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.
The new brand strategy – the result of more than two years of analysis and research – was introduced yesterday at a National Press Club event 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 Metropolitan Milwaukee is truly excited about the new brand strategy and the opportunity to engage more people in the areas of youth development, healthy living and social responsibility,” said Bob Yamachika, President and CEO, YMCA of Metropolitan Milwaukee.
“There are many exciting changes taking place at the Y – we are building momentum, and this strategy is getting everyone from our volunteers to our members and donors very excited.”
“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
“The Y is a uniquely positioned nonprofit. We have the capability to work with people of all ages, young and old, from all walks of life, to help people realize life-long change and self-sufficiency,” said Gail Lione, President of the Harley-Davidson Foundation and chairperson of the executive board for the YMCA of Metropolitan Milwaukee.
“As a result, we want to help our communities learn more about our work so we can continue to help kids reach their potential, help families and individuals achieve better health, and encourage everyone to get involved in making their community a better place.”
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.