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A Brand New Day: YMCA Unveils New Brand Strategy to Further Community Impact

For the first time in 43 years, YMCA of the USA has unveiled a new brand strategy to increase understanding of the impact that YMCAs make in communities across the country. The YMCA has the unique capacity to address many of the challenges facing the nation today. Through its new brand strategy and framework, the nonprofit will extend its reach into communities to nurture the potential of youth and teens, improve the nation’s health and well-being and provide opportunities to support neighbors.

While the new brand strategy includes some important changes, the official name of the YMCA and its mission – to put Christian principles into practice that build healthy spirit, mind and body for all – remain in tact.

The new brand strategy – the result of more than two years of analysis and research – was introduced at a National Press Club event in July that included leaders from the philanthropic and nonprofit communities. As part of the event, the YMCA unveiled a new, more forward-looking logo that reflects the vibrancy and diversity of the organization, and a framework that focuses resources on three core areas: youth development, healthy living and social responsibility. In another major change, the nonprofit will be called “the Y” to align with how people most commonly refer to the organization.

“The YMCA of Central Kentucky is truly excited about the new brand strategy and the opportunity to engage more people in the areas of healthy living, social responsibility and youth development,” said Gail Glasser, President/CEO of the YMCA of Central Kentucky. “There are many exciting changes taking place at our Ys – we are building momentum, and this strategy is getting everyone from our volunteers to our members and donors very excited.”

Local Y facilities have already begun utilizing the new logo and will replace the old logo presence systematically through the end of the year and into 2011. Ys across the country will fully transition to the new brand within five years.

“This is a very important, exciting time for the Y,” said Neil Nicoll, president and CEO of YMCA of the USA. “For 160 years, we’ve focused on changing lives for the better. Our commitment to building greater awareness for the important work we do will enable us to expand our efforts and further strengthen communities across the country.”

Today, across the United States, Ys are making a difference in three key areas of focus:

Youth Development: Nurturing the potential of every child and teen
Healthy Living: Improving the nation’s health and well-being
Social Responsibility: Giving back and providing support to our neighbors

“By defining everything we do through these three areas of focus, we are strengthening our message to the community,” said Christie Hockensmith, Metro Board Chair of the YMCA of Central Kentucky. “We hope to make everyone aware of the Y’s unique capacity and commitment to strengthen the foundations of our community. We want more people to be able to take advantage of the opportunities the Y provides for positive personal and social change.”

The Y’s former logo had been in place since 1967 and was the organization’s sixth since its inception. The refreshed logo, with its multiple color options and new, contemporary look, better reflects the vibrancy of the Y and the diversity of the communities it serves. The new logo’s bold, active and welcoming shape symbolizes the Y’s commitment to personal and social progress.

Our Mission: To put Christian principles into practice through programs that build healthy spirit, mind and body for all.