Understanding the Seattle Children’s Brand

Here is a quick snapshot of the basic elements of the Seattle Children’s brand. Click on the links to find out more.

  1. Use the Seattle Children’s logo correctly. NEVER use the “whalemark” by itself.
  2. Use Gotham font (Arial is acceptable only if Gotham is not available).
  3. Use only colors from the Seattle Children’s brand palette.
  4. Use rounded corners according to the guidelines for all photos and “chiclet” color blocks.
  5. No color “bleeds,” that is, do not use color that continues to the edge of the paper.
  6. Copy blocks should be “flush left.” That is, all blocks of type should be flat on the left side and break naturally (ragged) on the right side.
  7. Copy block format – the first line of copy does not indent, subsequent first lines of paragraphs do indent. There are no spaces between paragraphs, only between sections. (There may be some exceptions to this rule to allow for space, clarity or medium).

This overview of our identity design elements offers samples from our printed materials and publications. View all of the Graphic Guidelines and Standards for more ways to ensure that your printed materials clearly communicate the unique brand vocabulary and visual identity of Seattle Children’s.

Sample 1: Save the Date Mailer back to top


Sample 2: Connection Magazine back to top