November 27, 2015
In July 2010, the YMCA has officially recognized and accepted what our families have called us for years, simply, the Y.
Along, with this came a change in the logo, the language and the direction the Y would take for the next generation. A more colorful, forward moving logo with a whimsical font replacing the steadfast, traditional and solid logo. The new logo according to the national office at YMCA of the USA,
“…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.”
Our previous logo along with the positioning statement of “We build strong kids, strong families and strong communities.”, embraced with the character values of caring, honesty, respect and responsibility unified our organization not only nationally but internationally. The red and black Y logo was one of the most prominent logos as it was being continually ranked as one of the most recognizable ones, after what I believe were McDonald’s and Coca Cola who were fighting for number one. Both toggled to play in the top position for years like the childhood game, “King of the Hill.”
I have always embraced change, I’ve always looked at it as change is the only constant in life. The Y logo over the years had taken on its own flavor in every community, whether it’s the large urban associations or the small independent one joining several small towns of middle America, the Y was there. The once traditional red triangle and black stylized letter Y in my opinion has weakened by becoming to homogenous in its delivery offerings, much like a franchise, each having the same product with the same look and feel as the next. Standardizing our message being, “We’re more than a gym. We’re a cause.”, speaks volumes about strengthening the foundations of community as a charitable organization. I do firmly believe, the Y needs to stay relevant to the communities they serve and not standardize the programs and services we do but standardizing the intentional language we all use is imperative to remain strong and relevant.
I applaud the national movement in capturing the right words to bring unity to the movement, however; changing the logo and offering choice of colors had taken away from the boldness of the previous logo. I am all for its representing the diverse communities served allowing individual YMCAs to use the all, some or one of the new logos and allowing the freedom to assign it in their association to the great work we do by. Some Ys use one color for administration and one for youth development, another for healthy living, one for social responsibility and the last for special events. Another association may assign each logo as one for letterheads, business cards, flyers or other terms of marketing collateral. Then there are some with what appears random mixing up of the logos to create their own style. It is to my understanding, the use of the logo along with the various positioning statements are to be used by guidelines set by YMCA of the USA with local associations formally adopting and implementing the new branding by signing an agreement to be fully integrated within a specific time period.
The YMCA internationally had not adopted the new Y logos, hence making the YMCAs in the United States of America appear to be disenfranchised from the remainder of the YMCA movement. Much like the international standards of measurement, the Metric System was adopted by every industrialized country but our very own. The Metric System became the international standard, despite the United States failing to adopt it. To be leader of such an enormous change without the support of your fellow international affiliates can leave you either the forward leader or the defiant rebel standing alone. The Y cannot afford to become the defiant rebel, but needs to be the leader in advocacy for continually evolving the movement and being the forward-thinking agent for change.
The next generation of YMCA professionals and community will not know of anything different unless they took time to review the Ys dynamic and opulent history. Ultimately, becoming this generations’ responsibility to share this treasured heritage and bestow and not let it become diluted or forgotten. As the Y continually evolves to present needs, the YMCA can and will always stand tall and proud with years of building community second to none and only to out perform itself. Its my hope the pillars of putting our bold, unwavering Christian principles into practice through programs building healthy spirit, mind and body for all doesn’t fade, but continue to grow vibrant and diverse as the new logos, as the need for YMCAs to be a part of strong and healthy growing communities.
Regardless of my sentiments and I may always remain a traditionalist, but I will always embrace change and share the Y story more than ever, as a new chapter is awaiting to be written…
...and who better to write it?
Along, with this came a change in the logo, the language and the direction the Y would take for the next generation. A more colorful, forward moving logo with a whimsical font replacing the steadfast, traditional and solid logo. The new logo according to the national office at YMCA of the USA,
“…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.”
Our previous logo along with the positioning statement of “We build strong kids, strong families and strong communities.”, embraced with the character values of caring, honesty, respect and responsibility unified our organization not only nationally but internationally. The red and black Y logo was one of the most prominent logos as it was being continually ranked as one of the most recognizable ones, after what I believe were McDonald’s and Coca Cola who were fighting for number one. Both toggled to play in the top position for years like the childhood game, “King of the Hill.”
I have always embraced change, I’ve always looked at it as change is the only constant in life. The Y logo over the years had taken on its own flavor in every community, whether it’s the large urban associations or the small independent one joining several small towns of middle America, the Y was there. The once traditional red triangle and black stylized letter Y in my opinion has weakened by becoming to homogenous in its delivery offerings, much like a franchise, each having the same product with the same look and feel as the next. Standardizing our message being, “We’re more than a gym. We’re a cause.”, speaks volumes about strengthening the foundations of community as a charitable organization. I do firmly believe, the Y needs to stay relevant to the communities they serve and not standardize the programs and services we do but standardizing the intentional language we all use is imperative to remain strong and relevant.
I applaud the national movement in capturing the right words to bring unity to the movement, however; changing the logo and offering choice of colors had taken away from the boldness of the previous logo. I am all for its representing the diverse communities served allowing individual YMCAs to use the all, some or one of the new logos and allowing the freedom to assign it in their association to the great work we do by. Some Ys use one color for administration and one for youth development, another for healthy living, one for social responsibility and the last for special events. Another association may assign each logo as one for letterheads, business cards, flyers or other terms of marketing collateral. Then there are some with what appears random mixing up of the logos to create their own style. It is to my understanding, the use of the logo along with the various positioning statements are to be used by guidelines set by YMCA of the USA with local associations formally adopting and implementing the new branding by signing an agreement to be fully integrated within a specific time period.
The YMCA internationally had not adopted the new Y logos, hence making the YMCAs in the United States of America appear to be disenfranchised from the remainder of the YMCA movement. Much like the international standards of measurement, the Metric System was adopted by every industrialized country but our very own. The Metric System became the international standard, despite the United States failing to adopt it. To be leader of such an enormous change without the support of your fellow international affiliates can leave you either the forward leader or the defiant rebel standing alone. The Y cannot afford to become the defiant rebel, but needs to be the leader in advocacy for continually evolving the movement and being the forward-thinking agent for change.
The next generation of YMCA professionals and community will not know of anything different unless they took time to review the Ys dynamic and opulent history. Ultimately, becoming this generations’ responsibility to share this treasured heritage and bestow and not let it become diluted or forgotten. As the Y continually evolves to present needs, the YMCA can and will always stand tall and proud with years of building community second to none and only to out perform itself. Its my hope the pillars of putting our bold, unwavering Christian principles into practice through programs building healthy spirit, mind and body for all doesn’t fade, but continue to grow vibrant and diverse as the new logos, as the need for YMCAs to be a part of strong and healthy growing communities.
Regardless of my sentiments and I may always remain a traditionalist, but I will always embrace change and share the Y story more than ever, as a new chapter is awaiting to be written…
...and who better to write it?
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