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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.

Molson Canadian has a brand-new look for 2010.

The new brand identity was developed by New York ad agency Spring Design Partners. Amongst other changes, the agency did away with the "faux-italic" typeface and the (ahem) "leaf-sweat" — ultimately giving the identity a fresher, more contemporary feel.

What do you think? Share your thoughts about the new identity here.

Clients often ask us why they should re-brand. Businesses and organizations frequently get caught up in doing exactly what they've always done, and as a result, they don't always realize it isn't necessarily what they should still be doing.

The result? They lose potential customers, because their brand identity hasn't evolved over time with the work they do.

Our job is to help you work through the re-branding process — to figure out where you are, where you need to be, and how we can get you there. We've helped many companies and organizations make branding transitions with great success.