New Brand Reflects New Mission For Company As It Enters Fifth Decade
MEMPHIS – A lot has changed since American Home Shield (a business unit of The ServiceMaster Company) founded the home warranty industry 40 years ago, and as the company embarks on its fifth decade as the industry leader, it has introduced a new branding initiative to better reflect the company’s commitment to simplifying the lives of homeowners.

While a more contemporary logo, new lifestyle photography and a more interactive, easy-to-use website, www.ahs.com, are among the most visible elements of the rebranding, company leaders are quick to point out that this effort is part of a much bigger strategy.

“Strengthening our brand identity is about more than just changing our colors and logo and website; it’s part of a overall effort to position ourselves in a more meaningful, consistent and bold way with consumers,” said American Home Shield...