The YMCA: Rebranding Out of Focus

A YMCA, which I experienced visiting, for the first time in New York City in 1984, has always been a cool place to exercise, swim and play basketball.  Since then, I've visited my share of YMCA facilities and the focus has always been on the people that come in day in and day out and the relationships that people established with one another.

So, while reading that the YMCA is 'rebranding' itself is somewhat of a surprise to me.  With a name change to simply "The Y", which many people have been calling it for years, and to focus on "Youth Development, Healthy Living  & Social Responsibility".

Since I'm in the business of "branding" it's odd for me to see a company, that has been called "The Y" and whose current mission is to help people live better, healthier lives attempt to circle the wagons and market itself as something that it already stands for and already does.

While it may seem easy to make changes on paper, the true cost of branding is very expensive: new printed materials have to be created, new t-shirts and apparel created, signage outside and inside the buildings, and updating of websites with new logos, information, etc..

Kate Coleman, senior vice president and chief marketing officer of YMCA of the USA, said the rebranding is aimed at simplifying the Y's focus.

“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,” she said in a prepared statement.

The new logo is a stylized letter Y with a chevron and orange triangle, and small letters YMCA along the bottom.

“The new logo's bold, active and welcoming shape symbolizes the Y's commitment to personal and social progress,” the organization said. The Y's former logo had been in place since 1967 and was the organization's sixth since its inception.

Richard D. Palmer, executive director of the Montachusett Regional YMCA in Fitchburg, said the name and logo change will help simplify the organization's marketing.

I'm glad the folks that are part of the rebranding are optimistic, and I wouldn't expect otherwise, but I don't think many visitors or members are going to care about the new signage or the changed logo whn they walk into the Greendale "Y" or any other "Y" in the United States.  Maybe it's time for them to get a big name celebrity to pitch the changes? (Don't do it.  Those times are long gone and the "Y" can better spend its money. I know this.)