YMCA Adopts New Brand Strategy- Branding Y

For the first time in nearly half a century (43 years), YMCA of the USA is adopting a new branding strategy; which includes a change from the traditional logo as well.From now on, the more than 2600 YMCAs in the United States; will consistently be branded as “the Y.”

Earlier research performed by the YMCA, provided disturbing and eye-opening results. "Nearly 100 percent of Americans recognized the YMCA name, but very few understood what it stood for."

The Y's new marketing/branding strategy, is designed to increase awareness and understanding of the impact; the organization makes in their communities. As well, the organization intends to offer more programs/services, to more people; in the following three (3) areas: Youth Development, Healthy Living and Social Responsibility.

The new branding strategy, will simplify how the Y is able to communicate the programs and services; they continue to offer clients. The organization's new message is focused and clear: Every program/service offered by the Y, is designed to nurture the potential of children/teens, improve health and well-being, and motivate people to support their neighbors; and their community.