Jewish Federation in Seattle. Photo: wiki commons.

The Jewish Federations of North America (JFNA) on Monday announced the adoption of a new tagline—”The Strength of a People. The Power of Community”—chosen from a pool of 35 candidates by the umbrella organization’s marketing committee.

“The new tagline clearly communicates who the Jewish Federations are, speaks to our beliefs and values, and helps to better articulate what differentiates Jewish Federations,” JFNA said in a statement. “The tagline emphasizes the power of the collective and reinforces community as the driving force behind federated action.”

In October 2009, JFNA’s board voted to adopt the group’s current name and logo. Previously, the umbrella representing 157 Jewish Federations was known as the United Jewish Communities.