The Unity Loop Partnership from Gensler's Perspective

Written by Jayne Loo

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The World Cup may have only been in Seattle for a few weeks, but its impact will continue for years to come. Seattle is one of the few host cities with dedicated legacy efforts focused on extending the social and economic momentum generated by the tournament. The Seattle FIFA World Cup 26™ Local Organizing Committee launched the Unity Loop, a 4.25-mile route designed to connect neighborhoods, promote local businesses, and encourage exploration beyond the stadium. The committee spent over a year working directly with neighborhood leaders to select 168 stops across 10 downtown neighborhoods and commission 29 local artists to create unique art installations along the route. The local organizing committee partnered with Gensler, a global architecture and design firm, to develop the branding and visual identity of the Unity Loop.

For Gensler, the Unity Loop exemplifies how design can unite diverse individuals around a shared idea. The team worked to develop a brand that seamlessly connects downtown Seattle while highlighting the unique attractions each neighborhood has to offer. Playfulness and curiosity are key themes in the Loop's brand, reflected in subtle details from typography to color choice. Gensler Design Director Krista Reeder described the tagline, "Get in the Loop," as joyful and positive, designed to spark curiosity and inclusivity. The looping line—a continuous line that loops, creating movement and continuity—is used throughout the brand, including in the logo, which forms both a U and an L. This cohesive visual language represents the connection between the cultures and communities that make up Seattle, while encouraging individuals to explore the map.

Accessibility and inclusivity are at the forefront of the Unity Loop. Consistent input and feedback from groups, including Business Improvement Areas, community leaders, and cultural institutions, were woven into the map. Ahead of the World Cup, SeattleFWC26 and Gensler hosted a community outreach event with over 70 local business owners and civic leaders to officially launch the Unity Loop marketing campaign. As part of the marketing strategy, an open-source brand toolkit was developed for businesses and organizations with limited budgets. Scalability is a key feature of the Unity Loop's success: low barriers to participation increase accessibility, welcoming small businesses, nonprofits, and cultural institutions to take part in the initiative. With the free toolkit, participation becomes as easy as printing a poster and hanging it in a storefront. The toolkit, available on the SeattleFWC26 website, includes graphics such as poster designs, postcard prints, and a stencil guide.

Design elements on the Unity Loop map encourage visitors from around the world to explore Seattle. "Welcome" is displayed in 11 different languages, including four non-English official languages of teams that played matches in Seattle. The map is also designed to be intuitive, with images of Seattle landmarks scattered throughout to help non-English speakers engage. Looping lines are woven throughout the design, and typography stays consistent with marketing materials, reinforcing brand recognition and trust with audiences. The map also highlights other SeattleFWC26 legacy projects, including the SEA&WIN app and Sea Beacons, which aim to broaden the benefits of hosting the FIFA World Cup. Small details, including a QR code linking to AccessMap and the inclusion of original Indigenous names for bodies of water, reflect deliberate design choices that promote inclusivity and celebrate the diversity of its communities.

The Unity Loop is part of the broader SeattleFWC26 Legacy Project and reflects Seattle's commitment to creating a meaningful, lasting World Cup impact. Seattle distinguished itself by investing in a legacy division, ensuring the benefits of the tournament extend for years to come. As Gensler Studio Director Jennifer Hamilton put it, "The Unity Loop is meant to live on for years." Through extensive community engagement, partnerships with local organizations, and Gensler's design strategy, the Unity Loop takes the opportunity of the World Cup and transforms it into long-term civic impact. While the tournament has wrapped up in Seattle, the World Cup lives on through legacy projects. By empowering neighborhoods to expand their reach and encouraging visitors to explore beyond fan zones, the Unity Loop has begun to make lasting local progress in Seattle.