After 44 years, RE/MAX reveals refreshed brand identity

Yesterday RE/MAX Co-CEOs, Dave Liniger and Adam Contos, revealed a refreshed RE/MAX brand, including the world-famous balloon logo and wordmark, to hundreds of franchise owners at the annual RE/MAX Broker Owner Conference in San Francisco.

“Our new look better represents the enthusiastic entrepreneurs who comprise our network,” said 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.”

RE/MAX Balloon Still Flying High

The iconic red, white and blue hot air balloon has been updated to be brighter, more modern and more appealing to the home buyers and sellers of today – while being instantly recognisable as RE/MAX.

According to Pete Crowe, RE/MAX Senior Vice President of Communications and Marketing, the responses of more than 20 000 consumers factored into the decision to embark on a brand refresh which is the first in the 44-year history of the real estate franchisor.

“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.”

That’s the Sign of a RE/MAX Agent

Building on the 2016 launch of the Sign of a RE/MAX Agent campaign, the brand refresh continues to grow alongside current real estate trends. For the fourth straight year, the largest group of homebuyers are millennials, who comprise 34% of buyers in Northern America. “Buyers who are 36 years old and younger continue to purchase homes at a higher rate than other age groups,” said Crowe. “At the same time, real estate tools and technologies have drastically changed the way we help people buy and sell houses.”

Adrian Goslett, Regional Director and CEO of RE/MAX of Southern Africa, says that much like the US statistics, the large majority of homebuyers in South Africa are below the age of 36 years old. “As a brand, we need to adjust to the evolving real estate sector in which we find ourselves. Younger generation buyers are using technology to search for homes and to stay relevant we need to move with the times. 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.”Looking Beyond the Horizon

In the coming months, consumers will begin to see the new logo on sign boards, office fronts and advertising. Also, the network of 115,000 agents in more than 100 countries and territories will celebrate the refreshed look with local events on a global day of celebration on September 20, including at RE/MAX headquarters in Denver. The crisp, contemporary twist on the iconic brand will also be seen on remax.com.