New ORT identity in America


18 January 2007 ORTs new identity in America The new year has brought a new identity for ORT in the United States with the merger of American ORT and Womens American ORT to create ORT America. Encapsulating this major structural development is the launch of an exciting new logo which captures the essence of the new organisation and reflects the passion of its lay leadership, volunteers and members. Our new look is vitally important, said ORT America National President Judy Menikoff. By design, the ORT America logo is contemporary and dynamic, reflecting the future-oriented vision of our organisation. The type style is bold and modern, and represents an organisation that is moving forward. The choice of the colour green demonstrates growth, rebirth and a fresh start. Joe Cohen, ORT Americas Vice President, added that while the look had changed, the organisation would continue its commitment to provide education and training to Jews and non-Jews around the world. We believe our new brand identity will help us attract new donors as well as re-inspire existing donors because it conveys why ORTs work is relevant and meaningful, Mr Cohen said. ORT Americas dynamic new logo. World ORT Director General Robert Singer praised Hope Kessler, ORT Americas National Director, for the tremendous professional leadership she had exercised in overcoming the hurdles in the way of a merger. Mr Singer is planning a coast to coast tour of the United States to thank ORT Americas chapters for their support and to congratulate them on the renewal of ORTs American presence. The united ORT America is a dream come true, Mr Singer said. I have no doubt that, 85 years after ORT first founded a national presence in America, that this is a positive strategic move for our supporters in the United States. Special credit must be given to the Past President of American ORT, Joe Cohen, and Past President of Womens American ORT, Judy Menikoff, thanks to whose strong leadership this merger has been so successful. Even as they faced the final curtain, Womens American ORT (WAO) and American ORT (AO) saw out 2006 with hugely successful events that together raised more than $1.35 million and so provided ORT America with a strong foundation. On the west coast, the highlight of the Chanukah Brunch held annually by AOs Los Angeles Chapter was the presentation of the Chapters Man of the Year award to ORT alumnus Joe Shapira, co-founder of the hugely successful Jewish on-line dating service JDate, and a member of World ORTs elite donor group, The 1880 Society. We are please to have such a valuable partner, supporter and friend in Joe, said Chapter President Charles Eberly. His dedication to advancing and supporting ORT through his personal generosity and sponsorship of innovative events is attracting a whole new generation to our cause.