Y-USA, the national resource office of the nation’s 2,687 YMCAs, has developed a new brand strategy and logo to further the nonprofit’s community impact.
Although the YMCA has almost universal name recognition and public goodwill, Y-USA’s research revealed that few people understand what the nonprofit stands for and its scope of impact. Having launched the refreshed brand platform on July 12th, the Y is now poised to more powerfully articulate how it nurtures the potential of youth, improves health and fosters a sense of social responsibility.
“Our nation faces unprecedented challenges, and the Y believes lasting change will only occur if we invest in our children, health and neighbors,” said Kate Markin Coleman, senior vice president, chief marketing officer, Y-USA.
“The Y has long been a leading nonprofit for strengthening community through youth development, healthy living and social responsibility. Through our new brand platform, we will more broadly make known what we do and our impact—so more people can benefit from what we offer.”
The logo, which also has been refreshed to reflect that the public refers to the national brand as “the Y,” is set in a variety of color combinations to symbolize the diversity and vibrancy inherent in the organization and its communities.
“The Y is a part of the fabric of our communities and our nation’s history,” said Alan Siegel, founder and chairman of Siegel+Gale. “We’re honored by the opportunity to partner with Y-USA to shine a light on the positive impact that the Y has on our communities—and the people in them—every day.”
The revitalization will roll out in more than 10,000 communities across America.