YMCA (2011 Rebrand)
“Over the years, the Y became an amazingly vibrant and diverse organization, but its great success and growth also led to a bewildering profusion of identities. The main organizational message and meaning of the Y were obscured; research revealed that most people were not aware of the depth and breadth of the organization’s role in society. To address the issue, Y-USA, the national council to the nation’s more than 2,600 Ys, initiated an awareness campaign.
Siegel+Gale’s research quickly revealed that misperceptions of the Y were so widespread that an awareness campaign alone would not correct it. Many people still thought of the organization as merely a provider of services—such as fitness and swimming lessons—because the Y lacked a clear definition of the central importance it provides to the communities it serves.
Around the affable name, we crafted an engaging visual system, incorporating a range of bright color combinations that mirrors the Y’s diversity of programs and audiences. The evolved logo transformed what had been all sharp angles and flat geometry into a softly rounded, almost three-dimensional mark that proves to be welcoming and flexible across media.”
