The YMCA has officially taken on its popular nickname — "The Y" — in a rebranding exercise aimed at updating the organization's identity for the next generation.

Featuring a variety of permutations using a palette of bright colours in different combinations, as well as a black & white version), the new identity is more approachable, more contemporary and aims to better reflect the active and vibrant community now served by the Y, according to the official press release.

What do you think? Does the new visual identity better capture the spirit of "The Y"? Is formalizing the name change the right direction to take?

The release of the new identity has sparked major discussion and even controversy in online and other media discussions — predictable enough, considering the YMCA is more than 160 years old and has a devoted, long-standing following in both Canada and the U.S.

Check out the U.S. YMCA website here to see how the new identity looks in action.

Visit Brand New for a more extensive look at identity variations and applications, as well as an online community discussion about the change.