YMCA, Siegel+Gale Provide Inside Look at National Brand Revitalization of 'the Y'

NEW YORK, July 13 /PRNewswire/ -- Global strategic branding firm Siegel+Gale, in partnership with YMCA of the USA (Y-USA), is offering details of the national brand revitalization of the YMCA. Y-USA, the national resource office of the nation's 2,687 YMCAs, has developed a new brand strategy and logo to further the nonprofit's community impact.  

(Logo: http://photos.prnewswire.com/prnh/20100120/NY40758LOGO)

(Logo: http://www.newscom.com/cgi-bin/prnh/20100120/NY40758LOGO)

Although the YMCA has almost universal name recognition and public goodwill, Y-USA's research revealed that few people understand what the nonprofit stands for and its scope of impact. Working with Siegel+Gale, Y-USA engaged YMCAs across the country to create a consistent, inspirational brand platform to elevate the YMCA's cause and areas of focus. Having launched the refreshed brand platform on July 12th, the Y is now poised to more powerfully articulate how it nurtures the potential of youth, improves health and fosters a sense of social responsibility.

"Our nation faces unprecedented challenges, and the Y believes lasting change will only occur if we invest in our children, health and neighbors," said Kate Markin Coleman, senior vice president, chief marketing officer, Y-USA. "The Y has long been a leading nonprofit for strengthening community through youth development, healthy living and social responsibility. Through our new brand platform, we will more broadly make known what we do and our impact—so more people can benefit from what we offer."

The joint revitalization effort began with an extensive qualitative and quantitative market research initiative—the insights of which led to the development of a refreshed brand platform, brand architecture and nomenclature system. Designers created a new visual identity that is bold, active and welcoming—representing the Y's commitment to social progress. The logo, which also has been refreshed to reflect that the public refers to the national brand as "the Y," is set in a variety of color combinations to symbolize the diversity and vibrancy inherent in the organization and its communities.  

"The Y is a part of the fabric of our communities and our nation's history," said Alan Siegel, founder and chairman of Siegel+Gale. "We're honored by the opportunity to partner with Y-USA to shine a light on the positive impact that the Y has on our communities—and the people in them—every day."

The revitalization will roll out in more than 10,000 communities across America.

About Siegel+Gale

Siegel+Gale (www.siegelgale.com) is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, identity design, simplification, research and analytics, and digital strategy.

Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for brands such as Aetna, American Express, Bank of America, China Youth Development Foundation, Dell, Dow Chemical Company, The Four Seasons Hotels and Resorts, The Internal Revenue Service, The King Abdullah University of Science and Technology, Microsoft, Motorola, Pfizer, SAP, Sony PlayStation, Yahoo! and the YMCA.

Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world as a member of the Omnicom Group of companies (www.omnicomgroup.com).

About YMCA of the USA

YMCA of the USA is the national resource office for the Y, the nation's leading nonprofit 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. ymca.net

SOURCE Siegel+Gale