Japan’s YMCA started in Tokyo in 1880 and has been active in various fields as a pioneer in youth education, such as camping and swimming schools. They currently operate at more than 200 locations in 35 cities across Japan, but the impact of the YMCA brand in Japan has declined with business expansion and the changing times. To adapt the values cultivated from their rich history into a force for the future, we started their rebranding in 2015 and redesigned the brand logo in October 2017. It was a new beginning. Reorganization of business areas and strengthening of strategies are also underway, and YMCAs are transforming nationwide. Gramco supported their branding with its brand concept, slogan, brand style, as well as research through numerous online internal surveys (Gramco ImagineSession®) and external surveys.