Boston: Non-profit organisation YMCA,
short for Young Men`s Christian Association, is dropping the
last three letters from the acronym and will now be known as
just `the Y`.
The 166-year-old organisation is implementing a major
rebranding strategy "to increase understanding of the impact
the nonprofit makes in communities".
The non-profit said it has changed its name to `the Y`
to align with how people most commonly refer to the
organisation. Besides changing its name, the organisation has
also unveiled a "new, more forward-looking logo that reflects
its vibrancy and diversity".
`The Y` will focus resources on three core areas of
youth development, healthy living and social responsibility.
"This is a very important, exciting time for the Y.
For 160 years, we have 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," president
and CEO of YMCA of the US Neil Nicoll said.
Through the new brand strategy, undertaken for the
first time in 43 years, the nonprofit would 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 neighbours, Nicoll added.
The new brand strategy is the result of more than two
years of analysis and research, which indicated that many
people didn`t understand what the group did.
The national resource office, YMCA of the US, has
already begun the transition to the new brand.
Ys across the country will transition fully within
The Y`s former logo had been in place since 1967 and
was the organisation`s sixth since its inception.
The refreshed logo, with its multiple colour options
and new, contemporary look, better reflects the vibrancy of
the Y and the diversity of the communities it serves, Nicoll
The Y would be used when referring to the collective
organisation, but individual locations will still be referred
to as YMCAs.
Across the US, 2,687 Ys engage 21 million men, women
and children regardless of age, income or background.