Elderhostel does some rebranding

Exploritas is the new name for the programs of Elderhostel Inc., a Boston-based not-for-profit organization that seeks to provide lifelong learning and travel opportunities for adults.

"The old name Elderhostel presented a barrier to younger audiences, yet the (organization's) tagline 'Adventures in Lifelong Learning' resonated with audiences of all ages" Steve Smith said in a statement included in the group's press release.

Smith is the creative director at BrandEquity, the Newton firm that created the new name and logo.

The name Exploritas reflects the "exploration of the mind and the world that characterizes the mission of the organization dedicated to 'adventures in lifelong learning,'" the release added.

The release also included a statement from James Moses, Elderhostel president and chief executive.

“Elderhostel redefined what it means to age, and so do our participants, who do not consider 60 'old' by any means," he said. "That’s why our new program name, Exploritas, characterizes the excitement and importance of learning and exploration – both of the mind and of the world – and reflects the mindset of our participants and their passion for new experiences.”

The new logo, which appears with this post, was included in the press release. (Globe Staff)