YWCA
This vintage poster from the Saul Bass Archive for the YWCA.
This strong, uplifting visual symbol is for the organization which supports and empowers girls. The Young Women's Christian Association was founded in New York in 1858; by 1988, the leadership of the YWCA felt that its somewhat dated image did not accurately reflect the organization's aims and activities. For Saul Bass, the aim was to portray the YWCA as a dynamic force among young women's groups, one that had recently placed greater emphasis on feminist issues such as girl's empowerment, and wider social issues such as civil rights and racism. The new logo announced the YWCA as an organization as strong as a tree, as vibrant as a beam of light and as hopeful as a sunrise.
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