In a moment of Wisconsin Jewish news that is sure to be celebrated by word pronouncers everywhere, we have all been liberated from trying to say “CEEBJ.”
Tamar Kelber recalls people calling her synagogue “Emanu-El,” when she grew up in the Milwaukee area. Years later, when she came back from Chicago, the shul’s website had been established at “CEEBJ.org,” and people were often calling the synagogue “CEEBJ,” perhaps as a result.
But now Kelber, the shul board president, and meetings of members and staff have come to an agreement. That apparently sorry phase is over, and the vintage moniker is back. Congregation Emanu-El B’ne Jeshurun in River Hills has announced its official shorthand name is now Emanu-El.
CEEBJ.org now redirects to the newly-redesigned website, at EmanuelMke.org. Just look at the new logo, sporting a very large “Emanu-El,” to see which words are now in charge around here.
The nickname change is fun, but it’s just one aspect of a serious and meaningful identity and branding update, designed to signal that anyone can find a home at (… wait for it …) Emanu-El.
Emanu-El’s rebrand
The identity and branding update emphasizes inclusion, accessibility and relevance for a new generation of Jews, while still grounding the congregation in its 170‑year history, according to the shul. This rebrand grew out of an extensive listening process with congregants spanning generations and life stages, according to synagogue leaders. The message they heard consistently: People are looking for Jewish community that feels authentic, flexible, and welcoming — particularly young families, interfaith households, and those who have felt marginalized or disconnected from synagogue life in the past.
Synagogue imagery will be meant to convey continuity, growth, and mutual support, symbolizing both deep roots and an openness to change. The branding shift extends beyond the logo to signage, publications, and digital platforms, with language designed to sound less institutional and more conversational.
The synagogue worked from a strategic plan that pushed leaders to reexamine who they are, whom they serve and how they present themselves to the community, according to Andrew Appel, executive director of Emanu-El. A generous, unnamed donor funded a months-long branding process with a marketing firm that has extensive experience with Jewish organizations nationwide.
The new logo is built around historic doors that once graced the chapel at the congregation’s Kenwood building and now stand at the entrance to its board and conference room. It’s meant to draw from an intricate image in the carved doors, a nod to the Emanu-El’s long history. The logo can evoke a menorah, a tree, or a pair of hands extending a welcome. Warm colors and rounded shapes are meant to convey an embrace and a sense of coming home.
So does Jewish Milwaukee now truly have permission to call that home “Emanu-El” instead of “CEEBJ”?
“Absolutely,” said Kelber, hereby granting you that presidential pardon. “It rolls off your tongue better, doesn’t it?”
Just don’t forget to specify which Emanu-El, when needed! The world is filled with Congregations Emanu-El – which means “God with us” – including Congregation Emanu-El of San Francisco, Congregation Emanu-El of Houston, and the 87-year-old Congregation Emanu-El of Waukesha.
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