The New Brand

On July 12th 2010 the YMCA of the USA announced that they would be releasing a new brand strategy. From this point forward the United States based YMCA organization would be known simply as “the Y”. Straying from the rigidity and narrowness of the old brand, the new logo and outlook pairs fresh and more vibrant colors with a new organization of programs falling under the categories of Youth Development, Healthy Living and Social Responsibility. The rebranding process intends to embrace the language used by the community in referring to the organization as “the Y” and provides a great opportunity to illustrate a better understanding of the mission: to put Christian principles into practice through programs that build healthy spirit, mind and body for all.

In a two-year study conducted by the global strategic branding firm Siegel+Gale the results indicated a significant gap in the community understanding of what the Y is really all about. According to a survey conducted in 2006 by Business Week (an international business and news source), the existing black and red logo was among the most recognized in the world but despite the worldwide recognition few showed a true understanding of the depth of the organization. The community impact of the Y is being lost and this rebranding process will give the Y of USA a chance to tell their true story. As put best by Y of USA in a recent press release, “Most of us were inspired to work for the Y because we are committed to a higher cause. Unfortunately, most people outside our organization have no idea what our cause is…Our new brand platform allows us to tell our story more consistently and inspirationally putting us on equal footing with other national organizations we admire.”

The rejuvenated logo is bold, active and welcoming and the color palette will help better reflect the vibrancy and diversity of the communities served and activities provided. The refreshed logo, with its multiple color options and new, contemporary look better reflects the diversity of the Y movement. In addition, the new logo gives the Y a chance to clarify their message to those who do not clearly understand what we are all about, and at the same time is a symbol of the Y’s commitment to personal and social progress.

In an e-mail interview, Dr. Rolf Wulfsberg a leader in the research team for the rebranding strategy for the Y of USA said “we were acutely aware of the recognition factor of the Y logo. At the same time, our research indicated that the overwhelming association of what the Y is and does is vastly different from what the Y really is and does. The organization needed a way to signal to the public that they’re not just a provider of swimming and fitness, but the leading non-profit committed to strengthening community through youth development, healthy living and social responsibility. A logo change – particularly to a logo so well recognized – is one way to challenge misperceptions and get the public to re-examine the benefits of the Y”.

After more than two years of research, the results have shown that this rebranding process has the potential to be a really positive change for the Y. According to the findings the new branding strategy has the opportunity to increase new membership by 810,000 units and increase the number of new organization donors by 773,000 individuals. Not only do these numbers indicate a growth in success of the organization as whole, but more importantly they show that there are many members of the community that feel that the old brand does not appropriately address their needs and individuality. With the fresh look and clearer understanding of the mission and principles of the Y, the Y of USA will be able to more effectively reach and serve our communities.

What many do not yet understand is that the new brand strategy of the Y is not only about reinventing the public image of how the Y is seen by the community but it is also a reorganization of how individuals will understand the programs provided. Youth development is centered on the commitment to nurturing the potential of every child and teen. The Y believes that all kids deserve the opportunity to discover who they are and what they can achieve. Under the category of healthy living is a rededication to improving the nation’s health and well-being in communities across the United States. With a mission centered on balance, the Y brings families closer together, encourages good health and fosters connections through fitness, sports, fun and shared interests. Social responsibility describes the giving back and providing support to neighbors. Through the Y, 500,000 volunteers and thousands of donors, leaders and partners across the country are empowering millions of people in the U.S. and around the world to be healthy, confident, connected and secure.

The world is always changing and can be an unpredictable place, but to resist this change is to be left behind. The Y of USA is taking steps to recognize these changes and grow with their communities. No matter what challenges they may face, one fact remains certain – the Y is, and always will be, dedicated to building healthy, confident, connected and secure children, adults, families and communities.