Kendal Launches Systemwide Brand Update
June 8, 2026
NEWARK, Del. — Kendal has launched a systemwide brand update intended to create a more consistent identity across its network while allowing affiliates to maintain their own local identities.
The not-for-profit senior living organization said the refreshed brand includes a modernized logo system, updated typography, revised color palettes, new messaging standards and accessibility updates for digital platforms. Brand materials will continue rolling out across Kendal affiliates in the coming months.
Kendal said the process included listening sessions, surveys, structured feedback and collaborative discussions with residents, members, employees, governance leaders and partners across the country. The organization said the goal was to understand how the Kendal brand was experienced and how it should 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 representing three groups within the Kendal system: members, residents, team members and affiliate boards.
The company says the brand update also includes:
- refined messaging centered on belonging, vitality and individuality
- single-line illustrations intended to symbolize connection and momentum
- flexible affiliate branding standards
- and expanded messaging focused on stewardship, connected living, intergenerational engagement and person-centered aging.
“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.”
Kendal supports not-for-profit senior living communities, programs and at-home services across the country. The organization said the brand update is intended to improve consistency, strengthen recognition and support engagement with current and future residents, members and employees.
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