A New Direction?

I wonder if during those "two years of research" anyone involved with the decision pointed out what "the Y" is a euphemism for. It certainly is "more inviting."

From The USA Today:

YMCA shortens name, now known only as 'the Y'

The YMCA is now known officially as just "the Y."

The Chicago-based U.S. non-profit announced Monday that it is changing both its logo and name to "the Y," marking its first branding change in 43 years. The switch comes after more than two years of research indicated many people don't understand what the group does. Officials with the Y say they hope the new logo will be more inviting.