The most iconic brand in real estate has a new look. A refreshed RE/MAX wordmark and logo were revealed in August 2017 with the ultimate goal of helping the real estate network’s 115,000 agents in more than 100 countries and territories grow their businesses in the digital world.
For the first time in 44 years, the RE/MAX brand has been updated to be brighter, more modern and more appealing to today’s home buyers and sellers.
Frequently Asked Questions
Why change the look?Because
great brands evolve. This is a natural, evolutionary step that helps great brands stay current and relevant with customers, preferences and delivery channels.
When did this process begin?The Brand Refresh initiative began a year and a half ago at the direction of RE/MAX Co-CEO Dave Liniger. In the summer of 2016, branding variations of all sorts were created, refined and tested. The responses of over 20,000 consumers factored into (1) the decision to move forward with the refresh and (2) the final designs.
Who created the new logo/designs?Our partner and creative advertising agency Camp + King created the refreshed logos including the balloon logo, wordmark, new sign designs and a refresh of both The RE/MAX Collection and RE/MAX Commercial. We couldn’t be more pleased with Camp + King’s approach to this process, their creative design, their due diligence in testing and surveying and of course, the resulting brand refresh.
Background: We began working with Camp + King in 2015 and for the last two years, they’ve created our highly-acclaimed national advertising campaign.
How did you test the new logo/design?In addition to the 20,000 consumers that were surveyed throughout this process, we hosted our own internal events, webinars and exclusive viewings with our network of agents and Brokers and the response was overwhelmingly positive. We also did practical testing, applying the new design to yard signs, office signs, digital assets, printed materials and more.
Interesting note: nearly 60% of consumers connected the new balloon logo – with the lettering removed – to RE/MAX. That’s how powerful the red over white over blue design has become.
Is this the first redesign of the RE/MAX logo/brand?This is the first
refresh of the RE/MAX brand since the company was established in 1973 and since the first RE/MAX balloon took flight at the Albuquerque Balloon Fiesta in 1978. You may see some slightly different versions of the balloon or logo throughout the years, but this is the first time the company’s undergone the process to officially refresh the brand. And we were incredibly strategic in doing so since RE/MAX continues to be one of the most recognized real estate brands around the world
When will we start seeing new RE/MAX signs?We’ve already begun to refresh the brand in a number of places including new office signs in Denver, Miami, Las Vegas and San Diego.
Our Broker/Owners and office managers joined us in San Francisco Aug 20-22 for the annual RE/MAX Broker/Owner Conference and were given an in-depth and hands-on introduction to the Brand’s new look. And since that time, we’ve rolled out a number of other assets with the refreshed brand.
Does the logo refresh have anything to do with a change in the company or a new direction?There’s no new, strategic direction for the company but we think the refreshed brand appeals more to today’s home buyers and sellers and is more reflective of our company, franchises and agents. Real estate tools and technologies have changed the way we help people buy and sell houses and so our agents are more progressive than they’ve ever been. But what hasn’t changed is the tenacity, professionalism and outstanding productivity of our agents.
Do you expect to do a redesign or refresh again anytime soon?Not at all. We’ve been incredibly strategic about refreshing this brand to ensure its viability for years to come. We also want to ensure the continuity of the brand and our logo as RE/MAX is consistently named one of the most recognized brands around the world.
