Assisted Living Federation of America (ALFA) has introduced its new name, tagline, and logo–Argentum. 
“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, is industry facing, and consumer friendly, and celebrates the passion and commitment of senior living professionals.
Argentum’s new 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.
ALFA officially will roll out the new name and logo at the Chief Executive Summit in Scottsdale, Ariz., Dec. 1-3.
