Atlanta-based multifamily investor, manager, and developer Cortland Partners has launched a new corporate brand identity, which includes an updated name, a new logo, and a reimagined brand strategy.

The company will now be known simply as Cortland, and many of its communities will prominently feature this name and a new logo. The move aims to increase the brand’s visibility in the market and its recognition among potential customers.

“We saw that the multifamily industry was going to shift from consumer products to consumer services,” says Steven DeFrancis, CEO of Cortland. “We believed that if you made product and people your priority, you would outperform your competitors while providing an outstanding experience for your residents. So we pursued excellence in every aspect of our business. By bringing everything in-house, we’re able to effectively deliver the hospitality-focused, resident-centric living experience we’ve become known for.

"Our refreshed brand reflects our evolution as a company and will one day be the brand people think of first when they think about great living options and experience in the multifamily industry,” DeFrancis continues.

Cortland currently owns and operates more than 49,000 apartment homes across 138 communities, with regional bases in Charlotte, N.C.; Dallas; Denver; Houston; and Orlando, Fla. The firm aims for an entirely integrated approach to multifamily, with its in-house services including market research and resident segmentation, design services, construction management, materials sourcing, and supply-chain management.