Press Release


New Brand Reflects New Mission For Company As It Enters Fifth Decade

December 14, 2011 6:00 PM EST

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,, 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 president and CEO Dave Crawford. “Our brand is everything we do, from how we represent it visually to how we reinforce it through our customer experience – and we’re taking big steps forward on both fronts.”

In addition to its updated branding, Crawford said the company is investing in new technology in virtually all areas of its operations, making significant enhancements to its core business, and expanding its portfolio beyond its traditional home warranty services.

For instance, American Home Shield introduced preventative maintenance plans to consumers this fall, the first in a series of new services that it expects to introduce in the coming year. The company’s preventative maintenance plans provide homeowners with annual (or bi-annual) inspection and maintenance services on their choice of major appliances or systems; these services are performed by members of American Home Shield’s network of more than 10,000 professional contractors.

“Our job is to help homeowners worry less and live more, and that’s at the core of our brand identity,” said Crawford. “Whether we’re making repairs after a breakdown or helping to extend the lifespan or efficiency of a major system or appliance, 1.4 million customers a year depend on us for their home repair and maintenance needs.

“American Home Shield’s services have never been more relevant to the nation’s homeowners than they are today. This personal connection is what a great brand is all about.”

About American Home Shield

American Home Shield founded the home warranty industry in 1971 and remains an industry leader, servicing 1.4 million customers across 49 states. In addition to its core focus on home protection plans, the company recently introduced a preventative maintenance product in 18 states across the country. The Memphis-based company operates three customer service centers, employs approximately 1,600 employees and has a national contractor network made up of over 10,000 independent home-service contractors. American Home Shield is part of theServiceMaster family of brands, one of the world’s largest and most versatile service networks. The company’s brands include TruGreen, Terminix, American Home Shield, ServiceMaster Clean, Merry Maids, Furniture Medic and AmeriSpec.

About ServiceMaster

With a network of more than 6,900 company-owned, franchise and licensed locations, Memphis-based ServiceMaster is one of the world’s largest residential and commercial service networks. The company’s high profile brands are TruGreen, Terminix, American Home Shield, ServiceMaster Clean, Merry Maids, Furniture Medic and AmeriSpec. Through approximately 24,000 corporate employees and a franchise network that independently employs over 31,000 additional people, the ServiceMaster family of brands serves more than 8.2 million customers every year. Our brands hold market-leading positions in residential and commercial lawn, tree and shrub care, termite and pest control, home warranties, furniture repair, home inspections, residential and commercial cleaning and disaster restoration. Go  or for more information about ServiceMaster.



Chris Curran
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