A Brand New Day: The YMCA Unveils New Brand Strategy To Further Community Impact

Frankfort to benefit from Frankfort YMCA’s focus on youth development, healthy living and social responsibility

Special to Capital Living

For the first time in 43 years, YMCA of the USA has unveiled a new brand strategy to increase understanding of the impact that YMCAs make in communities across the country. The YMCA has the unique capacity to address many of the challenges facing the nation today. Through its new brand strategy and framework, the nonprofit will extend its reach into communities to nurture the potential of youth and teens, improve the nation’s health and well-being and provide opportunities to support neighbors.

 

The new brand strategy – the result of more than two years of analysis and research – was introduced on July 12, 2010 at a National Press Club event that included leaders from the philanthropic and nonprofit communities. As part of the event, the YMCA unveiled a new, 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. In another major change, the nonprofit will be called “the Y” to align with how people most commonly refer to the organization.

 

“The Frankfort YMCA is truly excited about the new brand strategy and the opportunity to engage more people in the areas of healthy living, social responsibility and youth development,” said Dave Steele, CEO of the Frankfort YMCA. “There are many exciting changes taking place at the Frankfort Y – we are building momentum and this strategy is getting everyone from our volunteers to our members and donors very excited.”

 

Ys across the country will fully transition to the new brand within five years. Locally, the Frankfort Y is committed to making our visual transition complete by December 2011.

 

“This is a very important, exciting time for the Y,” said Neil Nicoll, president and CEO of YMCA of the USA. “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.”

 

Today, across the United States, Ys are making a difference in three key areas of focus:

·         Youth Development: Nurturing the potential of every child and teen

·         Healthy Living: Improving the nation’s health and well-being

·         Social Responsibility: Giving back and providing support to our neighbors

 

“In Frankfort, we are focusing on the critical need for increased physical activity for our local children,” said Steele. “The Y’s Pioneering Healthy Communities initiative will help children in our community reverse the trend of childhood obesity by the year 2015 by encouraging and facilitating more physical movement and health education in kindergarten through 5^th grades.”

 

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.

the Y

The Y is one of the nation’s leading nonprofits strengthening communities through youth development, healthy living and social responsibility. Across the U.S., 2,687 Ys engage 21 million men, women and children – regardless of age, income or background – to nurture the potential of children and teens, improve the nation’s health and well-being and provide opportunities to give back and support neighbors. Anchored in more than 10,000 communities, the Y has the long-standing relationships and physical presence not just to promise, but to deliver, lasting personal and social change.