• For the first time in 44 years, the Re/Max brand has been updated.

You know the look you have when your hairdresser subtly updates your ‘do? Still like yourself — only a little bit fresher?

Today, some people might be looking at Re/Max and wondering what’s different about the behemoth real estate brand. It’s this: Co-CEOs Dave Liniger and Adam Contos revealed a “refreshed” branding family at the annual Re/Max Broker Owner Conference in San Francisco.

“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 recognizable as Re/Max,” the company said in a release. This is the first time the brand has been updated in 44 years. (In 2005, there was a “slight change to the balloon on the sign,” noted Re/Max Vice President of Marketing Abby Lee. “The balloon went from tilted to upright. The sign design and word mark remained all the same.”)


New logo: Re/Max Wordmark (CNW Group/Re/Max)


New branding: Re/Max Balloon logo (CNW Group/Re/Max)


New logo: Re/Max Collection logo (CNW Group/Re/Max)


“Great brands evolve and Re/Max is no different,” said Contos. “We believe the updated balloon, wordmark and family of brands will help our agents grow their business and give them an even bigger competitive advantage in digital, social media and mobile marketing.”

Re/Max’s former logo and balloon branding.

The release also quoted Pete Crowe, Senior Vice President of Communications and Marketing, as stating that “the responses of more than 20,000 consumers factored into the decision to embark on a brand refresh.”

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

A “global day of celebration” on September 20 will celebrate the refresh, and you can expect to see the logos out in the wild “in the coming months,” the release said.

Editor’s note: This story has been updated with more details about the history of the brand and logo.

Email Amber Taufen

Like me on Facebook! | Follow me on Twitter!

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription
×