receive a link to download the full toolkit.
Are there rules for using the brand?
Yes. We ask users to follow the brand guidelines to ensure consistency and respect for the Let’s Play SEA 26 brand identity.
Can I customize the brand for my organization?
Yes—with care. You’re encouraged to adapt messaging and visuals to fit your audience, but the core elements (like logo lockups, color palette, font, and patterns) should remain consistent.
Can I co-brand materials or experiences with this community brand?
Yes! Co-branding is strongly encouraged as it helps amplify the impact of our programs and creates a unified experience for attendees. By incorporating both your brand and the community brand, we can showcase collaboration and strengthen the message of community and hospitality.
Can I share the brand with others?
Absolutely! We encourage you to spread the word and invite others to use the brand—just make sure they fill out the online form first.
Can I create merchandise with this brand?
No, merchandise cannot be produced independently due to the brand’s terms of use. All branded merchandise must go through Visit Seattle’s approved vendor to ensure consistency, quality, and compliance with brand guidelines. If you’re interested in creating items, we’ll help coordinate with the vendor to explore options that align with your goals.
How can I get help with using the brand?
We offer support via email. You can also reach out with questions or request a one-on-one consultation:
Jorge Gotuzzo – World Cup Activation Lead
[email protected]
Tony Teske – Associate Creative Director
[email protected]
Book with Purpose
Visit Seattle is proud to partner with Crewfare to welcome fans from around the world this summer. Crewfare’s community-focused platform makes it easy and affordable to book your stay—while also giving back. A portion of each booking supports local initiatives that strengthen our downtown neighborhoods, helping create a lasting impact beyond the tournament.
More Playbooks
2026 FIFA World Cup Watch Party Playbook, Seattle Sports Commission
Seattle will host six World Cup matches between June 11 – July 19, 2026. Learn how to host your own World Cup-related event – there are several ways to host your event or watch party depending on the size, location, and scope of your activity.
Coming Soon: Small Business Megaevent Playbook
This playbook offers guidance on business readiness, shares real-world case studies and outlines strategies to help small businesses tap into 2026 FIFA World Cup economic opportunities—and thrive beyond the event.
Did you know?
In Seattle, sustainability is not just a trend, it is woven into the city’s identity. From mandated composting to garbage trucks that run on biodiesel, Seattle consistently ranks as one of the most sustainable cities in the country.
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