June 3, 2026 —Kendal, a leading not-for-profit senior living organization, has announced the launch of a comprehensive brand evolution designed to ensure Kendal’s visual presence resonates with the inclusive and inspiring environment residents, members and employees cultivate every day and reflects the organization’s strategic growth and vision for transforming the aging experience.
More than an updated visual presence, the result is a refreshed identity that strengthens consistency across the Kendal System while allowing Affiliates to remain flexible and express their own culture, environment and personality, prioritizing each community and organization’s autonomy.
Rather than focusing primarily on visual aesthetics, Kendal’s process was focused on aligning and listening to those closest to the brand: residents, members, employee team members, governance leaders and partners.
Kendal deeply engaged with stakeholders across the country through listening sessions, surveys, structured feedback and collaborative discussions to better understand how the Kendal brand was experienced and how it needed to evolve.
“This evolution is about expressing the energy, clarity of purpose and shared momentum shaping Kendal today,” said Morgan Lamphere, senior director of communications, marketing and sales at Kendal. “The goal was a brand that more fully reflects the strength of the Kendal System, while providing the flexibility for each Affiliate to honor its own history, character and identity. The result is a stronger shared expression—one that brings us together as proud partners, united in values, while celebrating what makes each community and organization distinct.”
Kendal’s new brand mark is a stylized three-petal form that reflects three interconnected groups central to the Kendal System: residents and members, team members across the organization, and Affiliate Boards whose stewardship helps guide and strengthen the mission.
Overall, the Kendal brand refresh includes:
- A modernized logo system and cohesive visual identity that honor our heritage through the familiar stability of Kendal green while introducing a vibrant raspberry accent
- Refined messaging centered on belonging, vitality and individuality
- Updated typography, color palettes and accessibility standards
- Artistically inspired continuous single-line illustrations symbolizing connection, creativity and momentum that stand out in a market dominated by photos
- Flexible Affiliate branding standards that support local autonomy while strengthening systemwide consistency
- Expanded “reasons to believe” messaging focused on stewardship, connected living, intergenerational engagement and person-centered aging
- Design standards optimized for digital platforms, accessibility and emerging artificial intelligence (AI) applications
As Kendal continues to support standalone not-for-profit communities, programs and at-home services across the country, the organization remains committed to strengthening its brand and refreshing how it connects with current and future generations of older adults in an increasingly competitive senior living and services landscape.
“As Kendal continues to partner with Affiliates to create opportunities for people to live in ways that are deeply resonant, we continue to expand our reach through innovative programs and services,” said Vassar Byrd, CEO of Kendal. “This brand evolution both builds on our Quaker-based foundation of deep respect for the individual and their voice and reinforces our readiness to move forward with those values to serve the next generation.”
An evolving brand achieves three goals: maintaining relevance with modern audiences, enhancing recruitment of top-tier talent, and improving recognition through a cohesive presence.
Rooted in foundational Quaker values, the Kendal brand represents a welcoming and vibrant environment that fiercely protects the autonomy and dignity of every individual. It reflects a System that fosters a deep sense of belonging through meaningful engagement, active participation and careful stewardship, providing long-term confidence throughout Kendal communities and organizations.
Updated brand materials will continue rolling out across Kendal Affiliates throughout the coming months.
To learn more, visit https://www.kendal.org/news/welcome-to-the-new-kendal-brand/
