The Assisted Living Federation of America (ALFA) Board of Directors voted unanimously to rename the organization and adopt a new logo at a meeting Monday.
ALFA will rebrand as Argentum. The name is derived from the Latin word for silver. Argentum’s tagline, “Expanding senior living,” reflects the organization’s expanded direction, priorities and focus.
ALFA influences public policy, promotes business excellence and informs the public. ALFA will officially relaunch as Argentum brand at Chief Executive Summit in December.
"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.”
Read the full announcment here.