Martin Lore Graphic Design has created a new identity for YMCA London South West, formerly known as Kingston and Wimbledon YMCA.
The consultancy was appointed directly to the brief around six months ago, having previously worked on projects for YMCA England and the regional YMCA, according to founder Martin Lore.
Following an in-house renaming exercise, MLGD was tasked with creating a new visual identity and brand guidelines for YMCA London South West.
Lore says the new brand uses ’brighter versions of the traditional YMCA red and blue, but there will be a lot of freedom to colour the logo using a palette of secondary colours or with textures, photographs or patterns’.
There is a logo for each of the YMCA’s five sites (pictured).
Identities are being developed for YMCA London South West’s restaurants, health and fitness facilities and youth work, which will complement the main branding, says Lore.
The work is set to roll out over the next year.