MONTREAL—Montreal’s Jewish General Hospital is getting a new identity for the first time in its 75-year history. Designed by Taxi Montreal, the new emblem will soon appear on all hospital-related materials, from business cards to uniforms.
 

The focal point of the new logo is the Tree of Life with a stylized trunk and branches reminiscent of a menorah (candelabrum), one of Judaism’s oldest and most revered symbols. The symbol uses multi-coloured leaves sprouting from the branches to express a “spirit of inclusiveness.”

“We wanted to introduce a modern look and convey an inclusive message,” said Dave Watson, creative director of design at Taxi in a release. “The Tree of Life is widely recognized as a symbol of renewal and life, and is relevant to many religions and traditions. Similarly, the JGH upholds Jewish values of protecting, nurturing and uniting life by providing medical treatment to patients from all backgrounds.”

The Tree of Life logo will be phased in over the coming year, accompanied by the tagline “75 years of care for all.” Contact: www.taxi.ca