CALA News & Views | Issue 51 | Impact

THE NEW LOGO: A BRIDGE TO THE FUTURE After months of work and varying iterations, the new CALA logo was selected this summer. The design team worked closely with the branding consultant and advisory group to develop a logo that symbolizes hope, strength and forward movement. The chosen concept – a bridge leading into radiant sun rays – represents CALA’s perpetual growth and unwavering commitment to its members and the senior living community. Alongside the logo, a new tagline and brand properties were developed, detailed in the Branding Standards Guide. This guide ensures the consistent use of CALA’s brand across all platforms, solidifying its identity and presence in the industry. BRAND LAUNCH During the conference, attendees were introduced to the new brand through an exciting and interactive presentation. A new brand video debuted at the conference and is now available on the CALA website for those who missed the event or wish to view it again. In upcoming months, members can expect to see this new brand integrated across all CALA platforms. CALA’s new identity will be fully implemented, reflecting the organization's dedication to its mission.

CALA’S NEW VISION AND MISSION STATEMENTS

CALA’S VISION: Through the commitment and efforts of its members, CALA envisions compassionate communities where individuals can choose to live in caring, dignified and engaging settings. CALA’S MISSION: The mission of CALA is to support Assisted Living, Memory Care and Continuing Care Retirement Communities in elevating and enriching the lives of their residents. We do so through: ● Bold leadership on behalf of the profession and those it serves; ● Unwavering advocacy to empower providers in their delivery of exceptional care; ● Unparalleled education and resources to ensure providers have the tools necessary to support their residents; and ● Inspired workforce development to promote careers in senior living and support associates throughout their careers.

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