YMCA England rejects name change but readies own relaunch

The YMCA in England is looking to relaunch with a new logo and positioning but will not be following its US cousin in changing its name.

The US arm of the young person’s charity YMCA is to rebrand to the moniker it is more commonly referred to “The Y” as part of a plan to boost recognition of its services and achievements.

However, a spokesman for the YMCA England says it has no plans to shorten the brand name but is consulting on its own “brand refresh”.

The YMCA operates as an independent charity in each country it operates in.

She adds that it is looking at changing its logo and reviewing its “shared vision” and “key messages” to better communicate the range of projects and services it offers.

The organisation was formed 166-years ago in Britain as the Young Men’s Christian Association but became better known firstly by its acronym YMCA and latterly by its street name The Y.

It became synonymous with gay culture and was forever immortalised following the Village People’s (pictured) 1979 hit that spoke of the “fun” that could be had at the YMCA.

The group’s original lead singer, Victor Willis, has issued a statement saying that the new brand name will not affect the song’s title or the dance that is associated with it.

Kate Coleman, senior vice president, chief marketing officer for YMCA of the USA, says of the US relaunch: “We need to talk about what why we do what we do, so those three core areas were really a way of reframing what we do, so you can understand what the impact is that we’re trying to have.”

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