Dear Friends of the Armed Services YMCA:
Our brand is among the Y’s most valuable assets. Since the launch of the revitalized brand in
2010, the value of this asset has increased significantly. With its common cause, new logo, architecture built around three areas of focus, and new voice that emphasizes the impact of Y work, our brand helps us consistently convey what the Y stands for and how we strengthen communities through youth development, healthy living and social responsibility. As a result, Ys are experiencing gains in staff enthusiasm, volunteer engagement, contributed income, and partnership opportunities.
This is not by chance. YMCA of the USA (Y-USA) undertook an unprecedented analysis of the Y
brand, devoting two years to researching public perception, gathering input from Y leaders nationwide
and developing a brand-revitalization strategy.
Research indicated that while a vast majority of people had positive feelings about the Y as a
recreational facility and provider of programs, they did not fully understand what we do or why, and
did not recognize the Y as a nonprofit that makes a meaningful impact. This caused us to
underperform our peers and our potential in terms of donations and public engagement, threatening our
long-term viability as an organization.
The revitalized Y brand has changed the conversation, putting the focus squarely on our impact in
communities and empowering us to reach more people and do more good. One of the next steps forward
is to transition the Armed Services YMCA (ASYMCA).The national Y logo and specific visual elements have been modified to accommodate the ASYMCA’s transition to the brand due to the ASYMCAs Memorandum of Understanding with the Department of Defense and historic relationship with other governmental agencies, its specialized services to the military population and the uniqueness of the association’s state-by-state service area through its 14 branches and 19 affiliates.
Thank you in advance for your efforts to make the revitalized Y Brand a driving force behind how the Armed Services YMCA thinks, acts and communicates.
Senior Vice President, Chief Marketing Officer
YMCA OF THE USA
Captain Mike Landers USN (Ret)
ARMED SERVICES YMCA