November 2026 marks the 10-year anniversary of St. Louis City voters approving the senior services levy, a milestone that reflects a decade of local commitment to supporting older adults and investing in the community organizations that serve them, throughout the City of St. Louis. Over the past ten years, St. Louis City Senior Fund has grown alongside a network of dedicated partners, learning from the community while investing in programs, services, and innovative solutions.
To honor this milestone, Senior Fund collaborated with HelloAnd design studio to develop a new logo and visual identity. The process was informed by partners that have helped shape Senior Fund’s work over the past decade. The result is a refreshed brand that reflects both the fund’s history and continued commitment to supporting older adults and the aging services network for years to come.
Logo Mark
The new logo symbolizes Senior Fund’s role as a connector within the City’s aging services network. Its woven-ness reflects the interdependence of the system the fund helps to support, while its flowing lines draw inspiration from the Mississippi and Missouri rivers—a defining feature of St. Louis. Just as these rivers shape and sustain our region, Senior Fund works to ensure the network of services for older adults remains strong, coordinated, and sustainable.
Name
Senior Fund’s visual identify may be new, but the fund continues with the same mission of supporting older adults in the City of St. Louis. The fund’s name has been adjusted to put emphasis on the focus on older adults. Moving forward Senior Fund of St. Louis City will be used in the fund’s materials and daily work.
For more information on the brand refresh as well as catching up on Senior Fund’s work, read the 2025 Impact Report.