New look for iconic real estate brand after 44 years

by Steve Randall22 Aug 2017
RE/MAX has unveiled a new look for its brand, the first in the 44 years of the growing global real estate firm.

The iconic red, white and blue hot air balloon remains of course, but it has been refreshed to be brighter and more modern. The firm received feedback from around 20,000 home buyers and sellers before deciding on the brand refresh.

“Our new look better represents the enthusiastic entrepreneurs who comprise our network,” said co-CEO Adam Contos. “Great brands evolve and RE/MAX is no different. We believe the updated balloon and wordmark will help our agents grow their business and give them an even bigger competitive advantage in digital, social media and mobile marketing.”

The new design was revealed Monday to hundreds of franchisees at the annual RE/MAX Broker Owner Conference in San Francisco.

“Buyers who are 36 years old and younger continue to purchase homes at a higher rate than other age groups,” said Pete Crowe, RE/MAX Senior Vice President of Communications and Marketing.

“At the same time, real estate tools and technologies have drastically changed the way we help people buy and sell houses. The refreshed brand is a proactive move to continue to position RE/MAX agents as industry leaders for the home buyers and sellers of today and tomorrow,” added Crowe.

RE/MAX was founded in 1973 by Dave and Gail Liniger and has grown to 115,000 real estate agents in more than 100 countries and territories.

The Denver-headquartered firm will celebrate its new look with local events across its global reach on September 20 and will launch a new TV campaign in the US in the fall.

“It’s a brand evolution, not a brand revolution,” said Crowe. “The subtle adjustments to the most powerful image in real estate was a natural next step across our residential, luxury and commercial brands.”


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