The world’s catchiest four letter abbreviation may constitute an unforgettable chorus to a gay anthem and draw upon a 166 year heritage from the Youth Men’s Christian Association’s foundation in London in 1844 but such considerations pass little muster for todays American branch who are committed to a “brand revitalisation.”

From this week the YMCA label in America is history as the gayest four letters in history are foreshortened to ‘The Y’, but Y?

By officially adopting its unofficial street name in its branding the YMC… sorry, The Y, are attempting to appeal to today’s youth who are less encumbered by the brands historical baggage.

Depicting the letter Y in five different colour combinations the logo, in the words of Neil Nicoll, president of the YMCA in the US, is intended to communicate: “our story, bringing more people to the place where they can realise the benefits we bring.”