WASHINGTON, DC -- It’s official—the YMCA is now just called the Y. The YMCA of the USA announced its new brand strategy in an effort to modernize its image and draw attention to its core areas of focus, Y officials said today in a press conference.
“We are changing how we talk about ourselves so that people better understand the benefits of engaging with the Y,” Kate Coleman, senior vice president and chief marketing officer of YMCA of the USA, said in a statement. “We are simplifying how we describe the programs we offer so that it is immediately apparent that everything we do is designed to nurture the potential of children and teens, improve health and well-being, and support our neighbors and the larger community.”
As part of its rebranding process, the Y did a nationwide survey, called “The Y Community Snapshot.” It found that 66 percent of Americans say the current quality of life in their community is worse than it was a year ago. Survey participants were evenly divided in their outlook for the future. When asked what the future holds for quality of life in their community, 51 percent of those surveyed were optimistic about the future, while 49 percent were not.
The Y said it hopes to address such concerns by improving the nation’s health and well-being, building neighborhood community and social responsibility, and nurturing youth development.
“People are concerned about the problems facing their communities,” Neil Nicoll, president and CEO of YMCA of the USA, said in a statement. “Like the Y, they understand that lasting change will only come about if we work together to improve our health, strengthen our families and support our neighbors. Our hope is that more people will choose to engage with the Y.”
The Y also introduced a new logo design to replace the old logo that it has used since 1967.