Visual Development Guide
The Y REBRANDING
(The Young Men's Christian Association)
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Visual Development Guide
The Y REBRANDING
(The Young Men's Christian Association)
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CONTENTS
BRAND OVERVIEW
About Us
Our History
Mission Statement
Re-branding Objective and Keywords
LOGO DEVELOPMENT
Ideation and Concepts
Three Rounds
Typography/ Color Exploration
Final Logo
SIMILAR LOGOS
Similar Logos
Sources and Inspiration
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01
BRAND OVERVIEW
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01
ABOUT US
“Caring Theses for Our Mental Health and Our Communities.”
WHO WE ARE
The Y old name is YMCA (Young Men Christian Association) was established in 1844 to promote a healthy "body, mind, and spirit" via the application of Christian principles by introducing individuals to their potential, purposes, and one another. The Y now strengthens communities. The Y strengthens communities by connecting individuals to their potential, purpose, and each other. Today, it has locations in more than 10,000 towns nationwide. Additionally, the Y has a presence in 10K countries to fulfill its promises of good change.
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—YMCA of the USA President & CEO Suzanne McCormick
MISSION STATEMENT
We strengthen the physical and mental well-being of youth and families to create healthier communities.
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WHAT OUR POTENTIAL
REBRANDING OBJECTIVE
The Y will implement different service goals and plans according to different communities. The service objects of its service content are not limited to children and young but will be extended to members of the entire community, which will have a positive impact on the community and allow children and young people to grow up in a positive environment.
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THE BRAND SOUL
The Y helps children grow up in a healthy and positive environment. They provide practical activities for diverse growth. We hope when those children grow up, they will give back to the community.
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First YMCAs Serving African Americans are Established First YMCAs Serving Native Americans are Established Hi-Y Service Clubs Established Swimming Lessons Begin at the YMCA YMCA Starts Higher Education and Vocational Classes YMCA World Service Founded George Williams founded the YMCA in 1844 1844 LONDON 1853 WASHINGTON D.C. 1879 SOUTH DAKOTA 1889 KANSAS 1909 DETROIT 1893 BOSTON First YMCAs Serving Asian Communities are Established 1875 SAN FRANCISCO First American Summer Camp is Founded 1885 NEW YORK 1903 YMCA "Industrial" Department is Created YMCA Teacher Invents Basketball and Volleyball 1891 MASSACHUSETTS 1910 25 African American YMCAs are Built the Y's TIMELINE Youth & Government™ Program Begins 1936 ALBANY WWI YMCA Serves American Soldiers Overseas Parent-Child Programs Started by Ojibwe Tribe Members 1926 ST. LOUIS YMCA Co-Founds United Service Organization (USO) 1940 WWII
theY REBRANDING YI TING WANG_BETTY YMCA Volunteer Invents Racquetball Partnership for a Healthier America Global YMCAs Promote Worldwide CompetitionsThe Y Partners with the Walmart Foundation to End Childhood Hunger 1950 GREENWICH 1980 YMCA Focuses on Programs for Families 2002 YMCA Creates the National Diversity Initiative 2008 YMCA Partnership Begins to Support Military Families 2023 Now 1994 The Y's Core Values Defined Government Relations and Public Policy Office Formed in Washington, D.C. 1991 Washington, D.C. The World's Largest The first synchronized run/walk across all U.S. 2001 ME,HI Healthy Communities spread to more than 150 Y communities make the healthy choice the accessible choice. 2004 U.S 2011 U.S Signature Social Responsibility Program Debuts 2014 U.S 2010 U.S Black Achievers Program Founded YMCAs Become Meeting Points for Civil Rights Movement 1967 HOUSTON
OUR KEYWORDS
The Y aspires for youth to grow up in a healthy and positive environment, shielded from any negative influences present in their community. As they transition into adulthood, they can give back to their community and transform its culture, creating a better, healthier, and more optimistic environment for the succeeding generation of youth.
YOUTH
The physical and mental health, dreams, and aspirations of youth can shape both their individual future and the future of the community.
HEALTHY COMMUNITY
Establishing strong interpersonal relationships and social connections, and having a healthy body and community environment, are key factors for youth growth.
The growth of youth within a healthy community is key to forming diverse and inclusive personalities.
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02
LOGO DEVELOPMENT
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ROUND 1
Rough Sketches With Keyphrases
CAMP 1 // YOUTH
The dreams and aspirations of youth can shape the future.
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ROUND 1
Rough Sketches With Keyphrases
CAMP 2// HEALTHY
Building strong relationships and social connections is important for a healthy life.
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ROUND 1
Rough Sketches With Keyphrases
CAMP 3// COMMUNITY
Diversity and inclusivity are key components of a thriving community.
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ROUND 1
Rough Sketches With Keyphrases
CAMP 3// COMMUNITY
Diversity and inclusivity are key components of a thriving community.
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ROUND 1
Rough Sketches With Keyphrases
CAMP 3// COMMUNITY
Diversity and inclusivity are key components of a thriving community.
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ROUND 2
Refined Sketches
Each of the three main concepts in the initial vision— YOUTH, HEALTHY, COMMUNITY—had intriguing ideas, but "evolved" turned out to be the most fruitful. The part below displays the various design concepts for the potential logo. In the second round of sketching, I focused on the concept of evolution. I kept the name "the Y" to focus on the symbol change of "Y"."Y" means young and "the" means we care about "the young person" even at any age if they need community help, we were big brothers and sisters because it is an iconic part of the brand's history.
At the same time, I decided to remove any religious associations with “the Y” because “the Y” was reformed in the 1990s. One of its goals is "We welcome all people without discrimination of religion, gender orientation, age, identity and political orientation."
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ROUND 2
Refined Sketches
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ROUND 2
Refined Sketches
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ROUND 2
Refined Sketches
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ROUND 2
Refined Sketches
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ROUND 3
Digital Comps
INTO THE COMPUTER
We used our polished brand marks to build digital comps of each concept with just minor changes to the polished sketches.
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ROUND 3
Refined Sketches
INTO THE COMPUTER
We chose the six proposals that were the most effective from our sketches and worked to refine them until they were as near to completion as feasible. We used our polished brand marks to build digital comps of each concept with just minor changes to the polished sketches.
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ROUND 4
Logo Finalization
For children, our new logo represents YOUTH, HEALTH, and COMMUNITY. helps you keep healthy, wherever you travel, The Y helps you stay safe. An abstract image of an older brother and sister holding a little child appears in the logo. The hue of the emblem symbolizes trust and stands for a particular type of community service provided by the Y, and security.
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Final Logo Lockup
SYMBOL+WORDMARK
The Y is a good representation of the Y because helping “YOUTH” is our goal and mission. The growth process represented by the symbol is like a maze. We hope to accompany the child to move in a good direction. Here is the new logo lockup, with the bottom type edited to integrate well with the ‘Y’ in the logomark. Together, it makes the entire logo feel more dynamic.
COLOR EXPLORATIONS
The new LOGO is a monochrome design, which can flexibly use assorted colors for different activities because the Y supports multiple groups and activities, and assorted colors represent different meanings.
YOUNG BLUE
PANTONE_2718 C
CMYK_72,43,0,0
RGB_71, 145, 255
HEX_#4791ff
VIBRANT RED
PANTONE_2035 C
CMYK_0,100,100,20
RGB_204, 0, 0
HEX_#cc0000
SPIRITUAL ORANGE
PANTONE_172 C
CMYK_0,80,100,0
RGB_255, 51, 0
HEX_#ff3300
STEADY BLUE
PANTONE_280 C
CMYK_100,80,0,55
RGB_0, 23, 115
HEX_#001773
TEXT GRAY
PANTONE_533 C
CMYK_65,50,45,60
HEX_#243338
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03
SIMILAR LOGOS
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SIMILAR LOGOS
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SOURCES AND INSPIRATION
Logo Standards by The North Face
Despite being a short document, the page displaying the logo is extremely well structured and thorough. They provide detailed written directions and samples of logo color choices and what to avoid doing. They should mention both their preferred option and a backup emblem.
10 The North Face® ONLINE BRAND GUIDELINES Th E N O r T h F ACE ® LO g O The North Face® logo is the heart of the overall corporate brand identity. To continue to support name recognition and build brand awareness in the marketplace, the logo must appear as shown in at least one location on all print, electronic, and promotional items. Consistent use of the logo across all marketing vehicles is vital to clear communication and perception of the brand. Logo components The primary components of The North Face® signature are the half-dome symbol, “The North Face®” type, and the registered trademark symbol enclosed in a square. Secondary components include the tagline (Never Stop Exploring™) and the urL (www.thenorthface.com). The primary signature should be used whenever possible. The North Face® signature should not be modified or changed in any way. u sage The boxed half-dome logo may be used on its own, with the tagline, or with the tagline and urL. Secondary signature configurations may be used in heavily branded pieces where the primary configuration is not appropriate due to space and content limitations. Tagline The tagline (Never Stop Exploring™) should be used primarily in conjunction with the boxed half-dome logo. The tagline may be typeset in a paragraph of text but should always appear in its entirety and with a trademark symbol and follow the trademark guidelines. Primary Signature Configuration Secondary Signature Configurations 2. LOGO STANDARDS 11 The North Face® ONLINE BRAND GUIDELINES 2. LOGO STANDARDS Web minimum size The minimum reduction of The North Face® logo should be no smaller than .625” (75 pixel) square (excluding tagline) for any Web-based usage. The tagline and urL should be omitted in instances where they become so small that they are illegible. Clear space The logo should have a clear visual separation from all other elements, including headlines, text, imagery, and the outer edge of the document or applications. When using the complete logo, graphic elements should remain at least one-half the width of the boxed logo from the logo on all sides. Color The primary color for The North Face® is called The North Face® red. 25” / 5 pixel X X/2 220r, 36g, 31B hex DC241F 12 The North Face® ONLINE BRAND GUIDELINES 2. LOGO STANDARDS I NCO rr ECT L O g O uSA g E Incorrect logo usage decreases the effectiveness and impact of The North Face® brand. This page shows examples of unacceptable modifications of the signature. Modifying the bo ed half-dome logo wa Changing the propor half-dome logo and the tagline or UR Substituting signature colors Ad ing dropshadowtothesignatur Placing the signature on top of an illustration Use of additional graphic elements with the signature 13 The North Face® ONLINE BRAND GUIDELINES I NCO rr ECT L O g O uSA g E (CONTINuED eparatingthehalf-d logofr thebo ved for produc application only) Outlining the signatur M d wa Placing signature background causes poor legibilit -q g Infringing the bo ed half-d logo Buy Now 2. LOGO STANDARDS
Type Specs by Target
Target lays out its typography clearly and titled so that others are sure to use the correct typeface. The typefaces are chosen for the identity of the brand.
Logo anatomy by McDonald’s
To promote consistency, McDonald's uses the wordmark to demonstrate how to effectively use the big M. The user is more aligned on its significance thanks to the comprehensive modular system and part explanations. Typography is cluttered, difficult to read, and will eventually become dated.
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