Louisville, Ky. (June 2, 2025) — Today, Metro United Way joins United Way Worldwide to announce a refreshed brand to reflect the organization’s reach and impact in communities as one of the world’s largest and oldest privately funded charities that helps over 48 million people annually, including tens of thousands in the Greater Louisville region.
United Way’s global brand refresh effort comes at a time when data reveal a decline in the proportion of Americans who volunteer or contribute to nonprofit organizations. Through this renewed strategy, United Way aims to spur greater engagement and action among the public and reinforce what United Way stands for, how it’s different, and why audiences should be engaged with the work of United Way globally, and locally through Metro United Way.
Underpinning the revitalized brand, Metro United Way’s priorities remain focused on thriving kids, strong households, and an equitable community, highlighting the nonprofit’s expertise and unwavering commitment to change at a systems level.
“The brand refresh is a significant milestone in our organization’s 108-year history and represents our commitment to evolve and innovate in order to meet the changing needs of our community” said Adria Johnson, president and CEO of Metro United Way. “It signifies our organization’s longstanding journey, while also embodying our transformative approach to remain relevant, sustainable, and impactful—now and in the future.”
Additionally, the United Way network is rolling out a new brand tagline, “United is the Way™.” By activating the United Way name into a declarative statement of purpose, “United is the Way” invites all people and communities to take action and make a bigger impact, together.
The brand refresh also includes a revitalized visual identity, in which the iconic circle of hope logo has been unboxed to signify the dynamic nature of the global organization, which – through its deep roots in tens of thousands of communities around the world – listens and responds in real-time to changing, pressing needs.
Metro United Way’s updated brand will be rolled out in June across all communication channels, including a refreshed website. Its historic office building on the corner of East Broadway and Preston Street will also reflect the revitalization. The organization is confident the brand refresh will resonate with its diverse audience and inspire increased engagement and support of our community.
