Century 21 rolled out a sweeping rebrand that aims to paint the nearly 50-year-old franchisor in a clean, sophisticated light. Overseen by CEO Nick Bailey, who took over the company in August, the aesthetic overhaul is intended to go beyond the surface to signify C21’s “big, bold, ambitious moves ahead.”

On Thursday Century 21 rolled out a sweeping rebrand that aims to paint the nearly 50-year-old franchisor in a clean, sophisticated light. Overseen by CEO Nick Bailey, who took over the company in August, the aesthetic overhaul is intended to go beyond the surface to signify C21’s “big, bold, ambitious moves ahead,” according to the website announcing the rebrand.

“It was time for a remodel,” the site reads. “So we tore the old house down to the studs and rebuilt it with our most valuable asset in mind. You. Our agents.”

C21 redesigned signage

The agent-focused campaign features entirely redesigned listing flyers, business cards, new-agent ads, yard signs and even decor ideas for the office with the company’s signature colors — black, and a newly toned-down, more metallic gold. A separate campaign targeted at consumers will launch on Sunday. The modern look is a stark contrast from its former logo — and a big leap from the iconic, vintage gold jackets that the brand retired over a decade ago.

“We are 47-years-strong but 47-years-old, and we needed to be re-energized,” said Bailey, who has set a company-wide target for doubling its annual transactions from 2017’s 417,000 to 832,000 in five years. “It was about: how do we blow the dust off for the next generation?”

C21’s former logo

One of the main messages of the rebrand is the company’s bid to “defy mediocrity.” In practice that means creating “extraordinary” experiences for consumers, Bailey told Inman, such as the experiences being delivered by tech giants like Amazon, Netflix and Yelp.

“To be competitive, we owe it to our agents to be relevant today and tomorrow,” Bailey said.

“As long as the National Association of Realtors is built as a membership system, we will have a low barrier to entry,” added the CEO. “We are stepping away; we want to define the standard because the industry doesn’t.”

When Bailey spoke to Inman in August last year, he emphasized that he wanted C21 to be part of the industry conversation again. His appointment as CEO came in the midst of a seemingly aggressive regrouping strategy at C21’s parent company Realogy, which owns a number of legacy real estate franchises. Today, Bailey made his company’s stance clear.

“One thing we know [is] it’s the real estate business we are in,” Bailey told Inman. “Right now real estate companies are saying, ‘We are in the training business, we are in tech.’ There is no question, Century 21 is in the real estate business.”

Email Gill South.

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
×