By AARON MUELLER
Niles Daily Star

A new branding strategy unveiled by the YMCA Monday will change the nonprofit organization’s logo and its official name to “the Y.”

The brand strategy is the result of more than two years of analysis and research and will focus on three core areas: youth development, healthy living and social responsibility.
Bret Hendrie, the executive director of the Niles-Buchanan YMCA, is excited about the changes to the organization’s marketing.

“We will have the same programs and services,” Hendrie said. “But we are changing how we talk about ourselves.”

Hendrie said many people in the area don’t know the impact the YMCA has on the community.

“We are one of the largest non-profits in the country and people don’t know what we do as an organization. Many people do not realize that we’re even nonprofit,” he said. “The strategy is to increase the understanding of the impact our organization makes in our communities.”

The new logo was designed to “reflect the vibrancy and diversity of the organization,” according to a press release. The Y’s former logo had been in place since 1967 and was the organization’s sixth since inception.

Hendrie said implementing the new brand strategy and logo at the Niles-Buchanan YMCA will be a slow process.

“Obviously there is some frustration due to the brand new building with old logos,” Hendrie said, referencing the building finished in 2006. “But we have to be willing to accept change and deal with it positively. These changes are a big positive.”