YW Calgary took a step back and a leap forward in reclaiming its original name, YWCA Calgary, as part of a widespread rebranding announcement that is intended to improve clarity and hone in on its commitment to “stand with her.”

The updated slogan, paired with a new paint job of branding colours and logos, was revealed on the organization’s website on May 4. Talia Bell, who assumed the CEO role three months ago, said the shift was prompted by a sense of familiarity. 

In the 10 years since the change to YW Calgary, she said there has been a disconnect between what people knew the organization as and what it was actually called, and that the opportunity to reverse this came to them when they recently crafted their five-year plan. 

“I found that a lot of the time, I spent more time explaining that we were YWCA, and as soon as you said that, there was that instant recognition,” she said. 

“For us, this is really about getting back to our roots and our legacy of who we are.”

YWCA Calgary’s website explained its origin story: In the early 1900s, a woman arrived in Calgary without a safe place to stay, and the community came together to help. Bell said that for more than a century, the organization has remained committed to supporting local women and families.

By offering programs and connecting people to services that address their concerns in areas like safe housing, finances, and childcare, she said the rebranding has helped focus the organization’s purpose not only for today but for tomorrow, too. 

“We’ve always existed to support women, and that’s how we started,” said Bell. 

“That has evolved over the last 115 years, and continues to be at the heart of our brand.”

Organization will continue to cater to Calgary’s new demands, says CEO

In early April, the Calgary Police Service released its annual report, which found that violent crime was four per cent higher in 2025 than in 2024. During which, domestic violence increased by seven per cent last year — a 22 per cent increase compared to the five-year average. 

According to the Government of Canada, mistreatment of this kind, sometimes called intimate partner violence, is most often perpetrated by men and is considered gendered due to women experiencing this type of abuse — whether physical, sexual, or emotional — at higher rates. 

Bell said that YWCA Calgary has seen an increase in demand for its services to assist women and children facing domestic emergencies at home. As of now, she said that their crisis supports have been able to meet this need. 

“It’s absolutely an issue in the community,” said Bell. 

“We know that intervention is critical to have those crisis-related supports, but the prevention supports are so important to ensuring that it doesn’t happen in the first place.”

One of the YWCA’s prevention programs includes an initiative that teaches middle and high school-aged youth what healthy relationships look like, how to identify when something isn’t right, and how to support others who may be experiencing abuse at home.

Bell said that services such as this further emphasize their revitalized motto. 

“The idea of ‘stand with her,’ I think that call to action is that we all can play a role in that,” she said. 

“You don’t have to be a social worker, or a counsellor, therapist. There is a role that everybody can play in ensuring that we are all thriving in our communities.”