January 10, 2011


The YMCA of Greater Seattle recently unveiled a new brand strategy to increase understanding of its cause – strengthening the foundations of community through youth development, healthy living and social responsibility. Through its new brand strategy and framework, the Y will emphasize how it nurtures the potential of youth and teens, improves health and well-being and provides opportunities to support our neighbors and give back to our community. The brand and cause-driven shift started last year via the YMCA of the USA, and you can read more about that HERE.

The revitalized brand was introduced a week ago at 12 Ys throughout the Greater Seattle area. The most visible change is the Y’s new logo, which points forward and is used in five different colors to reflect the vibrancy and diversity of the organization. Along with more than 2,600 Ys nationwide, the nonprofit will refer to itself collectively as “the Y.” Most importantly, the new brand strategy will help clarify public understanding of the Y’s impact and inspire involvement in the Y as a cause.

“This is a very important, exciting time for the Y,” said Bob Gilbertson, Jr., President and CEO. “Since 1876, we’ve focused on building a community where all people, especially the young, are encouraged to develop their fullest potential in spirit, mind and body. Today we start a chapter that makes this mission clearer than ever, which we believe will help us expand our reach in the Greater Seattle area.”

Below are some highlights of how the Y strengthens the communities it serves via three focus areas:

Youth Development: The Y helps guide children, teens and young adults of all socio-economic backgrounds to develop the character traits and skills essential to success. For example, Y child care is where children learn to get along with others and learn to socialize, share and play. It is where they will form friendships, grow, develop and thrive. The YMCA emphasizes and models character development values such as caring, honesty, respect and responsibility.

Healthy Living: Through its 12 branches, two resident camps and hundreds of off-site locations, the Y equips people of all ages and abilities to be their personal best in spirit, mind and body. Its full-service facilities bring families closer together as they build healthy lifestyles, and trained lifestyle coaches help set personal health and well-being goals.

Social Responsibility: The Y listens and responds to our region’s most critical social needs. Through education and training in neighborhoods, connecting diverse demographic populations and building healthier communities with partners, the Y fosters care and respect for all. Annually, the YMCA of Greater Seattle provides $19 million in free or subsidized services so that individuals and families in need can benefit from confidence-building, health-enhancing programs like summer camp, child care and facility membership.

Here at Camp Orkila, we’re excited about the re-focus and are embracing the change. The look of this blog is only the beginning!

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