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In a move that the company said makes it appear to be more modern to real estate consumers, RE/MAX rolled out an updated brand this week that tweaks its iconic balloon and logo.
For the first time in its 47 years, the RE/MAX balloon won’t include the company’s name as the company has moved to join other well-known brands that streamlined their logos.
RE/MAX also updated its wordmark as part of the branding update, moving to drop the slash between RE and MAX in the updated logo. The company said the update would be more dynamic online. The company’s brand standards still require the forward slash to be included in the name when it’s typed in regular text: RE/MAX, the company said.
“One thing that’s so important in this day and age is how you show up online,” Abby Lee, a RE/MAX marketing executive, said in a statement. “We want to put these refreshed brand assets into your hands now so you have the tools you need to show up better on social media channels and in digital advertising.”
The company said the vast majority of homebuyers and sellers start through some online process, making it more important to stand out digitally.
The change in the wordmark will also allow RE/MAX affiliates to place an image between RE and MAX.
The company’s initial logo from 1978 proclaimed the company was “above the crowd.” RE/MAX updated that in 2005, dropping the phrase and slightly updating the appearance of the balloon.
The company made comparisons to Apple, Mastercard and Starbucks, which all originally included their names in their logos before eventually dropping them after gaining notoriety.
The company included the results of a survey that it said showed people interested in homebuying and homeselling preferred its new logo over its existing one — and over other real estate competitors.
“We’re repositioning ourselves for the next 50 years of RE/MAX,” Lee said.
