(Est. 1908) “The National Association of REALTORS® (NAR) is America’s largest trade association, representing 1.3 million members, including NAR’s institutes, societies, and councils, involved in all aspects of the residential and commercial real estate industries. Our membership is composed of residential and commercial brokers, salespeople, property managers, appraisers, counselors, and others engaged in the real estate industry. Members belong to one or more of approximately 1,200 local associations/boards and 54 state and territory associations of REALTORS®. The term REALTOR® is a registered collective membership mark that identifies a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics.”
Conran Design Group (New York, NY, and London, UK)
Evolving the REALTOR® logo required keeping the equity and recognition of the current bold, powerful and trusted trademark, while modernizing it to meet the realities of today’s marketplace and digital distribution. It also signals where the organization is headed and how it will continue to lead the real estate industry in the years ahead.
The logo is still firmly anchored in NAR’s blue color palette, but moves from a flat image to a 3D image. The “R” letterform remains, too, but is slightly redrawn within the shape. This works to retain the logo’s equity and recognition from any distance, but adds depth and perspective, which elevates the brand on many levels. Further, by using simple and bold typography (Montserrat) when the association name is added to the mark, the logo becomes more approachable, inviting and focused on the digital future.
Images (opinion after)
First of all, sometimes I surprise myself with things I didn’t know that I should probably know: I had no idea REALTORS® was a trademark and that every time I called my agent or broker a “realtor” it was like me calling a facial tissue “Kleenex”. One other thing worth pointing out beforehand here is that there are two logos at play here: 1) The logo for the organization that spells out the whole name and 2) the stand-alone logo for REALTORS® which is only the “R” (which is also part of logo number 1). Let’s start with the “R” logo. The old one was okay, abstracting the “R” in geometric shapes and taking up most of the square. Nothing amazing but nothing annoying either. The new one has bigger margins around it within the square; its shapes have been minimized to only two, connecting the bowl and leg of the “R”; and it is now placed inside a cube with visible perspective. All the changes lead to a much clunkier, bulkier solution. It looks heavy and, for lack of a more imaginative term, boxy. It also feels more dated, like something out of the 1980s. On the full association logo, I guess it’s a reproduction improvement to switch from Garamond — which may be the most difficult font to work with at small digital sizes — to a sans serif. I wish they had switched to something less generic than Montserrat, which is the poor man’s Gotham. With 1.3 million members, each paying $120 a year, you would think they could afford a nicer font. Overall, the redesign feels like a lateral move that doesn’t add much value or meaning to the logo.
Thanks to C Alexander Brown for the tip.