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Brand is NOT a logo, tagline or ad campaign.
Brand is: • what we stand for• how we think, act and communicate• the experience and impression our members/community have of us
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What is/isn’t changing?
NOT changing• Our mission• Our emphasis on
Christian principles• Core
programs/services• Membership
rates/policies (i.e. AWAY)
Changing• How we talk about
ourselves/act as a non-profit, cause-driven organization
• No longer use the tagline “Strong Kids, Strong Families, Strong Communities”
• Character Values• The logo
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BRAND COMPONENTS
Voice
Architecture
VisualIdentity System
VOICE Our communication
VALUES Our behavior
How we will talk about ourselves
PROMISE Our cause
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Our Promise/Cause
• The YMCA is a powerful association of men, women and children of all ages from all walks of life joined together by a shared passion: to strengthen the foundations of community.
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Our Values
CARINGShow a sincere concern for others
HONESTYBe truthful in what you say and do
RESPECTFollow the golden rule
RESPONSIBILITYBe accountable for your promises and actions
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Our Voice
NURTURINGTo care for, support, and help develop through encouragement
GENUINETo be honest and open in relationships with others
HOPEFULTo take an optimistic or positive view of future outcomes
DETERMINEDTo devote full strength and concentrated attention to the cause
WELCOMINGTo accept neighbors eagerly, warmly, hospitably, and as equal participants
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Three Areas of Focus Show How We Strengthen the
Foundations of Community
FOR YOUTH DEVELOPMENTNurturing the potential of every child and teen.
FOR HEALTHY LIVINGImproving the nation’s health and well-being.
FOR SOCIAL RESPONSIBILITYGiving back and providing support to our neighbors.
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The YMCA is a powerful association of men, women and children of all ages from all walks of life joined together by a shared passion:
to strengthen the foundations of community.(Sample of national programs highlighted)
VISUAL IDENTITY SYSTEM
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