YMCA were looking to create a brand to celebrate their landmark anniversary and capture the global community ethos of the organisation. The brief was to create a bold and vibrant brand that was fun and youthful, to be rolled out across a wide range of print, social and digital media, culminating in the YMCA175 international conference at ExCel London.
- Style guides
- Design for print
- Digital marketing
6 continents coming together
Bold colour and shape combinations were used with modern font choices to create a contemporary and celebratory look and feel for the brand, with the core logo representative of the six continents in which YMCA works, coming together as one. Connection and collaboration providing fundamental inspiration for the design. It harnesses the heritage of the YMCA brand and the triangular shape that it has become synonymous with.
4 further hexagons were then designed, enabling us to brand and colour code each area of the event…
What we did
A range of materials were designed to help publicise the event and launch the brand, including social media graphics, posters and a 36-page brochure. Extensive brand guidelines were created to guide the ongoing application of the brand and its use for the event space.
Because of YMCA’s global structure, the internal stakeholders each retain a differing visual identity to each other, which prompted the need for a unique event brand that could encapsulate the anniversary event’s purpose and concept - while simultaneously retaining a through-line identity that had synergy with YMCA’s mission, purpose and values.
The brand was visually engaging and completely met our brief, while providing versatility and a robustness that worked on various touch-points.” — Mike Bromfield, YMCA175 Event Manager