Workers install the new photos and signage at the Brentwood Y.

Brentwood Y complete; Maryland Farms Y work under way

By JODI RALL
For Brentwood Home Page
A few weeks ago, the YMCA of Middle Tennessee announced its implementation of a national YMCA brand strategy designed to increase the organization’s impact on communities.

Above, Y member Bettye Deathridge, whose photo is now proudly displayed on the Brentwood Y  wall. This year's Y T-shirt gives a nod to the YMCA's past logos ... and new one.

Late last week the changes began here. The Brentwood Family Y transformation began Thursday, Dec. 1, and by Friday members could see the difference before their eyes.  

The final change at the Concord Road facility will come when the marquee is replaced later this week. Gone will be the bright red, blue, yellow and green; instead there will be the new orange and red logo.

Inside the Y, guest service staff now greet members wearing shirts with the new logo in the lobby where the new logo is featured front and center. The new logo is meant to reflect the organization’s diversity and vibrancy.

 “The only concern that was brought to my attention was the fact that a few of our active older adults thought we were losing the mission. Other than that everyone has embraced the change in a positive way today,” Steve Saxton, executive director of the Brentwood YMCA, said Friday.

Tackling the mission issue are signs that clearly read, “Our look may have changed, our mission has stayed the same.” Scriptures and motivational quotes are showcased for members to read. Keeping the “C” in the YMCA is at the core of why leadership chose to forge ahead with the national branding campaign.

The Y is focusing its resources on three core areas: youth development, healthy living and social responsibility.

Each year the YMCA gives members a new shirt for the year. This year’s shirt is a rubric cube showing the change over from the former logo to the new logo. The back of the shirt shows photos of the various Y logos over the years; a nostalgic look for many who grew up with some of the older logos.

The rebranding will continue today, when work starts at the Maryland Farms YMCA on Maryland Way. The Cool Springs YMCA was the first to have changes made to it and was completed on Nov. 30.

For further information about the new branding and why Middle Tennessee YMCA’s are changing, please click here for our earlier story.