‘Argentum – Expanding Senior Living’ reflects the evolution of the organization and industry.

Alexandria, Virginia – The Assisted Living Federation of America (ALFA), which advocates for excellence in senior living, today introduced its new name and logo. The new name, Argentum, reflects the organization’s expanded direction, priorities and focus.

“Since ALFA’s formation 25 years ago, the senior living industry has undergone many changes, and is primed for many more as baby boomers begin to use our services,” said Argentum President & CEO James Balda. “Our brand transformation better represents where the industry is today as well as our vision for the future.”

Argentum, derived from the Latin word for silver, conveys strength and a sense of gravitas while giving a nod to the “silver generation” Argentum’s members serve. The new brand:
• Represents a diverse industry. No single word represents the panoply of products and services offered by Argentum’s members; thus, the new name provides flexibility to allow the industry and the association itself to grow.
• Is industry facing, but also consumer friendly. Argentum signals strength, maturity and a sense of importance – traits that resonate with both businesses and consumers.
• Celebrates the passion and commitment of senior living professionals. It’s forward looking.
Argentum’s tagline is “Expanding senior living,” which speaks to a variety of audiences while enforcing the organization’s mission to increase the visibility and acceptance of senior living as an option that people choose – not just need. On both a state and federal level, Argentum is a critical and respected leader in the industry, supporting the business operations and growth of its members.

Although the organization’s brand, logo and tagline have changed to better represent its role within this dynamic industry, Argentum’s mission remains the same: members exemplify the principles of choice, dignity and independence for seniors. To support these principles and to enhance quality of life for older adults, Argentum influences public policy, promotes business excellence and ensures an informed public. ALFA will officially transition to the Argentum brand on December 1 at its Chief Executive Summit in Scottsdale, AZ.

“It has never been a more exciting time to be working in the senior living industry,” said Argentum Board Chair Brenda J. Bacon. “Argentum represents everything we are as an organization, as well as everything we want to be.”

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About Argentum
Argentum is the largest national association dedicated to professionally managed, resident-centered senior living communities and the seniors and families they serve. Since 1990, Argentum has advocated for choice, accessibility, independence, dignity and quality of life for all seniors.

Contact
Sharon Cohen
Editor
scohen@alfa.org
703-562-1186