United Way Changing Logo

United Way Changing Logo
After 30 years, United Way's "helping hand" brandmark is being updated to reflect the organization's new vision for its philanthropic work.

The new logo will be phased in over the next year at all 1,400 United Ways nationwide.

In Rhode Island, the new logo will be officially used for the first time in United Way of Rhode Island's (UWRI) annual report to be published in July.

According to UWRI Marketing Director Jan Mariani, while the familiar "helping hand with the rainbow of hope and the person as a symbol of humanity" are not being replaced, they're now joined with the words "United Way" in an enclosed box.

"The updated design visually illustrates the connection between our name and our work," she said. United Ways across the country are moving towards a community impact approach where fundraising is but one strategy to bring about real, measurable and lasting change in the lives of people in need.

Legendary graphic designer Saul Bass created the original "helping hand" logo in 1973. The logo contributed to United Way becoming one of the most highly recognized and regarded brands in the world. In fact, recent research conducted by Interbrand, a global brand research firm, found that the United Way brandmark ranks in the top ten of the worlds' most recognized brands.