YMCA
Spreading a "net of positivity" that benefits all
A brand revitalization project aimed at leveraging YMCA's extensive experience to benefit the future of Japan
| Client | The National Council of YMCAs of Japan |
|---|---|
| Industry | Public interest incorporated foundation (vocational education, language education, health education, outdoor education, childcare services, international exchange activities, etc.) |
| Category | Group Branding |
| Service | Brand Concept/Purpose/Corporate Philosophy / Slogan/Statement / VI(Visual Identity/Logo) / Brand Style / Brand Guidelines |
| Project | As a pioneer in youth education, the YMCA in Japan has been active in diverse fields, but with the expansion of its business and the changing times, its brand presence in Japan has been declining. Under these circumstances, a mid-term plan was launched to direct the innovation of the "All Japan YMCA," and there was a need to organize and publicize "how the YMCA should respond to the new era," "the social mission the YMCA should fulfill," and "what the YMCA should do to pass on its ethos to the next generation.” In 2015, the YMCA embarked on a rebranding effort to position itself as an organization of choice, leveraging its decades of experience as key assets for the future. |
|---|---|
| Analysis | While the YMCA covers a wide range of business areas and activities, its identity as an organization was not well established, leading to a diffusion of its image. There was also a perception that the YMCA was a religious organization, which conflicted with its true nature and created a barrier to understanding and empathizing with it. Furthermore, at various brand contact points, there was a lack of consistency in visual communication and issues with perceived quality, and the business content and activities were not linked to the brand image. While carefully examining the strengths and unique advantages of each business, activity, and region, it was equally important to define the YMCA's value to society and consumers as a whole, and to clearly communicate "what the organization does" in an easy-to-understand manner to society. |
| Solution | Research was conducted across all businesses and regions, and a brand concept was developed based on the results of the research, which included the current state of YMCA as a whole, its target image and vision for the future. A slogan was also created to effectively communicate this concept internally and externally. In addition, a logo and brand style were developed to visualize the concept. The culmination of our efforts to establish a consistent brand image for the YMCA in Japan resulted in the development of a brand book to convey the brand concept to various stakeholders. |
Slogan
The vision is to create a prosperous society with a "net of positivity," where individuals recognize and celebrate each other's existence and individuality, and are connected by goodwill and positive emotions, rather than relying on a safety net that minimizes negative impacts.
The value proposition "Discover. Connect. Improve." is linked with the brand slogan: "Always better." The desire for individuals, regions, and society "to get better" as a chain reaction from the “transformation” driven by encounters and connections is embodied in the slogan.
Logo Design
The nickname is "Positive Y". The moment when the bird is about to take flight is superimposed on the shape of the letter Y. The red inverted triangle in the upper right corner incorporates the spirit of "the whole person," inscribed in the YMCA's official emblem, and the YMCA's brand value "Encounter. Connect. Improve." The curving lines and red color indicate the breath of life and positive attitude of the YMCA toward the realization of a hopeful and prosperous society.
Campaign Logo Design
Teachers, staff, and children wear pink clothing and accessories on "YMCA Pink Shirt Day" to demonstrate their opposition to bullying. It represents the commitment to reflect on this issue and collaborate with those who are being bullied, such as by offering anti-bullying classes. Gramco produced flyers and posters for Pink Shirt Day in 2019 and 2021. The YMCA also provides ongoing support, including the creation of a logo for the "100 Years of YMCA Camps" in 2020, which began with the first camp in Japan held at the foot of Mt. Rokko in 1920.
