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ORT America Rebrands Itself

"ORT’s work is advancing to meet the changing needs of students around the world – it is time our brand reflects that significant evolution,” said ORT America CEO Jeffrey Cooper.

ORT America, the leading fundraising organization for World ORT, is launching a major rebrand. Recognized for more than a century of achievement in Jewish education and vocational training, ORT’s scope of work has evolved over time, expanding to include innovative programs and instruction in science, technology, engineering and math, and empowering students with translatable knowledge and transferrable skills that meet the demands of the 21st-century job market, ORT America said in a release.

“Through its global educational network, schools, colleges, and international programs, ORT’s work is advancing to meet the changing needs of students from around the world – it is time our brand reflects that significant evolution,” said ORT America CEO Jeffrey Cooper. “We are delighted to launch an innovative brand that captures the essence of our mission: Reaching underserved students by bridging the gap between aptitude and opportunity, as we work to expand knowledge, build autonomy, and strengthen Jewish identity.”

ORT America recognizes that at the heart of a sustainable future lies its ability to empower a new generation with increased access to quality education, the statement continued. A newly-designed logo emphasizes interconnectivity. The symbolism of the two-toned letter O conveys the concept that education connects generations before with generations to come; students, schools, and educators across the globe; communities near and far; and learning opportunities in the present with prosperity in the future.

ORT America’s tagline – impact through education – mirrors an ongoing commitment to provide disadvantaged students from these communities with the tools they need to forge a brighter future. When students from underserved communities have access to high-quality education rooted in Jewish values, they are better-positioned to enter the job market with marketable skills, become leaders in their own right, and invest back into their communities, ORT America reported.

“We are driven by our passion for Tikkun Olam (repairing the world) as we lift each other up and elevate those around us to expand opportunity and build a brighter future. As an organization, we are only one-half of the equation. The support of our donors and partners makes our work possible,” said ORT America National President Larry Kadis. “Together we are breaking ground and breaking through. ORT’s groundbreaking global network of schools and programs pave the path for the technological breakthroughs of tomorrow and the strong Jewish communities of the future.”

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