# Brand guidelines

## Overview

The Grants.gov brand presents a unified and recognizable identity that influences how audiences understand and perceive Grants.gov.

Our brand guidelines are publicly available to help contributors maintain consistency across communication channels.

## Mission

Grants.gov exists to increase access to grants and improve the grants experience for everyone.

## Vision

Grants.gov is an extremely simple, accessible, and easy-to-use tool for posting, finding, sharing, and applying for federal financial assistance.

## Brand characters

We are:

* **Approachable**\
  We are responsive, warm, and open with our users and ourselves.
* **Trustworthy**\
  We are an indispensable, credible source of knowledge, information, and expertise.
* **Accessible**\
  We put our users first, ensuring our services are accessible to people with different abilities, contexts, needs, and resources.
* **Straightforward**\
  We prioritize efficient, streamlined interactions.
* **Innovative**\
  We are data-driven and always open to new ideas and research.
* **Purposeful**\
  We constantly seek new opportunities to bring value to our users and those we serve.

## Brand voice

* We are responsive, warm, and open
* We are transparent and audience-centered
* We get straight to the point
* We bring clarity to complex topics

## Change Log

Major updates to the content of this page will be added here.

<table><thead><tr><th>Date</th><th width="246">Update</th><th>Notes</th></tr></thead><tbody><tr><td>12/13/2024</td><td>Initial Content</td><td>Updated with Initial content</td></tr><tr><td>01/13/2025</td><td>Content updates</td><td>Logo, Grid &#x26; Comp, and Photos &#x26; Illustrations pages: Updated with new brand colors, larger images, and clearer written guidelines.</td></tr><tr><td></td><td></td><td></td></tr></tbody></table>