American Family files trademark for “100 Years. Millions of Dreams.”

American Family Mutual Insurance Company has filed a trademark application for the phrase “100 Years. Millions of Dreams.”, signaling a potential branding initiative tied to the insurer’s century-long history.

The application, filed on February 17, 2026, covers a broad range of insurance activities including underwriting, brokerage, claims processing, consultation, and insurance administration across life, health, auto, commercial, farm, ranch, homeowners, and property lines.

The filing lists the mark as a standard character mark under International Class 36, which includes insurance and financial services.