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.
About Metro United Way
For more than 100 years, Metro United Way has been improving lives and our community, which includes Jefferson, Bullitt, Oldham, and Shelby counties in Kentucky and Clark, Floyd, and Harrison counties in Indiana. We are uniquely positioned to harness the power of donors, volunteers, thought leaders, experts, other nonprofits, and government at all levels to ensure positive, sustainable change for every person in our seven-county region. Now more than ever, we are focused on three priorities: thriving kids, strong households, and an equitable community. For more information about Metro United Way, visit www.metrounitedway.org or call 502.583.2821.
About United Way Worldwide
United Way mobilizes communities to action so all can thrive. True to our founding spirit, whenever there is a need in our communities, United Way is there. We bring a comprehensive approach to every challenge, actively listening and responding to local needs. Our reach across tens of thousands of communities means we can share innovations and scale impact to improve lives around the world. From strengthening local resilience to advancing health, youth opportunity, and financial security, we’re working towards a future where every person in every community can reach their full potential. To learn more, visit www.unitedway.org.