YMCA Canada Rebrand
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Designer(s)
Nicole Lee
Duration
12 Weeks
Recognitions
Overview
The YMCA of Canada’s current brand identity utilizes imagery dating back to 1891, claiming the red triangle graphic as a historical reference. The visual language of the logo translates to a very corporate and rigid organization, contradicting their core values. How might we rekindle YMCA’s welcoming, family-centred, and playful community spirit into their identity system? Bringing a fluid and organic movement to the brand’s visual identity better communicates the YMCA of Canada’s mission, “dedicated to the growth of all persons in spirit, mind and body, and to their sense of responsibility to each other and to the global community”. The new identity creates a welcoming environment and strongly evokes movement.
Objective
The proposed identity employs less mechanical and more organic shapes, creating openness and inviting movement. The logo will serve as an instantly recognizable symbol of the brand. Composed of a wordmark and icon, this redesign evokes both a playful and trustworthy notion, hand in hand. Stemming from the logo, a system of fluid elements using the same brush stroke quality was created for use across all design collateral. Typefaces were selected with open counters and wide features, enhancing a welcoming and open-minded feeling while also increasing legibility and readability at all sizes.
Community Colours
The vibrant colour palette represents the diverse, welcoming community the Y provides, inspiring play and movement. It also serves to categorize the underlying architecture, assigning colours to each section of the organization: nine secondary colours for nine programs and services.
Brand Guidelines
Once the visual identity and brand strategy was developed, a set of brand guidelines was created in order to ensure the proper use and demonstrate a cohesive identity system on design collateral. YMCA of Canada is an extremely large charity organization providing a safe and welcoming environment for all individuals, hoping to foster a sense of belonging by bringing together all types of people within a community. This proposed identity moves away from stiff, corporate-like imagery to fluid motions that invite movement.
