The Alter Group changed its name to Alter in a major rebrand that includes a new logo, and a multimedia site after 61 years of business.

The Chicago-based national real estate development firm’s President Michael J. Alter announced the rebrand in January.

The rebrand recognizes that the company is leaner and faster as it re-focuses its strategy and core products, Class A offices, master-planned mixed-use developments, and medical facilities under the auspices of Alter’s healthcare affiliate, Alter+Care, Alter said.

Alter’s mission follows businesses greatest need, the ability to recruit and retain top workers in the nation, he said.

“Alter directly addresses this by creating buildings and spaces that power productivity, knowledge transfer, engagement and innovation,” Alter said.

Alter understands building a building or executing a substantial lease is important for companies, said Richard M. Gatto, executive vice president. This allows a business to express its bran in the environment and create culture and community among the employees who work there, he said.

“When buildings and spaces succeed, they speak equally to resident workers, mobile workers and distributed teams; at the same time they radiate an iconic image to customers and the capital markets,” Gatto said.

Over the current cycle, Alter continues to create Class A high-rise offices in dense urban locations, and planned campuses that draw thousands of people weekly because of their important entertainment and lifestyle features, said Randolph Thomas, executive vice president.

“Buildings today need to promote social time and learning beyond the office through a strong surrounding context with dynamic public spaces,” he said.