LCS Family of Companies Brand Center.

Since 1971, LCS and the LCS Family of Companies have been building a reputation for excellence in the field of senior living. The company is recognized by its name, logo, and other elements of its branding.

These content and graphic guidelines were developed to protect the LCS brands, and are to be followed by anyone using the brand in media, printed materials, or other forms of communication. LCS, Life Care Services, LCS Development, and CPS are registered trademarks. Please refer to the brand standards guide before using these images.

Media inquiries:

Advertising inquiries:


The following section contains answers to some of the most common questions about taglines, company descriptions, preferred terms and brand standards for LCS and the LCS Family of Companies.

LCS is the parent brand. Life Care Services, LCS Development, CPS, Health at Home, and LCS Real Estate are sub-brands and business lines of LCS. LCS does not use a tagline. On first reference, sub-brands should include its tagline. Please note, the word “An” is capitalized. Example: LCS Development®, An LCS® Company.

  • Brand name: LCS®
  • Brand name: Life Care Services®
    Tagline: An LCS® Company
  • Brand name: LCS Development®
    Tagline: An LCS® Company
  • Brand name: LCS Real Estate
    Tagline: An LCS® Company
  • Brand name: CPS®
    Tagline: An LCS® Company
  • Brand name: Health at Home
    Tagline: A US CareNet and LCS partnership
  • Additional copy taglines:
    The LCS® Family of Companies
    Managed by Life Care Services
  • Referencing multiple brands with tag lines: Example: Life Care Services® and LCS Development®, LCS Companies

Use Guidelines

  • Trademark symbols are to be used in first reference. First reference is considered to be in the copy of the document rather than in the headline.
  • If a logo is on the page and the logo contains a trademark symbol, this counts as the first reference.
  • Trademark symbols are not to be used in advertising headlines, news release headlines, or website navigations.
  • On first reference, the individual business lines must be followed by their respective taglines.
  • LCS and its business lines are not italicized.
  • LCS is not to be used interchangeably with Life Care Services. LCS is the parent company; Life Care Services is the community management company and a business line of LCS.
  • Avoid using the LCS name in a plural or possessive form.
  • The reference to brand names is passive when describing a community’s relationship to the parent company and its business lines (sub-brands).
    Example: “Timber Ridge at Talus is managed by Life Care Services®, An LCS® Company.”
  • Brand names are not to be used as adjectives.
    Example: “…a community managed by Life Care Services…” not “…a Life Care Services-managed community…”

First determine the number of colors that you will need for your application. Anything digital/online should use the 4-color version of the logo. Other versions of the logos have been provided for use when 4-color process printing is not an option.

Next, check with your printer or designer on what file format they would prefer. Here is a quick guideline on when you may need to use each file format.  If you have questions or are unsure, feel free to call Jeri Uhlmansiek (contact information is above).

  • EPS– An EPS file is vector artwork that can be enlarged to print at any size. This file will be preferred by most printers, and graphic designers also like to work with EPS files. Note, this file format can only be opened with design software. Most PCs will not be able to open this file.
  • JPEG– A jpeg file is a typical file used by many business professionals. The CMYK jpeg should be used in printed materials while the RGB jpeg should be used on digital/online materials.
  • PNG– The png file should primarily be used in online situations. All png files have transparent backgrounds.

Use this standard profile language at the bottom of each news release issued by or on behalf of LCS. Use the LCS profile on every release; if a business line is referenced in the release, include the profile of the business as well.

About LCS®
Based in Des Moines, Iowa, and established in 1971, LCS is a leading provider of high-quality senior lifestyle products and services. The LCS Family of Companies focus on development, operations management, marketing and sales management, and strategic planning for Life Plan Communities, formerly referred to as Continuing Care Retirement Communities (CCRC), and rental independent living, assisted living, and memory care communities nationwide. The company also provides a full-service real estate private equity enterprise, insurance, national purchasing consulting services and in-home care. The companies of LCS serve thousands of seniors across the nation. For more information, visit

About Life Care Services®
Life Care Services, An LCS Company, established in 1971 and based in Des Moines, Iowa, is the nation’s leading manager of full-service senior living communities. Life Care Services currently provides operations, and marketing and sales management services for not-for-profit and for-profit Life Plan Communities, formerly known as Continuing Care Retirement Communities (CCRC), and rental independent living, assisted living, and memory care communities nationwide. For more information, visit

About LCS Development®
LCS Development, An LCS Company, is a full-service developer of senior living communities, including Life Plan Communities, formerly known as Continuing Care Retirement Communities (CCRC), and rental independent living, assisted living, memory care and skilled nursing communities. LCS Development specializes in master planning and development of new communities, and expansion and renovation of existing communities. Since 1971, LCS Development has served owners and sponsors with a tailored approach and a depth of in-house resources and expertise. For more information, visit

About LCS Real Estate™
LCS Real Estate, An LCS Company, is a full-service real estate private equity enterprise providing a full complement of capital market services to the parent company including investments, debt placement, and asset management of senior living communities. LCS Real Estate actively pursues transactions, connects its investor partners with opportunities, and sources deal flow. For more information visit

About CPS®
CPS, An LCS Company, is a national purchasing consulting organization specializing in connecting communities in the field of senior living to over 250 well-respected suppliers in the field of senior living. CPS provides dedicated and experienced customer service resulting in cost savings in operations, food service, medical supplies, therapy, pharmacy, and more for its clients. For more information, visit

About Health at Home
Health at Home provides in-home healthcare, companion care, nurse practitioner clinics and care management services. Founded by LCS in 1984 and now a US CareNet and LCS partnership, Health at Home specializes in tailoring its services to meet clients’ needs in their residences of choice. Health at Home currently has licensed and Medicare-certified agencies in Arizona, California, Connecticut, Florida, Illinois, Indiana, Kansas, Maryland, Minnesota, Missouri, Tennessee, and Texas. For more information, visit

LCS Foundation™
The LCS Foundation is a 501(c)(3) organization established by leaders from the LCS Family of Companies. LCS Foundation was created to develop future leaders of the senior housing and care profession;  support Alzheimer’s care and research initiatives; provide financial relief for personnel during crisis situations; and to perpetuate the Foundation’s mission through strong governance and ongoing contributions. It is governed by a volunteer board of directors who are connected to the field of senior living and have a deep passion for serving seniors. More information can be found on the LCS Foundation webpage.

These facts about Life Care Services, the management company of LCS, may be used in news stories regarding the company.

  • Life Care Services is the nation’s leading manager of senior living communities and currently provides operations, marketing and sales management services for not-for-profit and for-profit communities.
  • Life Care Services manages the largest number of not-for-profit communities nationwide.
  • Life Care Services serves nearly 35,000 residents in 31 states.
  • Life Care Services is the second largest senior living manager in the nation.

Updated September 17, 2018

LCS Branded Programs and Services

Customers and partners look to the LCS Family of Companies to provide solutions that help them navigate and thrive in a complex, ever-changing environment. The following program and services are unique to LCS and Life Care Services. Only use the program name if it is fully operational in the community. Note: Some programs require italics with the trademark symbol.

C3 Information Odyssey™ – A secure social media network for seniors. The system is a web-based portal for staff, residents, and their families to read community announcements and other community-related documents. The system provides communities with a solution to meet the evolving needs and expectations of the residents, and an efficient way to communicate with residents in a timely manner.

ContinuingCare – Lifelong access to skilled nursing, memory care and short-term skilled care at a discount.

Extraordinary Impressions® – A proprietary program that helps the LCS Family of Companies and communities managed by Life Care Services better serve seniors, retain good employees, and minimize costly turnover. Based on the first LCS principle, We Serve the Customer First and Foremost, this hospitality program ensures employees deliver a distinctive service to seniors and to each other.

HeartfeltCONNECTIONS – A  Memory Care Program® – A comprehensive program for those providing care to seniors with memory impairment.

LCS Advantage – An insurance service providing tailored, proprietary property and casualty insurance for senior living communities; made available to communities managed by Life Care Services. LCS Advantage offers property and general and medical professional liability insurance, auto, workers compensation, crime and umbrella liability insurance through the AIG and Zurich insurance group.

LCS Envision™ – A proprietary, systematic process of evaluation, discussion, and collaboration that helps owners or boards, and executive directors manage the future of their senior living community.

LCS Insight™ – A proprietary, web-based system for communities managed by Life Care Services, which converts raw data into illustrative leadership dashboards so leadership can quickly assess the operational health of the community.

LCS Lifestyle and Health Services Program – A wellness program to nurture psychological, physical and social wellbeing to support vibrant, engaging lifestyles for residents.

LCS Reliance, LLC – A health care billing service designed to assist communities managed by Life Care Services with interim billing and collection support. The service provides temporary assistance to accounting departments for vacant billing positions. LCS Reliance also provides educational training for Medicare insurance and gives support for accounts receivable aging to mitigate risk associated with write-offs due to untimely billing.

LCS University® – A robust training and development program that ensures LCS has the finest personnel to fill key positions.

LifeCare® – A full continuum of quality, long-term health services, within the comfort of a familiar setting at a significant saving when compared to other types of senior communities or health care options.

One You. One LCS – A talent brand, focused on employee development, growth, benefits, and education.

Return-of-Capital® Plan – A plan that repays a percentage of a resident’s initial entrance fee to the residents or their estate.



LCS and the LCS Family of Companies strive to represent the field of senior living with dignity and respect. We encourage using these terms when writing about senior living communities, their residents, their care, and their lifestyles.

“the field of senior living” (not “the senior living industry”)

“the residents” (not “our residents”)

“seniors,” “older adults,” or “retirees” (not “the elderly”)

“community” (not “facility”)

“home” or “residence” (not “unit”)

“senior living community”

“assisted living”

“independent living”

“skilled nursing”

“memory care”

“Life Plan Community” (not “Continuing Care Retirement Community” or “CCRC”)

All communication from or about LCS and its companies follows AP Stylebook ( and the spelling and definitions of Merriam-Webster ( Preferences and/or exceptions are listed below.

Preference and Exceptions


  • Spell out on first reference followed by the abbreviation in parentheses. Do not use periods with acronyms or abbreviations.

Bullet points

  • Write in parallel construction. Start each point with the same part of speech.
  • If each bullet point is a complete sentence, punctuate each with a period. If each bullet point is a fragment, do not punctuate (including no period on the last point).
  • Do not separate bullet points with commas or semicolons, and do not use a conjunction before the last bullet point.


Refer to AP Stylebook. Also see “Titles” for guidelines about capitalizing business and media titles.


The LCS preference for printed material is to write in lowercase unless the word begins the sentence; hyphenate. In digital material, use the term without the hyphen to decrease the character count. Whichever style you use, hyphen or un-hyphenated, it’s important to be consistent throughout the document.

Geographical references

The names of the 50 U.S. states should be spelled out when used in the body of a story, whether standing alone or in conjunction with a city, town, village or military base.

health care

Spell as two words.


  • Spell out numbers of nine or less in text. Use numerals for ten and greater.
  • Use numbers for percentages, measurements, ages, and prices.

Percentage signs

  • Spell out percent in running text.
  • Use the percentage sign (%) in charts, tabular material, or in limited spaces.


  • Use present tense for verbs (e.g., “says” not “said”).


  • Gender – Use gender-neutral terms and sentence structure.
  • Race and Ethnicity – Only identify race or ethnicity if it is a significant or historic detail. If used, the words “white” and “black” aren’t capitalized when referring to ethnicity. If used, the term for an American of a particular descent is hyphenated (e.g., Irish-American).
  • Disabilities – Describe the person apart from the disability to remove stigma. Example: “She has a memory impairment,” not “She is memory-impaired.”

Series comma

  • Use the series comma. Place a comma before a conjunction in a series of three or more terms. Example: “LCS hires talented, dedicated, and resourceful professionals.


  • Accepted format: 8 a.m., 10:30 p.m.
  • Use “noon” and “midnight” instead of 12 p.m. and 12 a.m.


Business titles

  • Titles are lowercase when followed by a name. Example: “Ed Kenny, chairman and CEO of LCS ….”
  • Titles are uppercase when preceded by a name. “LCS Chairman and CEO, Ed Kenny ….”
  • Abbreviated titles are uppercase.
    Example: CEO, COO, CFO, CIO, CHRO

Media titles

  • Italicize titles of books, films, magazines, record albums/CDs, newsletters, radio and television shows.
  • Use quotation marks around articles, television show episodes, chapter titles, song titles, poems, and short stories.