New Branding Strategy for the Y.M.C.A.

The family and I continue to get settled in since our move to Southern California. In addition to pursing the vision of Baller Athletics, I have taken a job with the YMCA in Highland, CA.

While beginning an orientation in my new work environment, I was introduced to a new branding strategy for the Y.M.C.A on a national level. The Y.M.C.A, one of the most iconic nonprofit organizations, founded in 1844 in England as the Young Men’s Christian Association, will now be branded as “the Y.”

The new brand strategy, the result of more than two years of analysis and research (that cost $16.4 million), is described as having a 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.

The rationale for “the Y” is to align with how people most commonly refer to the organization. The national resource office, YMCA of the USA, has already begun the transition to the new brand. Y’s across the country will transition fully within five years.

The following is a press release from the Y national website on the logo 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.

An additional element in the new branding strategy is a free Y Finder iPhone App. The app is a simple tool to locate and find contact information for your local Y.

What is your reaction to the logo change? Is the change a familiar trend in the organizations move away from its distinct Christian roots? Or is the change a better fit for the organization to be more inclusive to the community it serves beyond the roots of young Christian men?

I personally think its a little of both.