|United Way of America is a non-profit organization that works with the 1,303 local United Way offices throughout the United States in a coalition of charitable organizations to pool efforts in fundraising and support. The focus of United Way is on identifying and resolving pressing community issues, as well as making measurable changes in the communities through partnerships with schools, government agencies, businesses, organized labor, financial institutions etc. Hence the origin of the name United Way. The organization has roots in Denver, Colorado, all the way back from 1887.|
- the rainbow of hope,
- the hand of support and
- the person as a symbol of humanity -
These elements are helpful in communicating important United Way brand characteristics - caring, inspiring, trustworthy and approachable.