The Chicago-headquartered National Association of Realtors (NAR) has revealed a modern new visual identity to make its brand and mark more multi-dimensional, dynamic and future-focused. The new brand, redesigned for the first time in 45 years, leverages many of the familiar attributes and visual elements of the trusted Realtor mark, including the recognizable blue color palette, but moves the logo from a flat two dimensional image to 3-D, adding further depth, dimension, and elevation to the brand.
“NAR and its members have always understood that real estate is, and always will be, a people-focused business,” said Elizabeth Mendenhall, President of NAR and a sixth-generation Realtor from Columbia, Missouri, and CEO of RE/MAX Boone Realty. “The evolution of the Realtor brand reinforces who we are as an organization – an unrivaled advocate and trusted resource in real estate, growing and adapting to the changing demographics and needs of today’s buyers, sellers and investors. It expresses the role that Realtors play in a meaningful and deeply emotional milestone in life, and more than simply a transaction, we are helping clients achieve their hopes and dreams.”
The newly evolved mark and logo, referred to as a “new dimension,” has a 3-D cube holding a slightly redrawn but still very recognizable “R” letterform and a simple and bold san-serif typography for the association name.
“Technology, shifting market conditions, and consumers are reshaping the real estate industry at a breakneck pace; and when I became NAR’s CEO last fall, I vowed to lead the association into the future and ensure that our members can compete and thrive in a dynamic marketplace,” said Bob Goldberg, CEO of NAR. “The new brand embodies the association’s rich history, but better reflects our forward-thinking focus and how we’ll stay ahead of industry evolution and disruption and continue to lead the real estate industry in the years ahead.”
NAR worked with Conran Design Group, a global branding, and design firm headquartered in New York and London, to evolve the association’s brand identity and mark. During the nearly yearlong rebranding process, Conran conducted extensive research and focus groups of consumers and Realtors. In early June, NAR will begin the brand transition process across its communications, as well as implement the external brand roll out to its more than 1,200 affiliated local and state associations of Realtors and its 1.3 million members.