The purpose logo stands for YMCA and everything we represent. That means everything to do with who we are, what we do, and why we do it. As such, it should appear on almost everything that signifies our presence.

Our purpose headline speaks about the people and communities where we work, and why we do what we do as YMCA, from their point of view. It gets to the heart of what we do every day, but using words and ideas that other people can relate to.

Everyone should have a fair chance to discover who they are and what they can become.

Use it widely, repeatedly and consistently to help increase empathy, energy and high levels of understanding and support so we can reach and help more people.

The statement of purpose helps us engage external audiences. We know from testing that people feel it shows us as relevant, unique and positive in a way that is clear and believable, and it significantly increases people’s intention to donate or support us in other ways.

YMCA believes in fairness and opportunity. There are essential building blocks for a full and rewarding life: a safe home; acceptance;  guidance; friendship; physical and mental health; academic support; employment skills; and access to real opportunities. Many young people have never known these things; other people have lost one or more as they grew up, but we all need them. All of us. At YMCA, we provide these critical foundations for a fresh, strong start for young people and a better quality of life in the community.

How we use our purpose statement:

✓ Websites — To appear in full on ‘About us’ page

✓ Press releases — To appear in full within notes to editors

This paragraph has many additional uses. Use it as a source of ideas, words and phrases for other public-facing items — such as social media posts, headlines, YMCA clothing, posters to presentations, and more. In these cases, you don’t need to use the whole paragraph — just take the phrases and ideas that work for that particular use.

▶ Core Messaging Framework 

Our five work areas, along with their definitions, quickly communicate how YMCA works through the programmes and services we offer. Use them to increase support and reach more people, and we must find ways to show and talk about our work areas. 

Family & Youth Work
Creating positive outcomes with children and young people in their communities, and support for families with nursery, day care, holiday and year-round programmes.

Health & Wellbeing
Gyms, sport and recreation for fitness, and community hubs for classes, social connection and collaborations.

Housing
Providing a home and personalised support services for a fresh start in life.

Support & Advice
A safe place to talk and get help through guided groups, mentoring, counselling, and mental health services.

Training & Education
Opportunities to gain qualifications, skills and employment.

Work areas

To differentiate YMCA’s wide range of activities, there are colour schemes for each work area. When focusing on a single work area, we must use the appropriate designated colour palette.

General

Where we have a focus on YMCA as a whole or not a particular work area, YMCA core grey should be used as the predominant colour along with any single colour or combination from the brand colour palette.

Always refer to the indexed colour values on page 25 of the brand guidelines.

A range of richly colourful patterns can also be used to add vibrancy.

▶ Download our colour patterns  |  ▶ Customisable templates

Is it empowering? We always preserve the dignity of our subjects.

Is it genuine? Avoiding staged emotion and stereotypes.

Is it respectful? We do not perpetuate or reinforce negative stereotypes.

Is it considered? Will it really achieve your desired reaction?

▶ Download Photography