Opinion BY Armin

My Name is Y… the Y

I had my first swimming lessons at the Y — well at “La Guay” since that happened in Mexico — I also saw my older brother get kicked in the face by a girl during a Karate championship, his nose bled; I played dozens of basketball games too in various locations in Mexico City. It wasn’t until I was old enough to party that I learned that the Y’s full name was actually YMCA through the Village People, and it wasn’t until later that I learned it stood for Young Men’s Christian Association. Being Jewish it baffled me for years that they allowed me to swim there or that they allowed my brother to get kicked in the face — being Jewish in Mexico means young Christian men don’t swim in your JCC (Jewish Community Center) and they don’t get their noses kicked there either. Needles to say, I am not the only Jew or Christian or other religious denomination individual to have done something at one of the 2,600 locations in the U.S. alone. Far from it: 45 million are part of this global non-profit organization whose mission it is “To put Christian principles into practice through programs that build a healthy spirit, mind and body for all.” After 43 years with the same logo, the organization is introducing a new identity system by Siegel+Gale and is adopting the moniker the whole world already has for it: the Y.

Let’s get warmed up with some press releasing:

The Y’s former logo had been in place since 1967 and was the organization’s sixth since its inception. The refreshed logo, with its multiple color options and new, contemporary look, better reflects the vibrancy of the Y and the diversity of the communities it serves. The new logo’s bold, active and welcoming shape symbolizes the Y’s commitment to personal and social progress.
—The Y Press Release

The joint revitalization effort began with an extensive qualitative and quantitative market research initiative—the insights of which—led to the development of a refreshed brand platform, brand architecture and nomenclature system. Designers created a new visual identity that is bold, active and welcoming—representing the Y’s commitment to social progress. The logo, which also has been refreshed to reflect that the public refers to the national brand as “the Y,” is set in a variety of color combinations to symbolize the diversity and vibrancy inherent in the organization and its communities.
— Siegel+Gale Press Release

The Y’s new visual system reflects our true identity: a caring, people-oriented organization that is devoted to the cause of strengthening communities. Our refreshed logo, for instance, is bold, active and welcoming, suggesting our determined commitment to social progress. Plus, the many colors reflect the vibrancy and diversity of our communities and activities.
— Logo History PDF

Detail of gradient logos.

Flat, 2-color logos.

1-color logos.

The evolution is clear: From a hard-angled, tough-looking logo to a round-edged, soft-looking logo that plays well with the rest of the identities of the twenty-first century in pretty much all capacities. It is bubblier, it is lowercase, it has gradients, and it comes in various flavors. Unfortunately, all of the changes feel a tad gratuitous in the final execution. I can understand the reason to move to this spectrum of identity design but it feels so generic now and what is more interesting is that, as you peel off the decorative layers (first the gradients, then the colors) the logo in black-and-white is the best rendition. That is not to say it’s very good, but at least it’s more powerful and direct. Turning the stem of the Y into more of an arrow seems like a good idea in concept but in its final form it just looks like dozens of other chevron-based logos, leaving the triangle far too independent. Meaning, that in the old logo if you took away the red triangle you would have a weird black shape, whereas the new one if you the bubbly triangle out you are left with an arrow, so it’s not intrinsic to the mark anymore. The sizing and placement of “YMCA” is a mere notch above in importance than the ™ symbol, it feels like a way of showing 99% commitment to the idea of going full-on with just the Y.

The rest of the identity is governed by color and typography, Cachet being the overarching choice, which gives the Y an odd techie feeling that doesn’t seem to fit. The colors are nice, I guess, so that’s a positive.

In the end, I think this simply serves as a platform to let the Y be the Y, semantically and strategically, more than visually..

T-shirts on shinY, happY people.

Prescott Perez-Fox’s comment is:

“the” and “YMCA” seem dreadfully tacked on. If not in the larger, philosophical sense, at least for spacing and scale.

Otherwise I really like it. Very modern, works well as an identity system.

On Jul.13.2010 at 06:11 AM

Mike Richards’s comment is:

Looks best in black or white for me.

I’d wear that logo on a t-shirt but not the multi-coloured options.

On Jul.13.2010 at 06:15 AM

Lars’s comment is:

I don’t think it has much balance. It’s like it’s standing on one foot trying to keep upright:)

It’s a vast improvement though.

On Jul.13.2010 at 06:21 AM

Josh Clement’s comment is:

I think the Y is a big improvement, but i feel like the ‘the’ is completely unnecessary..

anyone else see a bit of rounded/flipped 7-11?

On Jul.13.2010 at 06:23 AM

Corrupt Network’s comment is:

Dear print designers, please stop using gradients on everything. Web 2.0 is over.

On Jul.13.2010 at 06:51 AM

John’s comment is:

I have to reiterate the comment that the “YMCA” is tacked on and makes the mark feel unbalanced. I really like the”Y” and the multi-colored palette.

ideasonpurpose.com

On Jul.13.2010 at 06:55 AM

sdlsd’s comment is:

I’ve been seeing a lot of gradients on this site lately. Are they making an unfortunate comeback? The flat version looks miles better.

Overall, I like it. I imagine eventually they’ll lose the tacked on “YMCA”. I’m sure it’s just there to appease some clueless board member.

On Jul.13.2010 at 07:22 AM

Dingbat’s comment is:

Looks overworked a bit. I agree with Armin. The Arrow is the idea, so why isn’t the arrow perfected? The top seems longer than the bottom? The “the” also feels misplaced. Why not just be simple about it?
Perfect Triangle + Arrow = Y ? The YMCA tag definitely doesn’t need to be there. Seems like they made a huge statement and were too afraid to follow through with it.

On Jul.13.2010 at 07:34 AM

Ben Brookbanks’s comment is:

A little underwhelmed by this and largely agree with the comments regarding overused branding clichés, but do think the new identity drags ‘the Y’ into the 21st Century.

Maybe S+G missed a trick with the arrow device though — surely lots of creative applications waiting to happen there, but would have expected to see these as part of the brand launch (no doubt they’ll emerge at some point).

The brand has got the press talking, even over here in the UK (where re-brands are often received in very unfavourable light). Which is all good for the YMCA, in my opinion. Independent publisher The Guardian has a humorous take on the rebrand: http://tinyurl.com/27amyf9

On Jul.13.2010 at 07:42 AM

Luke Jones’s comment is:

I’m going to be annoying and see that it’s just very poor. They’ve tried to go with a contemporary look and it just doesn’t work for me.

On Jul.13.2010 at 07:49 AM

The Kernel’s comment is:

Regardless of how modern it is, it is totally out of balance. The composition is awful. This is just bad design. Not sure why it is being given a pass by so many.

On Jul.13.2010 at 07:50 AM

Rafe’s comment is:

I would agree with Armin that the mark works best in the black and white versions - the use of the different colors in the chevron and the triangle only work to separate the elements and make the Y form much harder to read. Overall I think it is a great departure from the Red/Black mark, still I wonder what the branding would look like if they had taken a tact like the Girl Scouts and updated the mark without moving this far from it and focused on the brand program.

On Jul.13.2010 at 07:52 AM

prigix’s comment is:

I don’t know, I’ve been an active member of the “Y” throughout high school and I even handled the P.R. Department for a while, but this just looks like something I would have made back then.

Looks too childish IMHO.

On Jul.13.2010 at 07:56 AM

Michael’s comment is:

I see the client’s hands all over the decision to include “YMCA” tacked into the side of the “Y”…I can almost hear the comment, “We love it, but somewhere it has to say YMCA so people aren’t confused!” I could be wrong, but I doubt any of the designers over at S+G would advocate for what is obviously an add-on.

It’s like Nike adding the word “NIKE” running along the side of the swoosh. Unnecessary.

I really applaud the decision to embrace “the Y” as a mark, as it reinforces how people refer to it in casual conversation. Smart to own that.

I think they’ve done a good job of making the logo appear more contemporary, while the overall shape harkens to a somewhat retro letterform, which is nice.

I agree with the commenters about the monotone versions. I don’t think many people will want to wear the slurpee-colored marks, but the black and white ones are striking and feel strong.

Overall, nice job, I’d say.

On Jul.13.2010 at 07:59 AM

Michael’s comment is:

And, just to throw in a little Monday morning quarterbacking, it would have been interesting if the red triangle were always red, but the upright of the Y could change color depending on application. Even in the monotone versions, the red triangle could be pretty sharp as an accent mark.

On Jul.13.2010 at 08:01 AM

Everett’s comment is:

They did a fairly decent job on reworking the mark, except for the color palette. I can understand updating the palette, but candy colors were never part of the YMCA.

On Jul.13.2010 at 08:02 AM

Nick Irwin’s comment is:

granted the old identity was static and the new one truly represents a more active appearance but do you really need the “YMCA” text down in the corner? or “the” text awkwardly placed next to the Y paralleling the awkward convos that happen every day at the Y?

On Jul.13.2010 at 08:08 AM

Jason’s comment is:

The flat version is much nicer.

On Jul.13.2010 at 08:15 AM

Jay’s comment is:

Please remove “the”

On Jul.13.2010 at 08:27 AM

Dingbat’s comment is:

If Seigal & Gale were to strategically change their name they might possibly consider Seigal & Gradient!

Wow, thats so stupid I am going to post it!

On Jul.13.2010 at 08:27 AM

Mike’s comment is:

Definitely agree: the flatter 2 color or even one color versions are better than the multicolored/gradient logos.

On Jul.13.2010 at 08:33 AM

ScottyM’s comment is:

Pales in comparison to the striking rebrand that the yWca completed a few years back.

I agree that the YM can stake a claim to just calling itself “the Y.” No problem with that at all. But this re-brand clearly shows their struggle with the organization’s overall identity, which essentially is “a place where you do wellness, exercise and summer camps.”

As opposed to the YWCA, which is less facility-based, and is spot on with its mission “eliminating racism and empowering women.”

Methinks maybe they’re trying to encroach on the YWCA’s more meaningful (albeit, less overly popular) brand identity.

On Jul.13.2010 at 08:34 AM

Paul M’s comment is:

I’m guessing that the YMCA tag will be gone before too much time passes. It feels to me that it was placed there to comfort some folks. And once that comfort level has raised a bit, it will dissapear. Just IMHO…

On Jul.13.2010 at 08:47 AM

Mr. Kim’s comment is:

I definitely don’t like either logo but I’m trying to decide if the new mark is at least an improvement or not. I’ve always felt the “mind, body and spirit” was a strong timeless message which did not come across in the previous iteration without an explanation and it seems to have been dropped all together in this current rendition.

Maybe the real question should be; does the new mark communicate… “determined commitment to social progress”. Not really, but then it’s not an easy thing to express graphically. However, it is diverse and it is vibrant. Still, I can’t help view the use of a multi-color program, with gradients (and an arrow to boot) as jumping on to the “band wagon”. The only problem is… this band wagon is full.

This is an example ofcreative being lead by strategy but weak strategies rarely get blamed because it always remains hidden underneath design. But gee… that doesn’t happen very often does it?

On Jul.13.2010 at 08:47 AM

Russell’s comment is:

I think the original mark is much more striking than the new one, the new one has so many different bits going on that it just looks like a mess.

On Jul.13.2010 at 08:51 AM

Jomel’s comment is:

I agree that the monotone version looks the best by far, but that’s not saying much. The old logo, while perhaps dated, at least has a much more classic look. The new one looks like it’s /trying/ to be Adidas, only poorly rendered and after swallowing a radioactive crayon pack.

They just opened a brand new Y near my home and it’s so beautiful, I’ll really hate to see that thing tacked onto it.

On Jul.13.2010 at 08:54 AM

Damian Madray’s comment is:

A lot of people are coming down hard on this but I’d give it a pass. It’s a great update and clearly embracing what the Y is all about.

The best part about this logo is the arrow which to me is communicating forward movement, thinking and progress which is what the Y is about. I really like the subtly in how that’s integrated into the mark.

I really don’t like YMCA tacked on - it’s unnecessary indeed but clearly a choice made because the client don’t want to drop YMCA and own just ‘the Y’. It’s almost like a compromise where they want to be modern and embrace their street name but don’t want to let go of their official name.

Some say this is childish - it is but guess what, YMCA is not about grown men, it’s about children so why the hell are people complaining about this nature of the logo? The colours, the rounded corners are all just right for what they do - help children. They want when kids look at their identity, they get excited and think “this place looks fun”.

With that said, seriously, the gradient is not necessary. The logo looks fun, vibrant and contemporary with flat colours - they gradient just cheapens it. They should drop that altogether.

On Jul.13.2010 at 08:57 AM

Leanne’s comment is:

@ScottyM: the whole purpose of the rebrand was to put focus on the fact that the Y is a cause-driven organization, not just a place for swim classes. Hence, the new language “for youth development, for healthy living, and for social responsibility.” This rebrand is so much more than just a logo change.

@Mr. Kim: the triangle at the top of the new logo is still a nod to the “mind, body and spirit” that has always been a core of the Y’s mission, so that hasn’t been lost. It’s still there as a cardinal part of the logo… and the other part of the logo form is an arrow pointing forward, noting progress. And the colors represent the diversity of the Y, a black-and-white logo wouldn’t do the multi-faceted Y any justice. A multi-color palette system also affords local Ys the ability to use a color palette of their choice, rather than being forced into one.

All of these comments demonstrate the very need for a new Y brand. Their important purpose and contribution to local communities since 1844 has been overlooked, and now that the Y has grabbed some attention, maybe people will notice that this is the organization that invented basketball and father’s day, started an institution for higher education, and offers programs to improve the health and well-being of people of all ages in 10,000 neighborhoods across the U.S.

On Jul.13.2010 at 09:08 AM

Steven Hoober’s comment is:

Hate everything about it. Tacking on “YMCA” is awful and poorly done. Tacking on “the” is also poorly done, but at least is pointless. Even if it’s one that people DO refer to this way (unlike “the shack,” “the hut,” et. al.) acknowledging this in the logo seems to make it stupid and sad all of a sudden.

And… I think the core logo looks awful. Unbalanced feeling, and odd. Don’t like the colors. Gradient feels years old and trendy, and is not even well executed. And why let the logo be perceived as yet-another-chevron instead of sticking closer to the original, so it /doesn’t/ need an explanation?

Fail on all accounts.

On Jul.13.2010 at 09:08 AM

Eric’s comment is:

Calling it “The Y” makes sense. That’s what we always called it. Smart branding listens to how people refer to brands and have successfully adapted brand names (Fedex). Dumb branding tries to force it (The Shack).

The form of the “Y” is nice, but the placement of the supporting elements looks accidental. First, it looks like it’s going to tip over, like the leaning tower of Pisa. If “the” were higher, it would be better balanced. Second, the main motion is left to right, especially with the strong arrow shape, but the upward-moving “YMCA” stifles that movement. Pick one direction and stick with it.

The roll-out looks o.k. Good choice of Cachet.

On Jul.13.2010 at 09:13 AM

Oakie’s comment is:

Adding ‘The’ was a poor decision. Obviously the institution is iconic and that’s how people refer to it, but to add ‘the’ lessons what they could have achieved just by having the ‘y’ by itself.

I think the point of an icon logo is to reach a point where you can strip off the excess and let the icon speak for everything that the organization stands for. I think they had already achieved that with the black and red mark. So why not borrow as much of that from the old logo as you can to maintain the brand equity so you don’t have to add ‘the’ and ‘ymca’ tacked on. Now they have to build that up all over again.

Having too large of a primary color palette typically makes it harder for the organization to use and harder for the consumer to understand right away. While it might feel like they are getting ‘more’ from their brand process, and while being multifaceted might seem like they can communicate more, they’re just spreading their equity too thin.I might suggest the opposite of Michael’s comment, that the y base be one color while the triangle is the only one that changes…so that consumers only have to look at one part of the logomark to start learning what they mean. Which would also solve the problem of the triangle feeling less important, if it was the one that had the responsibility of communicating the sub-message.

I think that overall it’s unique enough and memorable enough that it will succeed.

On Jul.13.2010 at 09:17 AM

Tim McG’s comment is:

I think the “Y” get’s kicked/forced too much by the “the”

it’s like a bent pipe

http://chestofbooks.com/home-improvement/construction/plumbing/Plumbing-Practice/images/Pipe-Bending-And-Elbows-26.jpg

On Jul.13.2010 at 09:18 AM

Stripeyhorse design’s comment is:

I dont mind ‘the’ being there. It does seem a bit misplace though, maybe it needs to be slightly bigger. YMCA has got to go though, it doesnt need to be there. Is it now ‘the Y YMCA’?
I dont mind the gradients either, it can work good on certain things. The flat looks better though and should be used throughout.

On Jul.13.2010 at 09:21 AM

Ricky Salsberry’s comment is:

I don’t believe gradients are bad as a rule, but I do hate gradient-for-gradient sake. They don’t seem to add anything here. This color palette feels very strange too. It all feels very arbitrary.

The Y mark is not terrible, and should serve just fine (my votes are ‘fine’) for the future. The identity did need a refresher. The YMCA in the bottom corner feels like it was pasted on per someone’s illogical concern that “but someone might not know what Y means!!1!” at the 23rd hour.

On Jul.13.2010 at 09:25 AM

Lee Allen Kreindel’s comment is:

This revitalization of the YMCA visual identity is a disappointment.

Aesthetically, it is bland and awkward. The rainbow of color choices does not disguise the unresolved underlying visual form. Notably, the symbolism in the traditional version (the triangle represents the Holy trinity) is lost. The logo comes across as retro-looking rather than any kind of vision that would launch the YMCA into a bright future.

Is there any way we could see a copy of the design brief? I would have liked to be a fly on the wall to hear the deliberations. I imagine it was a committee driven “democratic” decision process which never produces brilliant design.

Too bad.

On Jul.13.2010 at 09:34 AM

Gentleman Agitator’s comment is:

It is hilarious that on their website’s “About us” page they have four happy kids spelling out YMCA with their bodies. Is this not exactly what they are trying to get away from with the branding campaign? I mean…uh…..

Their press release states: Editor’s Note: This new brand announcement represents a transition in the correct way to refer to the Y in writing. “The Y” should be used whenever referring to the collective organization. “The” should be lowercase unless it is used at the beginning of a sentence. YMCA should be used when referring to a specific location, i.e., “The YMCA of Greater Louisville.”

Ok. So, YMCA is not really going away…..exactly, not on the logo or other things. Yet, everyone should refer to it in media as “the Y.” Will they sue people who insist on calling it the “YMCA” when referring to the collective organization? Reminds me of when Disney owned the Anaheim Mighty Ducks hockey team. They threatened to sue anyone for copyright violation, if they did not refer to them as the “Mighty Ducks of Anaheim.” This was Disney’s corporate name for them and any other reference was a crime.

This scheme is over all a multi-colored mishmash. You wonder which “y” that is about to fall over is the real logo. And contemporary colors? Looks like the 1980s to me. Another senseless waste of brand equity. Good-bye proud, red and black “Y.”

On Jul.13.2010 at 09:40 AM

Barkley’s comment is:

yikes. too half baked for such an iconic establishment.

The rounded corners have a hodgepodge of radiuses. The spacing of elements is uneven. The “the” is tacked on as is the “YMCA” and the broad spectrum of colors showcases not diversity but uncertainty. Even the weighting is off, the vertical angled line feels light compared to the filled triangle to the right.

Overall it feels somewhat contemporary but the fact that a veneer of aesthetic trends are being used to cover up so many fundamental identity design flaws bothers me immensely.

On Jul.13.2010 at 09:43 AM

M’s comment is:

@Steven Hoober, maybe you shouldn’t be commenting on this work in such a harsh, negative and unproductive way whilst at the same time linking us to the site where you are ‘creative director’. From what I can see, this work craps all over yours and from a great height, rendering your comments null and void.

Just a thought.

On Jul.13.2010 at 09:45 AM

Julio Ferro’s comment is:

Client: - Make it warmer, softer.
Designer: -OK. Let’s apply some stylize -> Round corners. :P

I love those rationales that say “we’ve done qualitative and quantitative market research”. The result always be “don’t change too much”.

On Jul.13.2010 at 09:48 AM

ocelot’s comment is:

meh.

On Jul.13.2010 at 10:05 AM

Kesha’s comment is:

I think the new identity is fresh and modern. The colored versions really stand out in comparison with the orginal logo. I’d wear the T-shirt!

On Jul.13.2010 at 10:10 AM

Ben Thoma’s comment is:

It would have been more daring and commendable if they had just left the original, iconic mark alone.

It feels like some
one at the Y needed to prove some
thing to some
one without considering any
thing else.

On Jul.13.2010 at 10:16 AM

dan’s comment is:

i really like the “flat” 2-color logos. also the black/white. beautiful, modern color palette. the shapes are easy on the eyes. gradients? really? on the business card!?! the gradients look cool against white on my monitor, but i wouldn’t bring them into the real world. maybe nice for motion graphics?

On Jul.13.2010 at 10:19 AM

Joram’s comment is:

Remove “the” i would say. i does not add anything special. I like the colourfull options this brand provides. Great!

On Jul.13.2010 at 10:20 AM

Bob’s comment is:

Great way to bring anything in to the ’21st century’ put a gradient on it and rounded corners.

The old icon outlives the new one by a mile. The crammed in ‘the ymca’ around the Y makes it feel like we are getting dumber as a society having to have ‘Click here stupid’, ‘this is a store’, ‘this is a logo’ labels on everything.

Nice colors, just like every other identity that was brought in to the ’21st century’.

Tacky and poor execution, web2 called and wants it’s gradients back.

On Jul.13.2010 at 10:28 AM

nicholas’s comment is:

Can somebody on this site please explain something to me? From my experience here and what I have observed, I would estimate that 1 in about 30 of these ‘re-brands’ are well-recieved with positive commentary. Where is all the good design at then?! It sure as hell is not among the posts who actually provide a link to their site. Every linked site I click features downright horrible work that makes the poster look like a bigger fool for spitting out their negativity.

Is the purpose of this site to trash fellow peers work on a daily basis? If so, this is no different than a rich suburban high school scene of cliques and groups that all rage against eachother.

Where is all the ‘good, well executed’ design ?!

On Jul.13.2010 at 10:29 AM

jen’s comment is:

Something about the angle of the bottom stroke of the Y makes me feel like this logo is falling over. I like the idea, I like several of the other color executions that don’t look so gradient-y, and I guess this is fine — but I really think it needed more work. The shape is just not energetic or cohesive enough for me.

I’m not trashing anybody’s design. I assume this probably went through a lot of committees and the designer’s heart was broken at least once. In the long run it’s an improvement, but not one with staying power.

Anyway…

On Jul.13.2010 at 10:39 AM

Bob’s comment is:

@nicholas the comments are proportional to the work. the work is poor quality. there is no detail or thought put in to it. also it’s aesthetically unappealing.

people dislike these rebrands because they butcher well made, balanced and thought out concepts by great artists and designers. ideas that people took the time to work on and evolved them in terms of form and function.

slapping on a gradient rounded corners is not design. its a ‘tick the boxes’ approach to a brief.

- friendly.. rounder corners
- modern.. bright colors
- youthful.. bright colors and rounded corners

well done, we nailed it guys.

bad work deserves to be trashed. this whole culture of patting everyone on the back for a minimal effort has to come to an end.

—

not really on topic but, aesthetics, balance and quality can be in everything.

http://www.thinkingforaliving.org/topics/curated
http://thefwa.com

http://116.ufc.com/#/fightcard/carwin — do you see the balance of typography, images, textures and interaction? this is well executed and aesthetically appealing.

On Jul.13.2010 at 10:43 AM

Ben Peck’s comment is:

I’d have to say that they mean’t for the arrow not to be a perfectly symmetric. It would take away from the effect of it being a slanted forward moving Y. Also I see no reason why you would consider removing the triangle in any way in the old logo or the new so that comment has no relevance. The two shapes are meant to work in tandem.

As for the placement of the “the” and the addition of YMCA they feel very awkward. I agree that the YMCA addition is most likely only for a transitional period until the official change catches on.

I really like the mark. As for the colors I think that most of them work well with exception to the green. The green is somewhat bare-able as a gradient but solid it wants to make me puke. The other colors are good. On that note I’m not sure I would were a T-shirt with any of them but most likely the mark with an interesting image masked through it similar to the 1 color examples.

On Jul.13.2010 at 10:50 AM

Joshua’s comment is:

Honestly, I’m on the fence as to whether I like this or not. On one hand, the old logo was in need of an update but on the other, the old logo was iconic and very well recognized. I’m not sure if the new logo will be able to stand the test of time the way the old one did. The bubbly shapes coupled with the gradients seems too trendy to me to make this logo really last over a long period of time.

I do agree that “YMCA” needs to go and think that the “the” could be workable in another position, perhaps higher/slightly larger.

Also, I haven’t seen anyone else mention this, no one else immediately sees FILA in this logo?

On Jul.13.2010 at 10:53 AM

David Timmerman’s comment is:

Oh, so many things wrong here:
• Placement of the ‘the’ - it feels too low. Plus, why do we even need ‘the? Everyone calls it ‘the Y’ anyway, so I think the logo should stand without it, only add it when doing advertising.

• The corners - There are no corners, as everything is rounded to a nice, safe edge. No worries about cutting yourself here. It seems just a bit too round. They don’t have to be sharp, but how about sharper?

• Mismatch of cases - So ‘the y’ is all lowercase, but YMCA is uppercase? pick one and stick with it.

• The cloud - Obviously, someone is worried that we won’t recognize this is for the YMCA, so they had to tack that along the side. Along with the TM, it just looks like garbage floating around. And since we are all concerned about faxing, won’t that just look like dust on there? Plus, the logo is the first letter in the name, right? Shouldn’t there just be a variation that adds the M-C-A to it?

• The black and white - Why do designers seem to want to avoid anything from our older logos. I think it would have been great if on the b/w logo the triangle would have been open, just like the previous one.

BTW, I see chevron, not arrow on the longer portion of the Y

On Jul.13.2010 at 10:55 AM

ap’s comment is:

Why do people feel that updates require decimating the original? The classic “Y” is so strong, sad to see they put Jolly Ranchers in its place.

On Jul.13.2010 at 10:55 AM

Mads Jakob Poulsen’s comment is:

Why?

On Jul.13.2010 at 10:57 AM

PaulaS’s comment is:

Dialed this one in Siegel+Gale?

hang ye heads in shame.

This is embarrassingly poor, no question.

On Jul.13.2010 at 10:57 AM

M’s comment is:

@nicholas: well said.

@bob: ‘bad’ work as you perceive it does deserve to be trashed but not, in my opinion, when this someone is patently incapable of doing a better job. Sure everyone is entitled to their opinion but to paraphrase Orwell, “All opinion is equal, but some is more equal than others.” People need to have a sense of perspective in their criticism.

On Jul.13.2010 at 10:59 AM

Stormchild’s comment is:

It’s a bit more interesting than what they had before, but they’ve tossed out any hope of brand recognition. The “YMCA” placed along the ‘y’ descender looks positively amateur. The rest is tolerable, I guess…since nobody cares what the Y looks like anyway. A missed opportunity to do something better, but I assume a client like this would meddle with anything you design until it looks like…well…this.

On Jul.13.2010 at 11:23 AM

Ian Morrison’s comment is:

Just compare the effort shown here to the recent girl scouts re-brand. What a contrast.

I really hope this gets a royal and well deserved bollocking by the BN readers.

Just not good enough for an esteemed agency like S+G

On Jul.13.2010 at 11:25 AM

Joel Felix’s comment is:

There was definitely a lot of brand equity and recognition with the last logo, but I do feel it was time for and update. Although, I’m not sure this solution fits the bill. The original black & red color palette is completely missing and the new color palette seems like to much of a deviation. Compositionally it feels unbalanced with the addition of “the” and the “ymca” carelessly attached to the side of the “y.” Again, I feel it was a much needed refresh but, could’ve done better.

On Jul.13.2010 at 11:38 AM

Kevin’s comment is:

I think the re branding of “the Y” was a phenomenal idea and a definite improvement on the previous brand image. It makes a dull and dated image fresh, new,and modern. I’m not sure I’m in love with the gradient choices. I wish our firm would’ve gotten a shot at it.

On Jul.13.2010 at 11:41 AM

Mark Shipley’s comment is:

As a long-time volunteer at the Y, I’m having a hard time with the idea and timing of a rebrand. The Y’s mission is to serve the underserved, and to help pay for this, has been slowly migrating its business to the suburbs in search of paying customers and donors who can help support their mission. Considering the times, the increased needs of their “mission” customers, and the fact that a total rebrand of 2,600 facilities in the USA will cost millions in signage alone, I don’t understand how whoever was behind this rebrand got the Y’s administration and board to approve such a misplaced expenditure. It’s a crime.

As for the logo, its forgettable. The old logo was strong, simple, and has decades of equity. It was designed in a time when simple was enough to stand out, and it still achieves this. It’s sharper than the new (the ymca is not sears), but it reminds us of the real mission: helping the underserved communities (many in the hard, inner city). The new logo looks like the suburbs, carefree and far away from the grit of city living. Its just not representative of the true mission.

The addition of the “the” and the “ymca” is unnecessary and reeks of approval by committee.

And giving up the ® for a ™ seems like a move backwards. I’m just sayin’…

On Jul.13.2010 at 11:46 AM

jason Parry’s comment is:

The “The” and the “YMCA” writing should have been like lined up and/or the same size or something they are just sprouting randomly. The “Y” itself is super modern and attractive

On Jul.13.2010 at 11:51 AM

O.C.D.’s comment is:

@Mark Shipley:
A name or logo needs to go through a lengthy approval process to be officially registered as a trademark - sometimes more than a year. As soon as the application is filed with the USPTO, the “TM” may be used, but the ® can’t be used until the process is complete and the trademark is registered.

While the YMCA name is certainly a registered trademark, neither “The Y” nor the new logo are. Give it time and you’ll see the ®.

On Jul.13.2010 at 12:01 PM

Pat’s comment is:

There is a bit of spacing quirks with the logo, but all in all the color selections work very well with the soft,round, simple shapes and this clearly shows their effort to bring a more playful, youthful, and inspiring tone to the visual identity. (where as the previous was rigid and heavy).

Also, as a holistic re-brand, siegel+gale did an excellent job as all brand elements resonate with with consistency across the board from visual identity, to brand voice, to strategy.

I want to play at the “Y” again.

On Jul.13.2010 at 12:11 PM

Pat’s comment is:

Oh - and I like the flat colors WAY better than the gradients. The Y is not a booming web 3.0 company, it is a community, health, and wellness non-profit.

On Jul.13.2010 at 12:14 PM

Alex Parisi’s comment is:

Ah man, if only that “Y” can fly solo I would fee a lot better about this redesign.

On Jul.13.2010 at 12:23 PM

Spencer Chow’s comment is:

It’s not perfect, but it’s a nice update. I’m sure the “YMCA” was at the client’s insistence (that said perhaps it could have been integrated better).

I like how the metamorphosed Y looks like it’s about to dive.

On Jul.13.2010 at 12:41 PM

Old Fart’s comment is:

What happened to picking colors? Pick a pair of colors and own them. Coke. WalMart. Target. McDonald’s.

On Jul.13.2010 at 12:41 PM

Mongoose’s comment is:

43 years since the last logo, and it’s definitely time. The old logo looked staid and dated, and this new one…

Agreed it’s a stronger mark in black and white, where it has the feel of a Nike, and Adidas or Reebok; innate athleticism to the mark. I think the purple/red combo is decidedly the strongest of the colors and harkens best to the former logo; the rest look just like fiddly color-wheel extensions. The flat-color logos, alas, look stuck in 1982.

I’m probably one of the few who think the small ‘YMCA’ tag is a good thing; it further links the new Y with YMCA, not that it needs too much. As for ‘the’, though.. it feels a little tacked on. I’d personally like to see ‘the YMCA’ as the side-tag, and skip the whole ‘The Y’ notion, even if.. that’s how people refer to it.

Unlike Radio Shack’s “The Shack”, this is a shortening akin to International Business Machines focusing on the IBM.. it’s just becoming what they already were. Good show all around, and it’s quite 21st century.

I give it an A- , for a little oddity on the ‘the’. But a substanial improvement.

—Mongoose

On Jul.13.2010 at 12:43 PM

nick’s comment is:

It’s sporty, I’ll say that much. Wreaks of committee decision making (that being complete inability to do so). Colours are nice, but too many of them. The original logo was dreadful, and when you evolve dreadful you get updated dreadful.

All in all, fail. But really, who fucking cares?

On Jul.13.2010 at 01:00 PM

Steve’s comment is:

I agree on the comments, about how the YMCA seems tacked on - but I predict they’ll remove it within a few years’ time - which was probably the intention all along. Get people familiar with the new logo as it is, then let the Y stand on its own. If that happens, I think they’ll have a stronger brand, though this is one rebranding that seems successful overall.

On Jul.13.2010 at 01:03 PM

Kimberly Otsuka’s comment is:

I am always hesitant when a brand changes a logo that they have been known for. People could easily recognize the Y before the change, why fix something that isn’t broken? Now it seems that The YMCA is trying to become more fashionable and trendy. They are not trying to sell clothes. I especially feel that they are trying to become trendier with all of the color options. At least if you’re going to change your logo stay close to the original colors. Don’t go crazy with pink and green, etc. I personally think logos should stay true to their original form because that is their identity. That is how customers imagine the brand. I understand that it is good to update and change things but not too drastic.

-CKR Interactive Intern
www.ckrinteractive.com

On Jul.13.2010 at 01:06 PM

Alex’s comment is:

While I think the new logo is a good update on the previous one, there is still some room for improvement. I agree with many others that ‘the’ needs to go or be moved upward - it’s awkward in its current position. I love the new color palette, which relates much better to the Y’s audience and what the Y is and stands for. However, I think the gradients should be ditched.

Overall I think siegel+gale did a great job updating the brand and bringing it into the present.

On Jul.13.2010 at 01:07 PM

Melanie’s comment is:

The more I look at it, the more I like it (kind of a whoaaa factor at first). I do agree though with what a lot of people seem to be saying: the simplest renditions are by far the strongest.

A question from a design student to professionals: how common is it to have multiple color options? What do you think about that—more flexibility or less brand recognition?

On Jul.13.2010 at 01:18 PM

Seth White’s comment is:

I don’t want to be too critical since these are just my opinions and I think there are plenty of good ideas here. I think it’s going in the right direction, but it’s unfortunate that it didn’t make it. Perhaps it’s because it’s design by committee.
I’d like to have seen a symmetrical arrow, and I agree the gradients aren’t all that needed. I’m fine with the rounded corners, but losing them would probably be my preference. I think the color palette could be looked at, since candy colors (while optimistic and cheerful) don’t necessarily say YMCA to me. I agree with those who say “the” and “YMCA” could go away and that would help the design.

Overall though, it’s a design I can live with. I’m certain some of the earlier versions were nicer, before someone with little design background dictated executional revisions.

On Jul.13.2010 at 01:18 PM

Stuart’s comment is:

What a terrible idea. The old Y was simple, recognizable, and still held up design-wise.

Way to trash decades of brand equity.

On Jul.13.2010 at 01:20 PM

Andrea’s comment is:

The Y in my city is where quite a few close-to-homeless men live. I’ve been asked for money by panhandlers on a couple occasions. Our other Y is in the “bad” part of town, where I wouldn’t feel safe even driving past.

It’s interesting from those who said this new logo is trying to project a “suburban” vibe, or a young vibe. It certainly does…the logo looks nothing like how I would associate it with the Y’s in my town. Good? Bad? I guess we’ll find out.

ps hate the gradients :)

On Jul.13.2010 at 01:25 PM

Monika’s comment is:

I agree & think the B&W 1-color versions work the best. I don’t see the color variations to be much of an organized system. It seems like it’s a “whatever colors you want to use, go for it” type of situation. Maybe if they had one base color with the secondary color as the variable?

Anyway, I would prefer just the Y mark alone. But I understand why they are using “The Y” since that’s what everyone says. I don’t know. I still like the old one!

On Jul.13.2010 at 01:58 PM

grubedoo’s comment is:

Sorry, I dozed off after, “… extensive qualitative and …” zzz.

On Jul.13.2010 at 02:11 PM

Canistel Design’s comment is:

i like it.. only thing really is that i think “the” could have been placed better to make it more cohesive

On Jul.13.2010 at 02:16 PM

Anthony Lane’s comment is:

What in the hell is going on with the type on the new mark? Does anyone know?

On Jul.13.2010 at 03:36 PM

Mark’s comment is:

NHNNNNNNNNNNNOOOOOOOOOOOOOOOOOOOOOOOOO!!!!!

not this one too! damn it that was one of my favorite logos!!!!!

as for the new one it’s ehh not great not bad just ehh pretty forgettable.

sigh.

On Jul.13.2010 at 03:43 PM

Milo’s comment is:

Reminds me of Avid

On Jul.13.2010 at 04:04 PM

Mark’s comment is:

After taking a second look I like it in purple and red, and doesn’t look terrible in black and white.

On Jul.13.2010 at 04:14 PM

Ronlewhorn’s comment is:

wish they would leave off ymca for most applications. “The Y” is plenty to get the point across. LA Gear Color palette might not have been the best choice either.

On Jul.13.2010 at 04:16 PM

Ronlewhorn’s comment is:

On Jul.13.2010 at 04:19 PM

Lance’s comment is:

Check out the 1897 logo in the logo history pdf. Is it not incredibly ahead of its time? I have doubts that this was actually created in the year 1897?!

On Jul.13.2010 at 04:20 PM

Mac’s comment is:

The fonts aren’t the same but the large “the” and “YMCA” make me think LACMA

http://www.lacma.org/collection/index.html

-maybe it is just me..
And as a former YMCA member, I disapprove.

On Jul.13.2010 at 04:49 PM

GUS the Gamer’s comment is:

good, Ive always hated that pointy logo

On Jul.13.2010 at 04:49 PM

Bb’s comment is:

I can understand the business need to update the logo, but not at the expense of losing key visual elements that made the “Y” logo the only “Y” where I go for swimming lessons, like Armin remembers.
Too many colors - the b/w works the best.
Weak and misplace type for “The” and “YMCA”.
Gradients only hurt it.
And I wonder why they felt the need to make the logo so big on the screened T-shirts?
It has been ruined.

On Jul.13.2010 at 05:06 PM

Mark’s comment is:

I’d like it much better if they kept the triangle open instead of closed.

Overall not a bad logo they need to dump the little “YMCA” it’s not helping the logo at all.

My favorites is the black and white solution it really shines there. I’d wish they had some kind of limit on the colors though they’re out of control.

On Jul.13.2010 at 05:28 PM

Cory’s comment is:

I’m not a student. I’m just kind of interested in branding, as it affects us all. I really wish they hadn’t done this. The logo looks great as a classroom piece that isn’t meant to see the light of day in the real world.

However, I hate that the logo can now appear in so many colors. I think that weakens the brand a bit, and makes it blend in too much. I don’t remember so many color combos for the old logo.

Also, I’m a bit confused, but some other article gave me the impression that “The Y” was the only official name, now. As in, it’s no longer Young Men’s Christian Association. If so, then there would not need to be “YMCA” written on the logo.

I dunno. Not a great job rebranding, IMHO, but maybe over time I’ll be OK with it.

On Jul.13.2010 at 06:05 PM

Mark’s comment is:

After a couple of looks I LIKE it, the old one was cold and stodgy this new one is fresh and youthful and little bit futuristic. WELL DONE!

On Jul.13.2010 at 06:05 PM

liz Roose’s comment is:

think it’s terrific

On Jul.13.2010 at 06:31 PM

oto’s comment is:

Why this is bad:

1. Web 2.0 rounded corners and gradients.

2. The scale relationship between each elements is inharmonious. ‘Y’ is too big, the ‘the’ is too small, the mincey ‘YMCA’ is apologetic.

3. Lock-up of ‘the’ and ‘y’ is too loose.

4. Whole logo is toppling to right, because the center of gravity (the arrows point) is too low.

5. It’s ugly (in an uncool way).

6. The colors: default, straight from the Adobe Illustrator palette.
The Apple iMac ‘flavors’ concept is so played, have mercy!
http://www.2-free.net/image/mac-flavors-wallpaper-91739.jpg

Sorry, but this is very poor work.

On Jul.13.2010 at 07:29 PM

Tez’s comment is:

I quite like it although I don’t think it needs “the” at the front. The logo is iconic enough to stand alone. With the subtext YMCA as they’ve used. Personally I feel the “y” graphically represents the notion of moving forward and upward and onto a brighter future. I can’t think of a better solution for such an organisation, particularly since the old logo has been around for so long it means its not too much of a departure from what its previously represented only now I think it more clearly represents its core values.

Great job peoples!

On Jul.13.2010 at 07:37 PM

John’s comment is:

Would it be so horrible with just “Y”. “The Y” sounds so pretentious, it cracks me up. It’s YMCA dude, it’s not the MoMA.

On Jul.13.2010 at 07:44 PM

Mark’s comment is:

oh great here we go again more negative criticism… someone saying the old logo was better in 3…..2…….1…….

Typical stubborn, mental design speak.

You’re gonna say it “sucks”, “it’s bad”, damn this is getting predictable, does ANY of you have an open mind? ANY?

Or do you like throwing the designer under the bus for egotistical satisfaction?

Do you have ANY thing to say besides “it’s bad” I wonder could YOU do a better job on it than was done, be HONEST.

And saying it’s ugly is a cop out, that is decision based on aesthetics.

You just love to be pissed off about new logos, don’t you?

On Jul.13.2010 at 07:45 PM

Mark’s comment is:

BTW the previous post was in response to oto’s post sorry for the confusion.

On Jul.13.2010 at 07:48 PM

Jay Sabicer’s comment is:

It looks like it’s jockeying for acquisition from facebook, using the same typeface. I’m surprised I am the first to point that out!

It’s an improvement from the old black/red thing they’ve had for 40+ years, but not much.

On Jul.13.2010 at 07:49 PM

Monika’s comment is:

I like @Ronlewhorn’s execution. If you’re going to call it “The Y” commit to it and don’t include the identifier YMCA. I have to say it’s starting to grow on me more since this morning. Still not crazy about the colors, though.

On Jul.13.2010 at 07:57 PM

Vin¢’s comment is:

The rebranding has called new attention to an old organization. Dropping the “MCA” drops both the perceived gender and faith constraints. Good so far.

I do have to admit difficulty not seeing the FILA logo at every viewing, and five colors (plus the b/w lockups) are too many. (It’s just like corporate types to color-code their own departments.) The “Yield” sign isn’t helping anyone, and gradients + rounded corners make it look like step 3 of a mid-’90s web button tutorial.

Definitely an jump in movement over the sharp, rigorous black/red old Futura logo, but arranged oddly. The “the” isn’t just too low, it’s unnecessary, as is the rotated “YMCA” at the bottom. The weight of the logomark itself stands on its own.

On Jul.13.2010 at 08:45 PM

Mr Miyagi’s comment is:

It still looks like a martini glass to me.

On Jul.13.2010 at 08:57 PM

carlson’s comment is:

@Jay Sabicer, no one pointed out they’re using the same typeface as Facebook because they’re not.

On Jul.13.2010 at 08:58 PM

Tyler’s comment is:

Well…this is different. I’m not quite sold on the “y” getting the chevron arrow treatment. Re-adding the diagonal YMCA after the “y”, as others have noted, seems forced and off. I like Ronlewhorn’s version better.

To the people who say this is the same font used for the Facebook logo, it’s not. Facebook is set in Klavika, one of my favorite typefaces.

On Jul.13.2010 at 11:07 PM

da5id’s comment is:

The ’90s called; they want their logo back…

On Jul.13.2010 at 11:20 PM

santiago orozco’s comment is:

I prefer bw, It will give you more freedom to exploit all other media

On Jul.13.2010 at 11:28 PM

C & J’s comment is:

I like the new look! Growing up going to the Y and working through school at a local facility, it seems much more in touch with the current vibe. It definitely needed to be re-branded, and the new logo will relate much more positively with the clientèle.

The old Y makes me think of panhandlers; I actually have negative connotations from the previous brand.

Overall, a vast improvement. Hopefully the public, and the client, will think so as well.

On Jul.14.2010 at 12:31 AM

Kellie Schroeder’s comment is:

This one’s tricky.

Sometimes a logo has such a history…that even if it’s kind of gross, we have “grown accustomed to it’s face.” It takes a lot of serious contemplation before changing a mark with that kind of history.

That’s where killer branding comes in.

Reinventing, refreshing and making the brand relevant is where the Y really needs to focus their attention. I’m not sure whether the mark has to be redone…it needs to be “re-invented”.

I’d love to see how the mark lives and breathes over time. You know…how it works beyond a “business card and t-shirt (we all know that a brand is much more than that).

Let’s see it expand into it’s environment. Let’s see it develop a culture…beyond the BS “logospeak” of the press release (…”“the Y,” is set in a variety of color combinations to symbolize the diversity and vibrancy inherent in the organization and its communities.”) Puh-lease.

If color represents diversity…well…that was easy. Give me a check and let’s call it a day.

Brand it…don’t just redesign it.

On Jul.14.2010 at 12:35 AM

Joe S’s comment is:

Those of you who never learned anything about design from actually implementing a branding campaign and seeing the results need to appreciate this logo in the context of history (and, in case you didn’t know, ‘history’ doesn’t mean the amount of time you’ve been paying attention to design). I suspect this is not the vast preponderance of Brand New’s readership, but I see some suspect comments.

I have to say, it’s a shame that there are still people who don’t understand the difference between “trendy” and “contemporary”. If gradients were easily replicable 50 years ago, this logo could’ve been designed back then. Rounded edges are not exclusive to “Web 2.0”. Mixing cases isn’t a problem in a LOGOTYPE. It’s only a problem in headline-style type. Learn your rules of type, friend. All logos look a little bit like other logos when they use TIMELESS design techniques. The word is ‘classic’, I believe.

I think using “the” is great, just not how they’re using it here. I would just drop the “YMCA” to further emphasize this embracing of the colloquial usage.

On Jul.14.2010 at 02:42 AM

Nina’s comment is:

Wow - I thought maybe this was a joke post when I first saw it - it looks like some 10 year old kid made it to post to 99 designs. It’s a real stinker. WOW. I can’t believe how awful it is. So clunky and unbalanced and awkward.

On Jul.14.2010 at 06:29 AM

Chris’s comment is:

This is a terrible change. The older YMCA logo was one of the most widely recognized logos by all ages. I think the review of the Girl Scout logo a couple of weeks ago shows a great way to retain your history and make minor adjustments to optimize it’s presence in today’s world.

The old logo could have easily been adjusted to retain it’s iconic structure but make it a little more people friendly. I’m sick of seeing large organizations making drastic changes to their identity just for the sake of change. This new version is way too trendy and way too unforgettable to retain itself for any period of time.

The idea of “the Y” is great, but creating a mark that will knowingly be changed down the road is incredibly irresponsible. The YMCA is a not for profit and having been a member myself for many years I hate to see the money being spent on unneeded brand changes down the road. That’s not saying it wasn’t in need of a minor update.

Summary - loss of all brand recognition, boring, bland and unforgettable.

On Jul.14.2010 at 08:28 AM

Fabrizio’s comment is:

“when they use TIMELESS design techniques. The word is ‘classic’, I believe.”

Oh, pulease!

It’s a toad of a logo.

On Jul.14.2010 at 10:49 AM

Brian ’s comment is:

I think they had great intentions…but you know what they say about those.

Looks unbalanced to me. “The” looks tacked on to rectify this. Not terrible—but not good either.

If it ain’t broke, why fix it?

On Jul.14.2010 at 11:54 AM

Jason’s comment is:

agree that the “the” looks tacked, it’s not needed. what’s with the little ymca on the side. hopefully there’s a lockup or standard for that to scale for small use.

no sir, don’t like it, would be better with just the “y”

On Jul.14.2010 at 02:26 PM

Mog’s comment is:

I like it. More than the old logo, which just looked…old.

The main change, getting rid of “MCA” was long overdue, and it’s painfully obvious that it’s only included in the logo as a (hopefully temporary) recognition measure. “The Y” has been the communicative name anyways, and the “MCA” part is just confusing, especially to people who aren’t M or C. Why they kept it as long as they did, I’ll never know.

“The Y” reminds me a little of The WB, and now The CW, two brands that are also (sort of youth-focused, as The Y seems to be trying to be.

The logo is pretty predictable but, with the exception of the tacked on “YMCA” bit, I like it. The gradients are gratuitous, but they’re not, like, logo-destroyingly bad.

I think the new logo will help The Y remain relevant. Will it age? Of course. But the old logo already had.

Just IMO.

On Jul.14.2010 at 05:06 PM

loren’s comment is:

like the version black and white…the others…i really don’t know.

On Jul.14.2010 at 08:04 PM

Glenn ’s comment is:

Y?

On Jul.15.2010 at 12:37 AM

Kat’s comment is:

It’s ugly.

On Jul.15.2010 at 10:37 AM

erin’s comment is:

Hate it! If the word THE was in caps rather than lower case at least it would look like the stem of an arrow. Why do the shading to create bubble letters? What trend is that playing off? This logo wasn’t broke, and now the fix made it worse.

On Jul.15.2010 at 11:37 AM

SIMON’s comment is:

I agree with Erin, WHY??? The older logo is universal and general.
What are you getting cute for with the color combos. I know one thing, creating the(electric)signage for this is going to be a nightmare and costly. Something(A FEW)graphic designers don’t take into consideration. Now you have to fabricate two separate metal cabinets, unless you keep it under one box with all the wasted white space.

On Jul.15.2010 at 12:50 PM

Mark’s comment is:

The variety of color is killing this brand if there’s not limits than what are the acceptable colors any colors? WTF? and why the hell are they leaving out the colors of red and black, is that not “colorful” enough?

I wish they kept the triangle open it’s lost it’s representation of mind, body, and spirit. I swear when I first saw the red lined triangle I immediately thought “yield sign” XD

The old logo was old but it worked, this new one is trying and trying so hard to be it’s replacement,but it falls short.

Really what was bad about the old logo? seriously give me an answer. and don’t say it wasn’t “fun” enough that’s a cop out.

On Jul.15.2010 at 03:25 PM

brownstone’s comment is:

If they are now officially “The Y”, then why the “YMCA” lamely placed along side the Y?

On Jul.15.2010 at 03:33 PM

Mark’s comment is:

Okay it’s not that bad well at least it doesn’t look horrible in b&w I’m experiencing cognitive dissonance with this logo,uggh so frustrating!

still they should have kept the triangle open.

On Jul.15.2010 at 03:43 PM

Robert Goodman’s comment is:

Yeah, this is pretty bad.
The YMCA is such an afterthought, I can’t believe the designers are even slightly embarrassed by its inclusion.

The color options seem pointless.

This is one for the worst of 2010 list.

On Jul.15.2010 at 11:18 PM

Lucy’s comment is:

I didn’t know what the YMCA actually stood for and though I fear the inevitable irrelevance of the Village People song, I like the reason for the name change. I’m a loud cheerleader for diversity so I love that the Y feels more inclusive. But I’m not a big fan of the execution of the logo. The gradient, the rounded corners……it’s not a timeless logo. I’m pretty sure the Y will be looking for a new logo sooner or later.

On Jul.16.2010 at 03:19 AM

Owen Jones’s comment is:

Interesting rebrand. I quite like the shape, you can see the forward motion implied by the arrow graphic that makes the stem of the Y, but in my opinion it seems a tad unbalanced, like it’s falling over? And like many people who’ve commented here, the word ‘the’ seems aimlessly plonked and doesn’t add to the overall composition.

Some positives but doesn’t fully hit the mark for me I’m afraid.

On Jul.16.2010 at 03:45 AM

Christian Jackson’s comment is:

Glad to see they are making a change. The new look speaks volumes to the youth. Though they have accommodated all ages, they original started the organization for the kids. Glad to see they are going back to their roots.

The lower case (y) with the arrow seem appropriate. Feels more athletic. However I do feel they could have lessened the roundedness of the logotype. It’s pushing the edge of being geared toward babies. It almost seems like an off-shoot YMCA brand for tiny-tots. I understand that they want to make it look fun, but sends a different message when it starts to look playful.

The only thing that I have to say I hate is the angled typesetting of the (ymca). It seriously throughs off the asymmetrical balance. They may have been better off creating two types of logos. A word logo and an emblem logo. Besides. The YMCA has merchandise where the logo is printed on objects as small as a pen or a pencil. I don’t think the tiny text will hold up to dimensions that small.

All in all, it’s good start, but could use a lot of refining.

On Jul.16.2010 at 09:23 AM

qwertyale’s comment is:

y is a hard type to make logos.

On Jul.16.2010 at 04:42 PM

Ivan Gulkov’s comment is:

Something irks me about the stem of that “y”.
I can’t look at it without cringing.

On Jul.16.2010 at 06:05 PM

MSGDS’s comment is:

“the” bothers me because it sticks out like a sore thumb, why even making it as part of the logo? I don’t care for the different color renditions, so my preference is the b/w version. As far as the shape of the “Y”, I think it’s a good improvement.

On Jul.17.2010 at 03:29 PM

Mark’s comment is:

I tried to see if an open triangle would work, so I cut and paste the old triangle on the new one, the result it looked butt ugly. Now I know the reason they went with a closed triangle, and open triangle would look disastrous with the new logo.

I’ll post a pic to judge for yourself, note it’s not perfect the alignment of the triangle is a bit off, but you get the basic idea.

http://yfrog.com/2gthenewyopentrianglep

On Jul.17.2010 at 04:19 PM

Santiago Alcolea’s comment is:

I am ASTOUNDED Siegel+Gale designed this.

It’s just so average, bordering on amateurish.

Agree with some comments above, one of the years worst.

On Jul.17.2010 at 04:39 PM

Lenny Allan’s comment is:

I have been involved in the YMCA of Ireland and England for 25 years and we always use the full initials as it speaks of the history that this great organisation has had since 1844.

I personally do not like the idea of using “Y” either with “the” or not.

I appreciate the YMCA is a worldwide organisation and each country can decide when and how it will make a new “mark” “logo”.
All I ask is that you remember that you are part of a worldwide organisation and some countries like to be reminded of the history because the history and the stories creates the culture in which the YMCA operates

Keep the YMCA alive whatever you do, but dont lose its history.

And remember “It is more than a song”

Lenny

On Jul.19.2010 at 09:24 AM

xxl’s comment is:

I like it so much so that I want to stuff it into a zip lock bag along with my head and just breath in it’s dewy moist goodness. Eat at…the Y.

On Jul.19.2010 at 11:56 AM

Dan’s comment is:

I’ve tried to take a step back and let it sink in for a few days, and I think it’s overall a positive change. Certainly the gradients and the addition of “YMCA” could have been left out, but when seeing the application of the mark, the colors as well as the minimalistic design approach and the use of abundant white space really do help project a positive, forward-moving, and diverse message.

I hope to see “YMCA” drop in the near future, but I think this rebrand will serve them well in the long run.

On Jul.20.2010 at 05:03 PM

Dan’s comment is:

Oh, and does anyone else have a very difficult time not thinking of Facebook when looking at the logo and type?

On Jul.20.2010 at 05:04 PM

Chris’s comment is:

The original version looked so unfriendly, so I like the new one aside from a few nitpicks that others have already addressed.

On Jul.21.2010 at 10:01 AM

_Coreails’s comment is:

@Nichaolas

You speak the truth.

On Jul.21.2010 at 04:43 PM

Juana’s comment is:

I must say the best part of the Y redesigning their logo is what you have to say about it, more in particular your wonderful story about your discovery of the hidden “christian” name in the YMCA. Haha it was excellent, thank you.

Now, the execution looks like another cheesy logo, chevron style completely agreed 100%… its boring and flat. The colors are very toys r us and its just overall very blaaaa boring, it sparks no interest. But one thing I would like to say is that I love the Y and the communities around it. Its a sweet athmosphere and the Y makes me happy!

Thanks for sharing.

On Jul.22.2010 at 11:32 AM

Dick’s comment is:

Lenny Allen is spot on! As a career YMCA staff member I agree with him and some others. Many, however, remind me of the “Six Blind Men and The Elephant”. From their comments I doubt if most are even familiar with many facets of community need local Y’s address. For instance, The Y was an exclusive Christian fellowship of mostly middle class young men for practically the first fifty years of it existance. Youth didn’t enter the picture until the latter half of the nineteenth century.
Those who wish to see the M and C gone need to answer the question, “With that name why is it that over half of American YMCA members are now women? Why did the young Jewish man feel welcome? We hosted a young Muslim exchange student for a year. He participated in our local YMCA regularly during that time.Our symbol is still one of the most recognized logos in the world because the YMCA consists of a federation of community based groups who draw their mission out of the needs of the communities they serve. Without that inane cartoon logo, USA YMCAs have enjoyed unprecedented growth. So why now? I guess because we have a new National CEO who burns to put his stamp on his administration and turn our backs on the rich history that brought us to be one of the largest NPOs in the world! We serve everyone because we are a welcoming fellowship engendered very much because our religious roots. We grew because of those intentions and not because of our branding.

On Jul.24.2010 at 08:06 PM

Tim Miller’s comment is:

@ Dick

Ah, now it becomes more clear. You have a new CEO who wants to put his ego, uh, I mean, stamp on everything and throws away the past. Yeah, beware those kind of CEOs/bosses. I think he’ll be remembered all right. :-(

On Jul.26.2010 at 10:21 AM

Debra V.’s comment is:

Since there is a new CEO, what internal differences or upgrades are being made. If I pay membership,does the monies support any religious entities and/or are there religious undertones which are being supported by membership monies? Are any changes in this regard? Please respond back in this regard to the New “Y”. Thank You

On Jul.30.2010 at 10:40 PM

A D Vince’s comment is:

The “Y” as it now called apparently has a new CEO. What if any internal changes are being made? If I pay into membership does any monies paid go to or support any religious organization in any way or have religious undertones ; I’m interested in that aspect. or does the membership monies just used to support the staff/ equipment upkeep/building/supplies/utilities? Please give me detailed information. I greatly appreciate the insight on the matter. DAV 7/30/2010

On Jul.30.2010 at 10:52 PM

taelor’s comment is:

I find their revision to be absolutely hideous on it’s own, not to mention compared with the past version.

There’s not a unique branding for the ‘Y’ and to add insult to injury they’ve added a poor use of gradients to make up for bad design.

It’s disgusting how agencies get away with this!

On Aug.04.2010 at 01:01 PM

Slurpee Machine’s comment is:

Winnipeg ended up being named the Slurpee Capital of the World for the 11th occasion consecutively in 2010.

On Aug.06.2010 at 06:06 PM

tommy’s comment is:

Just wanted to reiterate my favorite comment from “Bob” because everything else has already been said repeatedly:

Bob said:

- friendly.. rounder corners
- modern.. bright colors
- youthful.. bright colors and rounded corners

well done, we nailed it guys.

bad work deserves to be trashed. this whole culture of patting everyone on the back for a minimal effort has to come to an end.

…and I couldn’t agree more. minimalism does not mean minimal effort. this looks like it was created with Logo Design Studio 2.0 for Windows XP.

This is almost as bad as the HP “button” logo that came out recently.

On Aug.10.2010 at 02:02 PM