Churchill Retirement Living renamed Churchill Living

Churchill Retirement Living has renamed itself Churchill Living in an identity refresh.

The specialist housing provider has dropped “retirement” from its title as of today (July 1), following “extensive research” with its target market, it said. The new name, according to the company, reflects its – as well as its customers’ – focus on “living, rather than just retirement” and the different ambitions, expectations and associations “that people have with getting older today”.

Churchill said the association with retirement was less relevant than when the brand was launched 21 years ago, with many of its customers “not even retired”. It added that the lifestyle it now offered through its schemes was “defined by friendship, choice, security, independence and peace of mind”. This was all how Churchill “creates living value” for its customers and their families.

But Churchill stressed that it would continue to “specialise uniquely” in building and operating specialist communities for the over 60s.

When tested with its customers, the new logo, Churchill said, was seen as “a reassuring representation of the trust, integrity, safety and security that Churchill stands for”, some describing it “as a seal of approval”.

In the logo, the C of …