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ALFA, the Assisted Living Federation of America, was the national trade association representing senior living providers in the United States. Founded in 1990, it advocated for the industry, promoted business excellence and informed the public about senior living options. In September 2015 its board voted to rename the organisation Argentum, a name derived from the Latin word for silver.
The ALFA logo pairs an abstract emblem of three figures with the organisation’s full name, reflecting community and care for older adults. The identity served the association throughout its 25-year history under the ALFA name.
The ALFA logo is rendered in white on a black background, a stark, formal combination that conveys the authority of a national professional association.
The wordmark uses a strong, classic serif style for “ALFA”, paired with clean sans-serif capitals spelling out the federation’s full name.
