For the first time in 43 years, the YMCA is rolling out a new branding strategy across the country. There has been much attention placed on the YMCA changing its name to “the Y.” Let me set the record straight: the YMCA of Metropolitan Fort Worth will keep its name as will YMCA of the USA. In fact, YMCA is now embedded into the graphic design of our new logo. We are simply referring to ourselves by the name everyone else calls us: “the Y.”
More importantly, the YMCA is not changing our mission of putting Christian principles into practice through programs that build healthy spirit, mind and body for all. Nor are we changing our core values of honesty, respect, responsibility and caring.
The YMCA will continue to be a community-oriented, cause-driven organization that responds to community needs as they arise. For instance, in June alone, we had 1500 children, youth and adults visit our swimming pools through our Community Swim Time collaboration with the City of Fort Worth. Annually, we serve more than 5,000 kids in pre-school and school age child care, many of whom would not be able to afford care without the YMCA’s financial assistance. Through the money we raise, and assistance provided through government agencies and United Way, we are able to provide $4,113,609 in financial assistance and program subsidies to individuals in our communities who need our services. We provide programs for infants through senior adults and, on any given day, a walk through one of our facilities could find programs for all ages, learning and growing together, classroom to classroom, treadmill to treadmill.
What will be changing? In the next twelve months, we will be implementing a new brand strategy that provides a framework for us to communicate our impact even better. Through a new logo design and refreshed visual identity, we will continue to tell our Y story. That every day, we work in conjunction with our volunteers to ensure that everyone, regardless of age, income or background has the ability to learn, grow and thrive at the YMCA. Whether we call ourselves the “Y" or the YMCA, we will continue to reach out to our community in times of need and provide critical services for our members and program participants.
Tony Shuman
President/CEO
YMCA of Metropolitan Fort Worth