United Way is rolling out a new look and a new message to underscore its ongoing commitment to transforming lives.
Angela F. Williams, President & CEO of United Way Worldwide, called the global brand refresh, formally unveiled this fall after robust research, “a significant milestone” in the organization’s history of impact.
“It signifies our organization’s longstanding journey, while also embodying our transformative approach to remain relevant, sustainable and impactful now and in the future,” Williams said.
UWSCMI Director of Marketing & Communication Tammy Mills said the refresh involves a revised logo, new fonts, a new theme and a new, expanded color palette. But the effort does much more than that.
“Even a well-known brand like United Way needs to reintroduce itself now and then—who we are and what we stand for. A refresh is a great way to do that,” said Mills. “It resets the stage by reminding our community of the important work we do.”
As part of the refresh, United Way debuted a new theme: “United is the Way™.”
“It’s a strong statement of purpose,” Mills explained. “It invites all people and communities to take action and make a bigger impact, together.”
According to Mills, UWSCMI will roll out the new branding elements over time. Our website, unitedforscmi.org, is updated already, with a full reworking planned in the future. Some materials, such as social media channels and other marketing elements, will be updated by the end of this year. Other items—signs, stationery, campaign materials, etc.—will see revisions in the months ahead as existing inventory is used up. UWSCMI will be working with its community partners to provide brand elements and guidelines for proper use.
Mills said she hopes the brand refresh will make United Way’s message stand out, spurring more awareness and greater engagement.
“It’s a great opportunity for us to reinforce what United Way stands for, how it’s different, and why getting involved matters,” said Mills.
