U.S. Lawns President Ken Hutcheson unveiled the rebranding of U.S. Lawns to franchisees at the company’s annual conference in Baltimore.
New colors, logo, uniforms, fleet design, collateral, website, newly defined brand DNA, and new direction were all welcomed with cheers, applaud and shout-outs of the new tag line “Your Turf. Our Lawn.”
“Our conference theme ‘It’s Time’ was chosen carefully in preparation for this tightly-kept rebranding secret,” said Hutcheson. “We wanted the unveiling to be a complete surprise to our franchisees. We hyped the conference for several weeks prior, with hints of change to come. We wanted anticipation. We wanted expectation. We wanted to energize them…and it worked.”
After Hutcheson’s presentation, a solitary drummer led everyone outside, where trucks and a trailer rolled into view, bearing the new blue U.S. Lawns logo, as the drum corps, donned in the new blue uniforms, led the charge of franchisees into a new era for U.S. Lawns.
“Our original logo has stood strong since 1986,” said Hutcheson. “We changed the logo style only slightly, to make it crisp and stronger. We picked a color that denotes service and professionalism. Strong, bold, regal. We defined our brand DNA for Franchisor Operations, Franchisee Operations and Strategic Operations to have clear guidelines for our future. We have always utilized our phrase ‘National Strength, Local Commitment’ as part of what sets us apart from our competitors. Our new graphic map, reminiscent of airline destination maps, showing our locations nationwide, prompted us to add a third message to complete the refreshed phrase we use for the value we add. It is now, ‘National Strength, Local Commitment, and the Power of the Network.’”
U.S. Lawns franchisees will roll out the new branding in their local markets throughout the upcoming months.