ST. LOUIS-Hallmark Holdings LLC, a senior housing developer and manager based here, is changing its name to Allegro Senior Living LLC. The company, a division of the 135-year-old Love Cos., has eight properties in Florida and the Allegro Helmwood community in Kentucky.

As part of the rebranding, Love Management Co. and Hallmark Development Co. are also being rebranded as Allegro. The name comes from one of Love’s first properties, and had been Hallmark’s name for its line of luxury retirement communities. Love’s companies have been active in the development and ownership of a broad range of real estate activities with interests in Missouri and in several other states including Florida and Texas.

Allegro Senior Living owns six properties with a market value in excess of $123 million, and is investing $64 million in the development of two additional senior living communities in Stuart, FL and Jupiter, FL. The new properties will add a total of 332 units to those owned and managed by Allegro. As a result, when the projects are completed, the company will have almost 1,000 employees and will operate more than 1,000 units, representing a 50% increase over the current size of the company, the firm said in a statement.

“Despite operating as one company, we found that employees, residents and their families and others in the senior living industry were often confused about how our ownership, management and development entities were connected,” said Douglas Schiffer, president of the Allegro firm. “Now our name makes it more apparent that we are one company, better describes what we do, and puts our corporate identity in line with that of our individual Allegro properties, which are recognized and well-respected within the senior living industry.”