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The R's New Clothes
On April 9, 2018, NAR debuted their new brand vision for the Realtor® logo, slated for implementation in June of 2018 and industry adoption by December 2019.  Per NAR's press release, the new brand maintains the core attributes of the 1973 iconic logo, but has "evolved" to incorporate a "contemporary 3-D cube" which is supposed to be representative of "NAR and REALTORS® as multi-dimensional, dynamic, active, and future-focused. In addition, this new dimension signifies that the association is a caring, human organization and brand." 
The change has caused a stir on social media in the membership body. Many feel the redesign is a miss on multiple levels, criticizing the organization's failure to secure NAR's membership buy-in during the change process. And while NAR states extensive research and focus groups (including both consumers and Realtors®) were conducted by the Conran Design Group, there is an uncomfortable disconnect in the visual interpretation of what people see in the new logo versus what it is supposed to mean.
What's the connection?
Is the cube supposed to be an abstract concept of a "modern" moving box?
Was the new logo inspired by the beloved childhood alphabet blocks?
Drafting off the tailwinds of the Cartoon Network?
Future forward like the Borg?
How does ... more

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