The Jewish Federation of Greater Rochester unveiled a new name and logo to help create a stronger visual identity in sync with Federations across North America.

Federations throughout the U.S. and Canada are aligning, in name and with a common logo, to help build greater awareness while better synchronizing with the wider Jewish Federation movement. The Jewish Federation of Greater Rochester – previously the Jewish Community Federation - supports five beneficiary agencies and educational programs for all ages locally, as well as social and humanitarian programs in Israel and world-wide.

The rebranding effort is part of a marketing initiative by The Jewish Federations of North America, which represents 157 Jewish Federations and 400 independent Network communities.

The endowment program of the Federation will now be known, simply, as The Foundation of The Jewish Federation of Greater Rochester. The Federation’s web presence remains www.JewishRochester.org.

The Federation’s new logo -- with a circular design and menorah – is a strong, innovative mark, rooted in Jewish tradition, signaling the centrality and stature of the Jewish Federation, while remaining inviting and optimistic. The updated logo refreshes the Rochester Federation’s image while better articulating its mission as a hub for the local Jewish community, a convener for interfaith and broader community initiatives and a channel for Jewish philanthropy in the Greater Rochester area.

"By adopting the new Jewish Federation brand, we can better tell our amazing story of how Jewish Federations, together, address Jewish needs at home, in Israel and in more than 60 countries around the world,” said Richard Goldstein, Board President of the Jewish Federation of Greater Rochester. “ For our local donors and volunteers, the consistent name shows our connection to an international network, a system that supports local needs and a world much larger than ours.”

For more information on the new branding, please contact Margot Cohen at the Jewish Federation of Rochester, 461-0490, ext. 234 or mcohen@jewishrochester.org.