Sienna Senior Living Inc. is a Canadian seniors housing company based in Markham, Ontario, offering retirement living, long-term care, home care and third-party management services. The company adopted the Sienna name and visual identity in 2015, replacing its former identity as Leisureworld Senior Care Corporation.
Design and History
The Sienna Senior Living identity was introduced in 2015, when Leisureworld Senior Care Corporation announced its intention to rebrand as Sienna Senior Living Inc. The company said the rebranding followed several years of growth into a diversified seniors living organization, and that management believed the new identity would support a brand philosophy aimed at delivering on “the warmth of human connection.” The name change took effect on or about May 1, 2015, with the company trading under the new symbol “SIL.” [1]
The rebranding was managed by the Toronto-based branding agency Bob’s Your Uncle. As part of the process, the company renamed its individual retirement residences and long-term care homes so that home names no longer included the parent name, instead reflecting their connection to the local community. [2] [1]
The company consulted broadly with stakeholders to develop a new vision, mission, values and creed, and the exercise was described as an opportunity to unite its existing divisions under a single brand, guided by a common vision “to awaken our communities to the possibilities of life’s next chapters.” [1]
Meaning and Symbolism
The name “Sienna” was chosen deliberately. At the time of the rebranding, a company representative noted that “sienna” is a warm earth color, suggestive of the friendly, approachable and compassionate care offered by the organization. [3]
The current Sienna Senior Living logo is a typographic wordmark. The company’s official website displays the wordmark in its standard form, with “Sienna” rendered prominently and “Senior Living” appearing beneath it. [4]
Typography and Design
No official documentation has been published detailing the specific typeface, color specifications or construction rules for the Sienna Senior Living wordmark. The logo is presented as a clean, typographic lockup on the company’s website and corporate materials, but the designer and exact design specifications have not been publicly documented beyond the agency attribution for the overall rebranding effort. [4] [2]
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