2. 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 2

3. 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 3

4. BRAND COMPONENTS Voice Architecture Visual Identity System

5. VOICE Our communication VALUES Our behavior How we will talk about ourselves PROMISE Our cause 5

6. 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. 6

7. Our Values CARING Show a sincere concern for others HONESTY Be truthful in what you say and do RESPECT Follow the golden rule RESPONSIBILITY Be accountable for your promises and actions 7

8. Our Voice NURTURING To care for, support, and help develop through encouragement GENUINE To be honest and open in relationships with others HOPEFUL To take an optimistic or positive view of future outcomes DETERMINED To devote full strength and concentrated attention to the cause WELCOMING To accept neighbors eagerly, warmly, hospitably, and as equal participants 8

9. Three Areas of Focus Show How We Strengthen the Foundations of Community FOR YOUTH DEVELOPMENT Nurturing the potential of every child and teen. FOR HEALTHY LIVING Improving the nation’s health and well-being. FOR SOCIAL RESPONSIBILITY Giving back and providing support to our neighbors. 9

10. 10 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)

12. VISUAL IDENTITY SYSTEM