For the first time in 43 years, YMCA of the USA has unveiled a new brand strategy to increase understanding of the impact that YMCAs make in communities across the country.

Through its new brand strategy and framework, the nonprofit will extend its reach into communities to nurture the potential of youth and teens, improve the nation’s health and well-being, and provide opportunities to support neighbors.

In another major change, the nonprofit will be called “the Y” to align with how people most commonly refer to the organization.

The new brand strategy — the result of more than two years of analysis and research — was recently introduced 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 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.

“The Penobscot Bay 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 Executive Director Troy Curtis, in a news release. “There are many exciting changes taking place at the Penobscot Bay YMCA — we are building momentum, and this strategy is getting everyone from our volunteers to our members and donors very excited.”

The Penobscot Bay YMCA will begin the transition to the new brand this year and work toward a full implementation within two years. Ys across the country will fully transition to the new brand within five years.

“At the Penobscot Bay YMCA, we are focusing on the critical need improving the overall health of those living and working in Knox County,” Curtis said. “The Y’s outreach department, Knox County Community Health Coalition, is helping people in our community overcome obesity related illnesses by instituting both environmental and policy change to improve levels of physical activity as well as improving nutritional habits.”

The Y’s former logo had been in place since 1967 and was the organization’s sixth since its inception. Across the country, 2,687 Ys engage 21 million men, women and children.