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Editorial


Front Page - Friday, April 13, 2018

NAR unveils first new brand in 45 years




The National Association of Realtors has launched a new logo for the first time in 45 years. The symbol leverages many of the familiar attributes and visual elements of the previous Realtor emblem, including the recognizable blue color palette, but moves the logo from a flat, two-dimensional image to 3D.

The NAR’s president, Elizabeth Mendenhall, attached great significance to the new design.

“The NAR and its members have always understood that real estate is, and always will be, a people-focused business,” she said. “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. Selling a home is more than a transaction; we are helping clients achieve their hopes and dreams.”

The original “block R” logo was first adopted in 1973, when the association changed its name from the National Association of Real Estate Boards to the National Association of Realtors. The membership mark is recognized globally and identifies a real estate professional who is a member of the association and subscribes to its strict code of ethics.

Not all real estate agents are Realtors; only those who join the association can call themselves a Realtor and use the logo.

The new logo consists of a contemporary 3D cube holding a slightly redrawn but still recognizable “R” letterform and a simple san-serif typography for the association name.

The NAR’s CEO, Bob Goldberg, also offered airy praise for the change.

“Technology, shifting market conditions and consumers are reshaping the real estate industry at a breakneck pace. 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, he said.

“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.”

The NAR worked with Conran Design Group, a global branding and design firm headquartered in New York and London, where it originated over 60 years ago, to evolve the association’s brand identity and logo. Conran has worked with numerous other recognizable brands, including Coca-Cola, P&G, Pfizer, Nestle, Rolls-Royce and Shell.

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.

Source: NAR

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