Nonprofit group revises logo to reflect its new image

The image is as recognizable as the logos for Microsoft and Coca-Cola.
By SHERRI L. SHAULIS
VINDICATOR TRUMBULL STAFF
WARREN -- After changing the vision and mission statements of the nonprofit agency, leaders of United Way agencies across the country have also agreed to a new, sleeker image.
United Way agencies are using a modified logo, which was updated to create more brand-name recognition for the organization.
In a recent issue of Fortune magazine, the United Way logo -- a blue helping hand holding a red image of a person who is covered by a rainbow of red, orange and yellow -- was found to be one of the top 10 recognizable logos. Also included in the list were companies like Microsoft and Coca-Cola.
Logo makeover
But updating the logo will not change that identification, explained Chris Malanga, director of communications for the United Way of Trumbull County. Instead, it will make it easier for all United Way agencies to use the logo properly and to highlight the agency's change in focus. Rather than being known simply as a fund-raising agency for community programs and services, United Way now strives to work with available services in each community to have an impact on the people, their lives and the community as a whole.
The update includes making the words United Way more prominent in the logo, retaining the helping-hand symbol but making it sleeker, and utilizing a white border around the entire logo to help it stand out when used in promotional items.
Making the change
United Way agencies in the area are some of the first to use the new logo, explained Malanga, as the organizations in Trumbull and Mahoning counties were able to unveil the new logo at their recent annual report meetings.
A complete change-over for all materials to carry the new logo will still take time, however, Malanga pointed out.
"We have until the end of 2006 to completely change over," he said.
The mission of United Way is to improve people's lives by mobilizing the caring power of communities. Local agencies raise money in an annual fund-raiser and then allocate funding to health and human service agencies in the community.
For more information on United Way, check the Web site at www.unitedway.org.