Jewish Geriatric Services Rebrands with New Name, Logo

LONGMEADOW — In preparation for its next century of elder care in Western Mass., Jewish Geriatric Services Inc. (JGS) has announced a rebranding campaign featuring the new name Jewish Lifecare, as well as a redesigned logo and brand identity.

“Two years ago, JGS celebrated its centennial. It was a time to look back at this organization’s venerable history of caring for our elders, but also an opportunity to envision the future,” said Martin Baicker, president and CEO of Jewish Lifecare. “We challenged ourselves to develop a brand that would provide greater clarity of who we are and what we do.” In 2012, the JGS board of directors voted to move forward with the rebranding process, and a rebranding committee was formed, chaired by Susan Goldsmith, president of Marcus Printing in Holyoke.

“We needed to shed limiting parts of our present brand, while differentiating ourselves from competitors,” said Goldsmith. “The name Jewish Lifecare was chosen because it encompasses so much more than just geriatrics. It provides the image of life in its entirety and the phases in which we live.” Retaining the word ‘Jewish’ in the name was important, she added, because it embodies the mission of the organization, which is rooted in the Jewish faith.

The tagline, “Excellence for Generations. Serving All Faiths” highlights a 102-year history of excellence in the community and the client base of people of all faiths. The logo combines the symbolism of an eternal flame and tree of life into one cohesive image. The dot on the top of the icon allows the symbol of a person to emerge, tying in the human connection to the organization.

Jewish Lifecare will phase in the new branding across all platforms and services over the next several months.

“We’re introducing the world to the next evolution of an organization founded as the Daughters of Zion Home for the Aged,” said Baicker. “We have a long tradition of embracing culture change to better serve our residents, patients, and families, and we are excited to introduce the community to the next stage of this venerable organization.”