Our Brand

Our Brand

The Tree of Life – Rationale

The ‘Tree of Life’ is a universal symbol, with numerous cultural and religious beliefs each having their own rationale and explanation. For Baptistcare, it portrays a community of people – their beliefs, experiences and relationships. While the ‘roots’ represent the Christian beliefs with which Baptistcare was founded, the ‘trunk’ depicts the longevity of the organisation and the experience it has gained along its journey. The ‘branches’ represent the community of diverse people who are all part of the Baptistcare family.


These symbolise the Baptistcare ‘community’ – the people we interact with on a daily basis (our personnel, clients, service partners and those from within our local community).


This symbolises the growth of the organisation over the 40 years it has been established.
It symbolises longevity and endurance despite rapidly changing times and the demands of modern society.


These symbolise the Christian beliefs that are Baptistcare’s foundation – the ethos from which it has sprung. The intention has always been to reach out with the love of Jesus. Despite rapidly changing times, these beliefs are at the core of Baptistcare while at the same time being open and respectful to people’s different cultural and religious backgrounds.


This symbolises the flexibility (freedom) of the customer experience, central to the newly-introduced ‘Consumer Directed Care’. This shape is housed within the tree, depicting the support Baptistcare provides to the consumer.