San Francisco-based nonprofit Northern California Presbyterian Homes and Services has changed its name to Sequoia Living, and Ellicott City, MD-based Lorien Health Services has unveiled a new logo and tagline.
The former NCPHS said its new name, adopted Feb. 6, is meant to capture the idea that experience is the reward of aging, and it is designed to focus on the organization’s commitment to create new experiences that are both joyful and life-affirming, now and in the future.
“This name change aligns perfectly with the organization’s overarching theme: honoring the value of experience,” Sequoia Living President and CEO David Berg said. “We are enriched by the life experiences people bring to us, and by our 60 years of service.”
The former NCPHS was founded in 1958 and now provides housing for 1,900 older adults and serves an additional 2,300 seniors through community service programs in northern California.
The change was prompted by a desire for a more concise name that expresses the mission of the organization, to provide homes and services for healthy aging, according to the company.
The change will affect the corporate brand only, with an updated logo that pays homage to the organization’s past and draws on a symbol already in use, the sequoia tree.
On the other side of the country, Lorien Health Services unveiled a new logo and tagline, “Care Forward,” on Wednesday, saying they reflect the 10-facility organization’s “dedication to delivering progressive healthcare and leading the nursing home and assisted living industry into the future” and convey a sense of the growth and independence of residents regardless of where they are in the aging process.
“We use the latest techniques and technologies to care for our residents. We are constantly evolving and growing to meet the needs of a changing population,” Lorien CEO Louis Grimmel said. “Our new logo and tagline fully display that strategy.”
The new brand personality for the 40-year-old family-owned company was created by marketing agency MGH.