YMCA unveils new brand strategy to further community impact

DOVER -- For the first time in 43 years, YMCA of the USA has unveiled a new brand strategy to increase understanding of the impact that YMCAs make in communities across the country. The YMCA has the unique capacity to address many of the challenges facing the nation today. Through its new brand strategy and framework, the nonprofit will 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 neighbors.

The new brand strategy -- the result of more than two years of analysis and research -- was introduced today at a National Press Club event that included leaders from the philanthropic and nonprofit communities. As part of the event, the YMCA unveiled a new, more forward-looking logo that 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. In another major change, the nonprofit will be called "the Y" to align with how people most commonly refer to the organization.

"The Tuscarawas County YMCA and the Twin City YMCA is excited about the new brand strategy and the opportunity to engage more people in the areas of healthy living, social responsibility and youth development," said Keith Lands, executive director of the YMCA. "There are many exciting changes to come -- the new strategy will be getting everyone from our volunteers to our members and donors motivated and re-energized in the campaign to provide a stronger impact on the community."

Ys across the country will fully transition to the new brand within five years.

"This is a very important, exciting time for the Y," said Neil Nicoll, president and CEO of YMCA of the USA. "For 160 years, we've 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."

Today, across the United States, Ys are making a difference in three key areas of focus:

* Youth Development: Nurturing the potential of every child and teen.

* Healthy Living: Improving the nation's health and well-being.

* Social Responsibility: Giving back and providing support to our neighbors.

"In Dover, New Philadelphia and surrounding communities, we are focusing on the critical need for healthier families and social responsibility, said Lands. "The Y's Wellness, Fitness and Aquatics staff are helping people in our community find healthy alternatives and variety to provide active lifestyles. Plus our focus on the family supports the needs of parents for childcare, preschool, youth sports, gymnastics -- all ways to keep kids active and learning core values."

The Y's former logo had been in place since 1967 and was the organization's sixth since its inception. The refreshed logo, with its multiple color options and new, contemporary look, better reflects the vibrancy of the Y and the diversity of the communities it serves. The new logo's bold, active and welcoming shape symbolizes the Y's commitment to personal and social progress.

The Tuscarawas County YMCA, 600 Monroe Street, Dover, OH 44622; www.tuscymca.org; or (330) 364-5511.