New RE/MAX branding takes flight
Consumers found the “digital-first” logo — which includes a subtler take on the brand’s famous balloon — more appealing than the old design, the company said.
Not only is the red, white and blue RE/MAX balloon iconic, it's one of the most recognized images in the real estate industry — and beyond.
And now, it's history. This week, RE/MAX rolled out a new, "digital-first" logo that retains the essence of a balloon but with a more modern feel.
Why the change? The point is to help agents "show up better, day in, day out in social media channels and digital advertising," said Abby Lee, RE/MAX's executive vice president of marketing. "We're not talking about a full-blown refresh, that will come later."
RE/MAX CEO Erik Carlson said during a call with investors last week that the company — which has seen a steady decline in revenue and agent count — was looking to "strengthen our swagger." The new look, developed with Camp + King, certainly makes a statement.
According to survey data shared by the company in a Facebook post, the new logo was more appealing to potential buyers and sellers than either the old RE/MAX logo or the logos of key competitors.
And 78% of those surveyed said they still "recognized the new balloon as RE/MAX, even without the wordmark."
The reaction so far: As with any rebrand, there are strong feelings on all sides.
Some agents posting on Facebook were in the "love it" camp, celebrating the new logo as fresh and inspiring. Others fretted about the cost of the change or expressed disappointment at the lack of balloon-ness, saying RE/MAX was losing its identity.
The design community on Reddit, meanwhile, called out similarities to the Pepsi logo.
Love it or hate it, it's got people talking about RE/MAX.
"The RE/MAX balloon is the most powerful image in real estate," Lee told Real Estate News when the brand celebrated its 50th anniversary in 2023. "That's been the case for decades and will be for decades to come."