Exclusive: Ronald McDonald House Charities rebranding in push to double families served

Driving the news: On Tuesday, the organization will announce a new unified brand as "Ronald McDonald House," with a refreshed logo of a red house and a white hand-drawn heart.

• The name and logo will start rolling out to chapters in October, with an aim to fully migrate worldwide by the end of 2027.
• The launch will be supported with a multimedia campaign featuring TV and radio spots and content from celebrity influencers, per Joanna Sabato, the charity's global chief marketing and communications officer.

By the numbers: Ronald McDonald House has more than 250 chapters in 62 countries, offering out-of-hospital housing and in-hospital family rooms, among other services.

• Right now, the organization is meeting about 35% of the demand for its services, and "that demand is only going to grow," Katie Fitzgerald, CEO of Ronald McDonald House, told Axios.

Flashback: The organization started in 1974 with the first house in Philadelphia.

• It now provides more 1,000 different programs, saving families hundreds of millions of dollars in expenses.
• Support via McDonald's Corp. accounts for about 25% of overall system revenue, per Fitzgerald.
• "While we have always enjoyed a multiplicity of support, we need to tell the story better, so more people can be a part of this," she said.

What to watch: Programs in Italy and Canada will be the first to fully take up the rebrand, along with select U.S. chapters.

Editor's note: This story has been updated with additional details.