Brand is NOT a logo, tagline or ad campaign.

Brand is: • what we stand for• how we think, act and communicate• the experience and impression our members/community have of us

2

What is/isn’t changing?

NOT changing• Our mission• Our emphasis on

Christian principles• Core

programs/services• Membership

rates/policies (i.e. AWAY)

Changing• How we talk about

ourselves/act as a non-profit, cause-driven organization

• No longer use the tagline “Strong Kids, Strong Families, Strong Communities”

• Character Values• The logo

3

BRAND COMPONENTS

Voice

Architecture

VisualIdentity System

VOICE Our communication

VALUES Our behavior

How we will talk about ourselves

PROMISE Our cause

5

Our Promise/Cause

• The YMCA is a powerful association of men, women and children of all ages from all walks of life joined together by a shared passion: to strengthen the foundations of community.

6

Our Values

CARINGShow a sincere concern for others

HONESTYBe truthful in what you say and do

RESPECTFollow the golden rule

RESPONSIBILITYBe accountable for your promises and actions

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Our Voice

NURTURINGTo care for, support, and help develop through encouragement

GENUINETo be honest and open in relationships with others

HOPEFULTo take an optimistic or positive view of future outcomes

DETERMINEDTo devote full strength and concentrated attention to the cause

WELCOMINGTo accept neighbors eagerly, warmly, hospitably, and as equal participants

8

Three Areas of Focus Show How We Strengthen the

Foundations of Community

FOR YOUTH DEVELOPMENTNurturing the potential of every child and teen.

FOR HEALTHY LIVINGImproving the nation’s health and well-being.

FOR SOCIAL RESPONSIBILITYGiving back and providing support to our neighbors.

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The YMCA is a powerful association of men, women and children of all ages from all walks of life joined together by a shared passion:

to strengthen the foundations of community.(Sample of national programs highlighted)

VISUAL IDENTITY SYSTEM