Background on our Rebrand

We met to solidify a plan for the rebranding project for Temple Emanu-El on October 12 - still in shock from the events of October 7, not knowing what the next nine or so months would bring. We wrestled with the timing - would the clergy and staff have time to devote to this? Was it the right way to use our resources? We decided there was nothing more important at this moment than honoring our rich history and strengthening our Jewish identities  - and that included the identity of Temple Emanu-El of Westfield. 

Our new logo is a modern take on the eternal flame, loosely based on the artwork on the front of the building - an ode to our place in the world. The serif font feels both familiar and new, recognizing our 75 years. The color palette, based in blues, is playful and exciting  - a nod to the creative lens in which we view the world. 

To support the visuals, there is a collection of shared language we can all use to describe our community. We hope each of you sees your Jewishness, your family, and your actions reflected in pieces of this work - whether it be in the mission, vision, or values. As long-standing members, both choosing to raise our families in a vibrant Jewish community, the value “Innovation is the key to our future” is one of the ones we are the most proud of and feel sets Temple Emanu-El apart from other congregations in our area. 

As we reflect on the events of the past few months - singing and dancing our way through Westfield with our new Torah, growing participation in our pre-neg and Shabbat worship, continuously calling for the release of the hostages, and having difficult conversations regarding Israel, continuing our work with refugees, and so much more - it is easy to see how the values are woven into the fabric of our congregation.

It has been an honor to work alongside Greater Good Strategy, Rabbi Ethan Prosnit, Jackie Grussgott, and the temple’s leadership to bring this to life. We are grateful for the trust and support of Jonathan Gelfand, Ben Berry, and the entire Board of Trustees on this project.

You will slowly begin to see the use of our new logos and sub-brands in the next few weeks. We hope the roll-out will be complete as we begin to celebrate our 75th anniversary in February 2025.

Dara Beckerman + Allison Cohen