Designer(s): Siegel+Gale, United States
Category: , Professional
User's Profile : -
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.
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.
The foremost signal of the organization’s brand
revitalization was the adoption of a nickname for the
organization—a recognition of what had already
become its de facto name: the Y. The shortened name
also subtly signaled a more contemporary sensibility
and friendly informality.
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.
Working closely with the Y, Siegel+Gale created tools
and processes to support the brand rollout—including
brand architecture and voice messaging guidelines, a
brand activation manual, communications templates,
signage standards and a brand training program.
About the Designer/Company
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