When you’ve got one of the three most recognizable logos in the world (behind McDonald’s and Coca-Cola), in use in some form or fashion since 1891, you know you shouldn’t mess with the basics. But how do you communicate that your longevity and mass awareness doesn’t translate to old-fashioned, stale or out of touch? When the YMCA of Greater St. Louis faced this issue, they came to Project 13 for help.

Check out the full YMCA branding project.