YMCA adopts new name and logo in the US: The Church of England Newspaper, July 23, 2010 July 27, 2010
Posted by geoconger in Church of England Newspaper, Mission Societies/Religious Orders.trackback
First published in The Church of England Newspaper.
The Y.M.C.A has adopted a new name and logo in the United States in a bid to reinvigorate flagging membership and to be more inviting to a changing cultural base.
Following two years of market research the Chicago-based organization has renamed itself “the Y” and will adopt a threefold corporate mission to “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.”
Founded in England in 1844 as the Young Men’s Christian Association, in 1967 its name was changed in the US to the Y.M.C.A. The new change of name, however, does not reflect an abandonment of its Christian principals its officers told a July 12 press conference in Washington, but speaks to the organization’s mission in the 21st century.
“Our mission remains the same – to put Christian principles into practice through programs that build healthy spirit, mind and body for all. We are changing how we talk about ourselves so that people better understand the benefits of engaging with the Y,” the organization said in a press handout.
“This is a very important, exciting time for the Y,” said Neil Nicoll, president and CEO of the Y.M.C.A. 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” he said.
The American branch of the Y.M.C.A. serves 21 million members in 2,687 branches across the country. Its membership has been flat since 2007, and the new name, logo and corporate focus seek to boost the charity’s name awareness.
“We are changing how we talk about ourselves so that people better understand the benefits of engaging with the Y,” said Kate Coleman, chief marketing officer of YMCA of the USA. “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.”
