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November 22, 2005 

Baycrest launches new identity, logo

Reinforcing reputation as global leader in care, research and education related to aging


Toronto, ONT – Baycrest Centre for Geriatric Care is now known simply as “Baycrest”. The world-renowned healthcare and research facility for aging adults today unveiled its new logo and four new sub-brands to reflect its multiple strengths.

We have outgrown our old name and evolved into much more than a home for the aged and hospital,” says Stephen W. Herbert, President and CEO. “The new identity more accurately reflects the tremendous scope of work Baycrest is doing for aging adults at home and at a distance.”

Today Baycrest conducts internationally significant research that makes world headlines, educational outreach professionally and in the community, and provides an extensive continuum of care from health promotion in the community to outpatient rehabilitation, long-term care and acute care.

“The goal was to create a contemporary and forward-looking identity for the 21st century,” says Nancy Webb, vice-president of Public Affairs. “The name Baycrest is our most important asset, but it is critical for us to be recognized for all of our unique attributes if we are to increase support from donors, government and granting agencies.”

Baycrest now has a simple word mark, an additional word mark with tag line (Enriching Care, Enhancing Knowledge, Enlightening Minds), and four new sub-brands or pillars:

 

Baycrest Geriatric Health Care System
Baycrest Research Centre for Aging and the Brain
Baycrest Centre for Education on Aging
Baycrest Foundation


 

History

Since its founding in 1918 as the Toronto Jewish Old Folks Home, Baycrest has evolved over eight decades into an internationally-renowned academic health sciences centre with 1,700 full and part-time staff, and 6,000 volunteers. The Baycrest campus includes a 472-bed nursing home, a 300-bed non-acute care hospital with specialized units, an assisted living residence, community day programs for adults, research and educational centres, and outpatient clinics.

In 2004 Baycrest opened the Brain Health Centre Clinics to diagnose and treat aging adults with memory, mood and stroke-related cognitive disorders. The clinics are uniquely structured so that neuroscientists work alongside clinicians to monitor the progress of treatment and how the brain is responding or changing.

Affiliated with the University of Toronto, Baycrest is advancing the care of aging adults through the power of research and education, with a focus on brain functioning and mental health.

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For more information on this release, please contact:
Kelly Connelly, Media Relations
Baycrest, 416.785.2432, kconnelly@baycrest.org