Earlier this month, the YMCA, commonly referred to as “the Y”, underwent it’s first major rebranding campaign in more than 40 years. Developed in partnership with global strategic branding firm, Siegel+Gale, the rebrand was launched at a National Press Club event on July 12th. This new identity system is the culmination of more than two years of market analysis and research.
“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.” (Neil Nicoll, president and CEO, YMCA of the USA)
Replacing the recognizable red and black logo that’s been in place since 1967, the nonprofit feels this new, contemporary logo available in a variety of color options (including blue, green, orange, red and purple), better reflects the vibrancy of the Y and the diversity of the communities it serves. The new logo’s “bold, active and welcoming shape” is meant to be symbolic of the nonprofit’s commitment to personal and social progress.
“It’s going to better reflect the vibrancy of the organization and the diversity of the communities we serve.” (Louie Warren, president and CEO, YMCA of Greater Omaha)
Through this new branding strategy, the nonprofit hopes to extend it’s reach and influence into additional communities, nurturing the potential of youths, improving individuals’ health and providing support opportunities. The national resource office, YMCA of the USA, has already begun transitioning to the new brand with the YMCA’s national website following suit. The 2,600 Ys found across the nation are expected to make a full transition within five years. This recent rebrand is the seventh of its kind in the organization’s 160 year history.