A press release from the YMCA is making the rounds today about a new “branding strategy.” As you all know, few things are more exciting than a new branding strategy. Besides a new logo, the YMCA will now officially be called “the Y” since – outside of the Village People – that’s all anyone ever calls it anyhow. From the PR:

• The new brand strategy – the result of more than two years of analysis and research – was introduced Monday at a National Press Club event that included leaders from the philanthropic and nonprofit communities.  As part of the event, the YMCA unveiled a new, more forward-looking logo that reflects the vibrancy and diversity of the organization, and a framework that focuses resources on three core areas: youth development, healthy living and social responsibility.  In another major change, the nonprofit will be called "the Y" to align with how people most commonly refer to the organization.
• "The Eau Claire YMCA is truly excited about the new brand strategy and the opportunity to engage more people in the areas of healthy living, social responsibility and youth development," said Ken Van Es, Executive Director of the Eau Claire YMCA. "There are many exciting changes taking place at the Eau Claire YMCA – we are building momentum, and this strategy is getting everyone from our volunteers to our members and donors very excited."

So, that’s it. No more calling it "the YMCA.” Hey, I suppose that abbreviation is up for grabs now. The Yodeling Mongoose Choir of America will be so pleased.