Gala Program Book - Flipbook - Page 7
Introducing the JCC’s New Logo and Tagline:
Find Your Center
This spring we proudly unveiled our new JCC Greater Boston logo! Our previous logo had
served us well for many years, and now, as we move forward establishing the JCC’s next
chapter, the timing was right to refresh our visual identity to better reflect our newly
renovated building and vision for the future of the JCC.
Our goal in creating this new logo was to bring all the JCC’s programs and service offerings
under one cohesive brand to help increase awareness and visibility for all that we offer.
In direct alignment with our strategic plan objectives of clarifying and amplifying the JCC’s
brand, identity, and messaging, our new visual identity will help us grow our programs, be
a more visible presence in civic life, and drive philanthropy to strengthen our mission and
impact.
To bring our new visual identity to life, we engaged local graphic design firm J Sherman
Studio last December and began the exciting process of planning our refreshed look.
Spearheaded by our Marketing team, and working closely with the Senior Leadership team and our Rebrand Task Force,
we moved through a thorough and highly detailed exploration phase, multiple rounds of conceptualizing, and ample
feedback, to create the new logo we are proud to stand under today.
In addition to the logo, we are excited to introduce the new tagline of “Find Your Center” for JCC Greater Boston. The
concept of “Find Your Center” builds on the idea that anyone and everyone can come to the JCC and find what centers
them – whether physically through a fitness or creative class, socially through connections with friends and family, or
spiritually through opportunities to engage with Jewish life and culture. There is something for everyone at the JCC, and
everyone belongs.
Our new logo drew inspiration from this same concept, with a clearly defined center, and the letters J-C-C wrapping
around to form a circle that can be viewed as either completing a whole, embracing our community, or something
else entirely depending on your perspective. It is a simple yet strong visual that we believe effectively communicates
maturity, modernity, sophistication, warmth, comfort, and so many other positive qualities. It was also important to us to
incorporate the quintessential “J” that has been a key recognizable feature in our logo for over four decades.
As exciting as our new logo and tagline are, they are just the beginning! In the coming months we will introduce the rest
of our brand family, including new logos for our Early Learning Centers, Discovery Club, camps, and more. The full suite of
new JCC logos will be beautifully aligned to ensure recognition within the JCC Greater Boston network for members and
participants both old and new. The next phase of this process will also include slowly updating our logos wherever they
appear both online and in our physical spaces, keeping sustainability and budget-related factors in mind. We hope you
love our new look and can’t wait to share more with you soon.
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