For the first time, the Matt Griffin YMCA in SeaTac is unveiling a new brand strategy to increase understanding of its cause-- strengthening the foundations of community through youth development, healthy living and social responsibility.

Through its new brand strategy and framework, Y staffers sayy they will emphasize how the YMCA nurtures the potential of youth and teens, improves health and well-being and provides opportunities to support our neighbors and give back to our community.

The revitalized brand was introduced on Jan. 3 at 12 Ys throughout the Greater Seattle area. The most visible change is the Y's new logo, which points forward and is used in five different colors to reflect the vibrancy and diversity of the organization.

Along with more than 2,600 Ys nationwide, the nonprofit will refer to itself collectively as "the Y." Most importantly, the new brand strategy will help clarify public understanding of the Y's impact and inspire involvement in the Y as a cause.

"This is a very important, exciting time for the Y," said Bob Gilbertson, Jr., president and CEO. "Since 1876, we've focused on building a community where all people, especially the young, are encouraged to develop their fullest potential in spirit, mind and body. Today we start a chapter that makes this mission clearer than ever, which we believe will help us expand our reach in the Greater Seattle area."

Below are some highlights of how Y officials say the SeaTac Matt Griffin YMCA currently strengthens the Highline community through its three focus areas:

Youth Development: The Y helps guide children, teens and young adults of all socio-economic backgrounds to develop the character traits and skills essential to success. For example, the Y's Afterschool Programs offer free educational and enrichment activities for youth during and after school, in partnership with the Highline School District. The Y also provides high-quality child care in partnership with Seahurst Elementary School.

Healthy Living: The new full-service facility brings families closer together as they build healthy lifestyles, and trained lifestyle coaches help set personal health and well-being goals. Actively Changing Together (ACT!) helps overweight children and their families incorporate healthy changes. This program will be launched in February.

Social Responsibility: The Y listens and responds to our region's most critical social needs. Through education and training in neighborhoods, connecting diverse demographic populations and building healthier communities with partners, the Y fosters care and respect for all. The Matt Griffin YMCA provided scholarships and income-based membership pricing so families in need can benefit from confidence-building, health-enhancing programs like summer camp, child care and facility memberships.