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Mayflower is the trusted brand that Americans have turned to for moving services for more than
80 years. In 2010 Mayflower introduced updated branding with a new logo and tagline. The new logo combines the iconic Mayflower ship with an updated design, color scheme, and font. The updated branding provides a fresh approach but draws on the heritage of the company's long and rich history.

The new tagline, “Mayflower. Every step of the way.” conveys the philosophy of Mayflower’s careful and trusted movers and the company’s dedication to serving its customers throughout every phase of the moving process. The tagline was introduced in a television commercial
featuring Mayflower movers moving a 20-foot-tall marionette. The movers carefully guide her through each step as she moves from one home to another.