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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

Dark green graphic with "Brand Guidelines" in gold text on the left, and a stylized illustration of a sports play with arrows, circles, and Xs over a soccer field layout on the right. "Visit Seattle" appears at the bottom.

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.

Abstract teal background with vertical wavy lines and a few short horizontal bars, creating a modern, minimalist pattern. The lower part of the image is mostly empty.

Access the Community Brand Playbook

  1. Complete the form below to access the playbook. Note that you must accept the terms of use to complete your submission.
  2. 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.
  3. 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.
  4. Use these assets as necessary and get ready to welcome the world!

More Playbooks

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Let’s Play SEA 26 Hospitality Playbook

Visit Seattle

The Seattle Hospitality Playbook is a practical guide designed to help local businesses confidently welcome global visitors during the 2026 FIFA World Cup™. It offers cultural insights and service guidance, to support great guest experiences and leave a lasting impression of Seattle.

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2026 FIFA World Cup Watch Party Playbook

The 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.

Logo with a blue and green Seattle skyline silhouette, including the Space Needle, and the text "seattle metro chamber" in white at the bottom.

Small Business Megaevent Playbook

The Seattle Metropolitan Chamber of Commerce

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.

Brand Guidelines FAQ

Have Questions? Start with our Frequently Asked Questions.
Still need help? Connect with our World Cup Activation Lead, Jorge Gotuzzo.

View the SEA 26 Community FAQs

 

 

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