Covenant Retirement Communities Rebrands as Covenant Living

One of the largest senior housing non-profits in the U.S. will soon have a new name and logo.

Covenant Retirement Communities is set to change its name to “Covenant Living Communities and Services” in 2019, according to an announcement sent Tuesday. The rebranding also includes a new tagline, “Live With Promise,” and a logo that incorporates the Christian symbol of a fish and includes lively colors meant to communicate vitality and health.

The Skokie, Illinois-based organization owns and manages 16 communities in nine states, making it the sixth-largest senior housing non-profit included in the annual Ziegler 150 list. It serves roughly 5,000 residents in independent living, assisted living, skilled nursing, memory care, and rehabilitation settings.

As part of the rebranding effort, Covenant’s communities will incorporate the new Covenant Living name, along with their respective locations. For example, Covenant Village of Northbrook in Northbrook, Illinois, will become “Covenant Living of Northbrook.”

Covenant’s branding refresh is meant to show that the nonprofit provides more for older adults than just senior housing, according to Terri Cunliffe, Covenant Retirement Communities president and CEO.

“The new name and logo connects us to our strong Christian heritage, distinctly reflects our values, and projects liveliness, health and growth,” Cunliffe stated in a press release. “We are confident it will attract new generations of residents and employees.”

In order to find its new brand identity, Covenant conducted market research and interviews with residents, family members, representatives from the Evangelical Covenant Church and focus groups throughout the country.

Covenant isn’t the only senior housing provider dropping age-related words from its name, a trend that has caught on in the industry as a whole as it prepares to serve a new generation of seniors. Last year, for example, Pathway to Living went through its own rebranding effort by swapping out the word “senior.”

Written by Tim Regan