YMCA Unveils New Brand Strategy to Further Community Impact

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

Greater St. Louis area to benefit from YMCA’s focus on youth development, healthy living and social responsibility

ST. LOUIS, MO (July 12, 2010) – 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 today 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 YMCA of Greater St. Louis 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 Gary Schlansker, president & CEO of the YMCA of Greater St. Louis. “There are meaningful changes taking place within our association and at our branches – we are building momentum, and this strategy is getting everyone from our volunteers to our members and donors very excited about the future.”

This is the first time the Y has gone through a brand revitalization of this magnitude, and it is estimated that it will take up to five years to fully implement the brand strategy.

“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.”