May 20, 2025
Shoals Ambulance, a leading Emergency Medical Services (EMS) provider in Alabama and a member of the Priority Ambulance family of companies announced today the unveiling of a new company logo. This new design was revealed in conjunction with National EMS Week, honoring EMS professionals across the country and celebrating the company’s continuous dedication and commitment to providing high-quality medical services throughout the community.
Founded by Bryan Gibson, Shoals Ambulance began as a single ambulance operation in Bessemer—the first step in what would become the Priority Ambulance family of companies. Serving communities across Alabama for more than 10 years, the ambulance operation unveils a new logo to align with the national family of companies’ branding and rededicate its commitment to the community as it looks to the future.
The logo’s defining feature is a dynamic “s” that does more than represent the Shoals name. It captures the fluid movement of emergency medical services and pays subtle homage to the geographic term “shoals”—referencing the water-like adaptability required in emergency response. The design also has a strategic alignment that connects Shoals Ambulance more closely with the broader Priority Ambulance brand while maintaining its distinct local identity.
“Our new logo reflects who we are and how we’ve grown,” says Bryan Gibson, Shoals Ambulance founder and CEO of parent company Priority OnDemand. “From our first days serving Bessemer and Jefferson County to becoming part of a larger network, we’ve remained committed to providing exceptional emergency medical services.”
Launching during the 2025 EMS Week theme of “We Care. For Everyone,” the logo reinforces Shoals Ambulance’s core mission. It symbolizes the organization’s commitment to serving diverse communities with professionalism, reliability, and compassion.
The new logo will gradually be implemented throughout 2025 across the Shoals Ambulance fleet, facilities, and communications materials. For more information about Shoals Ambulance, visit www.shoalsambulance.com.