Covenant Retirement Communities on Tuesday announced it will have a new corporate name and identity, Covenant Living Communities and Services, in 2019.
The changes were unanimously approved by the organization’s board of directors.
“ ‘Covenant Living Communities and Services’ positions us well as we grow in providing different services for older adults beyond the bricks and mortar of the communities we operate,” President and CEO Terri Cunliffe said in a statement. “The new name and logo connects us to our strong Christian heritage, distinctly reflects our values, and projects liveliness, health and growth. We are confident it will attract new generations of residents and employees.”
The Skokie, IL-based nonprofit organization will have a new tagline, too: Live with Promise.
The name, identity and tagline were vetted in market research and interviews with residents, resident family members, representatives from the Evangelical Covenant Church and several focus groups throughout the country, according to Covenant.
Each of the company’s 16 communities, located in a total of nine states, also will see a name change next year to align with the new corporate brand and identity. The community names will incorporate Covenant Living along with their location identifier.
“This is an exciting time in our history as our leadership continues to follow our strategic plan of growth, optimization and service,” Cunliffe said. “The new generation of older adults is seeking communities that reflect who they are and provide the services and amenities of choice. We know they’re not retiring when they move to a Covenant Living community; they are living very active lives.”
Covenant Retirement offers independent living, assisted living, memory care, skilled nursing and rehabilitation. It ranks No. 6 on the LeadingAge Ziegler 150 list of largest multi-site senior living organizations based on total senior living units.
