UW Brand


Hardworking typography is a critical component to our identity. We’ve chosen typeface families that fuse universal functionality with an unmistakably bold presence, enhancing the strength of our brand more and more with consistent use.

We’ve unleashed our former band and converted it to a bar, allowing it to become an active platform for headlines and have a greater presence in layouts. Using the Encode Sans font, we’ve created a relationship between the typography treatment and the bar that allows type to feel bolder and gives the bar a more active role in layouts. Consistent use of these elements will give them the power they deserve.

Primary headlines

Encode Sans Normal 900 Black.
Headline example


Alternate headlines and subheads

Uni Sans Light and Regular.
Sub Headline example



Open Sans Normal.
Body Copy example



Creating our headlines

To avoid appearing like it is underlining portions of words, the bar should always end at the middle of a letterform. The length of the bar should be between 40-60 percent of the longest length of a line of text. As an option, the bar can bleed off the page.

To create the bar, use the X height of the letters (see below) to create a base measurement. Use two X heights for the space between the bottom of the headline and the top of the bar. Use one X height for the height of the bar. This is not a perfect solution for every instance, but will give you a starting point for building styled headlines.

The bar, like the Boundless Band, has an angle on the interior end that echos the 15-degree angle of the block W shape. The bar may be used in any of the brand colors.

The bar should always be used in conjunction with headlines, or other call out text (like pull-quotes, for example). It is not a stand alone graphic element.


Download the bar