Tree of life

“Tree of life’ becomes new visual identity for Lutheran Homes and Health Services

Attendees of the April 27th annual meeting of Lutheran Homes and Health Services were a captive audience as a freshly updated logo and tagline as well as mission and vision statements were unveiled. “The shift to a new brand and a new look symbolizes the strategic transformation under way at LHHS,” said CEO Mari Beth Borek. “Over the past five years, LHHS has grown dramatically. We have added wellness programs as well as increased our focus on providing community based services that allow people to age in place. We needed a look that communicates innovation, quality, and vibrancy.”

The concept for the new logo was developed during a brainstorming session that included stakeholders - residents and their families, staff, board members, volunteers and church delegates. Key to the design was a reference to a strong core of faith while speaking to life, growth and health. The new tagline, “living long. living well.” was also created during this session as a nod to the new strategic positioning. “It’s a quick way to get the message across that LHHS expands well beyond a nursing home,” said Borek. “People often refer to the Fond du Lac Lutheran Home because we grew from that original service. This new look reflects the significant growth over these past years - and where we are going.” As a non-profit, Lutheran Homes and Health Services strives to be good stewards of its resources and will implement the new logo in phases based on organizational needs.