SummitCare unveils new brand

NSW provider SummitCare has demonstrated its ongoing commitment to providing high quality aged care with the launch of a new name and logo.

The organisation, which has been providing residential care for over 40 years, was initially known as the Wohl Management Group, and operated as Summit Health Care for the past 11 years.

“We found that having health in our brand name was becoming less and less relevant for us as an aged care provider,” said chief executive officer, Cynthia Payne.

“We have a very clear intention of staying in the industry and so we needed something that branded us appropriately going into the future.”

Chosen from three concepts, the new logo represents a group of hills.

“It’s all about being fresh, contemporary and positive,” said Ms Payne. “In the middle it has a gold leaf which symbolises our gold standard in residential aged care.”

The launch comes just as SummitCare is about to open its ninth aged care facility. Sugarloaf Gardens at Wallsend will be the group’s first aged care home in the state’s Hunter Valley.

The 142 bed high and low care facility situated near the landmark Mount Sugarloaf is due to open in January next year.

Other SummitCare facilities have undergone recent face lifts and two more homes are set for refurbishments soon.