YWCA to Launch New Look

The more things change, the more they stay the same.

The YWCA has been dedicated to its mission of eliminating racism and empowering women. During the last 145 years, the organization has grown to become a vibrant force in more than 110 nations, serving more than 25 million women and girls around the world.

And while the YWCA continues to maintain its unwavering commitment to this mission, the time has come for a fresh look.

That’s why over the past year, with the help of a national marketing firm, the YWCA has worked on rebranding the organization on both the national and local levels. Over the next few months, a new logo will appear in the YWCA correspondence, literature and national advertising.

"We’re very excited about the new look and the opportunities it will provide the YWCA to dramatically increase and enhance the understanding of our mission," said Rebecca A. Hall, YWCA Greater Lawrence Executive Director. "Our commitment to eliminate racism and empower women will remain unchanged. This new brand simply places those hallmark initiatives at the forefront of the organization and will help us grow our local and national visibility."

The YWCA will launch the new brand campaign nationally in April 2004, utilizing both advertising and public relations activities. Included in the change is a new logo. The previous stylized "Y" will be replaced with a mark that highlights the organization’s hallmark programs with the YWCA name, making it easier to connect the two and deliver a clear message.

That message includes two main aspects. Most people are familiar with the YWCA mission of empowering women. By bringing strengths together in its local associations, the YWCA makes an impact in communities throughout the U.S. by helping women realize their full potential.

However, many are less aware of the YWCA commitment to eliminate racism.

The process sought the input of more than 300 local associations and countless individuals. During that time, YWCA representatives partnered with a strategic brand-consulting firm, to take an in-depth look at who the YWCA is and what it stands for.

"Our brand speaks volumes about the YWCA as an organization and its members," Hall said. "It communicates an activist energy and signals the unique importance of local YWCA associations that are connected through a unified national organization."

And that is exactly what the YWCA hopes to accomplish through the new brand.

"When the local associations are linked through a common national agenda, the collective power has the clarity, focus and muscle to empower all women socially and economically," Hall said. "From the grass roots to Capitol Hill, the YWCA can inspire girls and women to use their personal power to be strong alone, and fearless together."

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