Excelcare has unveiled its new logo and strapline ‘Belong with us’ as part of its brand evolution.

The ‘Belong with us’ strapline stems from Excelcare’s commitment to becoming a trusted partner to the people who live and work in its care homes as well as their families.

Chief executive, Osman Ertosun, said that although the face of Excelcare was enjoying a makeover, the core values of the group remained the same.

“We are privileged to support remarkable people,” Ertosun said.

“People who are cherished and loved, who have achieved, and who can continue to achieve amazing things in their lives.

“We view everyone who lives in our care homes as special human beings, never ‘the elderly’ or the conditions they are living with. These core values, which are shared across the Excelcare family, will never change.”

Excelcare said its rebranding meant more than just a new logo and reflected key innovations and improvements that have taken place across the group in recent years.

These have ranged from the introduction of Lessons Learned Labs, delivered to the whole team to drive improvements across the Excelcare family, to the launch of a new electronic care planning system, which supports the people living in the group’s homes to spend more time doing the things they love through personalised care planning.

Excelcare operates 32 care homes across the East and Southeast of England, as well as a home care service, based in Tower Hamlets and Lewisham, London.