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Sheltering Arms Blog

Sheltering Arms Launches New Brand

Posted on: January 1, 2020 by Jenny Lankford

Sheltering Arms, a 130-year-old Richmond healthcare provider that operates two inpatient physical rehabilitation hospitals and 10 outpatient clinics across the greater Richmond area, announced today the launch of its new brand.

“Sheltering Arms is moving forward, growing and innovating to provide the best care for our patients and we wanted our logo to reflect that,” said Sheltering Arms’ President and CEO Mary Zweifel.

Sheltering Arms’ new logo mirrors the highly innovative healthcare the nonprofit provides. “We are on the cutting edge of physical rehabilitation, combining advanced technology with a holistic approach to care. This recipe gives people the best possible chance for success following illness or injury,” Zweifel added.

While there is a clear tie-in to its well-known logo, the iconic purple tree, the new logo modernizes the look while adding the patient-centric human element that is so central to the history and legacy of Sheltering Arms.

Sheltering Arms Logos Through the Years

The rebrand starts an exciting year for Sheltering Arms. In June, the doors of Sheltering Arms Institute, a collaboration with VCU Health, will open in east Goochland at the intersection of 288 and Broad Street. The brand new state-of-the-science, 114-bed inpatient rehabilitation facility will combine advanced research, training and innovative transdisciplinary rehabilitative care.

About Sheltering Arms
Sheltering Arms helps people find the Power to Overcome the obstacles of illness and injury with a complete range of physical rehabilitation and wellness services. To learn more about Sheltering Arms’ two hospitals (in Mechanicsville and Midlothian) and 10 outpatient clinics, explore our website, call 1-877-56-REHAB, or connect with us on Facebook or Twitter.


Founded in 1889, Sheltering Arms has deep roots in the Richmond community. Rebekah Peterkin, whose father was the rector of St. James Episcopal Church in downtown Richmond from the mid to late-1800s, convinced her sewing circle of friends to help her open a free acute care hospital for those who could not afford healthcare. With little except the circle’s willingness to get the hospital up and running, Sheltering Arms opened its doors at The Clifton House on N. 14th St., later moving to the Grant House on Clay St., which still stands today.

The Clifton House (left) and hospital on Clay St. (right)

In 1981 after identifying physical rehabilitation as a need in the community, Sheltering Arms began service as the first private, free-standing physical rehabilitation hospital in Virginia.

Hospital on Palmyra Ave. in 1966 (left) and Transition to Physical Rehab in 1981 (right)

“No one can know how many lives have been saved and enhanced over three centuries,” Zweifel said. “Rebekah Peterkin and her sewing circle of friends would be astonished at what has blossomed from the small seed they planted so many years ago. Her vision is extending well into the 21st century.”

Present Day:
Today, Sheltering Arms’ clinical experts specialize in treating a wide range of orthopedic and neurological conditions from a pulled muscle to back pain, concussion to stroke, Parkinson’s disease to arthritis, and any other illness or injury.

Underwater treadmill in the HydroWorx aquatic therapy pool

Our care teams are comprised of several disciplines including physical, occupational, and speech therapists, medical psychologists, fitness specialists, and more who work together to develop customized treatment plans for each person’s unique condition. Coupled with the largest selection of advanced technology in the region including robotic exoskeletons and anti-gravity treadmills, people get better, faster.

Practicing walking pattern in the Andago Gait Trainer

“While there are other options for physical rehabilitation in the Richmond area, none treat as many complex conditions with such specificity like Sheltering Arms. We help people get their lives back,” Zweifel said about what sets Sheltering Arms apart.

Balance and vestibular specialist uses video goggles to treat vertigo