TruGreen LandCare rebrands

TruGreen LandCare, based in Ijamsville, Md., rebranded, changing its name to LandCare.

A new logo and colors also debuted along with the tagline, “Your Land. Our Care.”

The brand was developed with input from branch teams. CEO Mike Bogan, a former Brickman executive who took the helm in 2014, met with several hundred team members across all 50 branches over a few months to uncover the company’s core values and create the new brand.

“It was important to me to understand what drives our team members and what makes them want to come to work every day,” Bogan said. “The result is a brand that honestly reflects the spirit of the company and one that I know everyone on our team can stand behind.”

TruGreen LandCare was created in the late 1990s when ServiceMaster acquired landscape companies throughout the U.S. and merged with LandCareUSA. In 2001, TruGreen LandCare spun off from ServiceMaster when it was purchased by Aurora Capital Group. TruGreen LandCare did $205 million in 2014 annual revenue.

“Though our team has always been focused on quality and service, having a set of shared values will provide a touchstone to help us strengthen our culture and continue making the right choices in the best interest of our people and our customers,” Bogan said.

It’s not the only major national landscape company to rebrand this year. ValleyCrest Cos. and The Brickman Group, which merged last year, will begin going by the new brand BrightView this year.