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 a cube signify "caring" and "people focused"? How does it symbolize a trusted resource, changing demographics, and forward-thinking industry evolution?
Were monogramming and greyscale requirements an afterthought?
How does this concept relate to a dynamic marketplace and bridge industry segments?
If the brand mark needs to be "strengthened" to enhance consumer recognition, why remove the word Realtor® from the logo?
The cost for the design is rumored to have been upwards of $250,000. And the costs for implementation at the industry level have just begun, as members start to embrace adoption imposition as a component of branding compliance across advertising collateral.
Is Resistance Futile?
Members across the United States are wondering if it might be possible to hit the pause button and get NAR to consider a halt on the rebranding initiative. The common sentiment is that the change isn't worth the effort, and is potentially harmful to consumer recognition and understanding of the organization's platform. Read the petition (started by Chris Farrugia) here, or click on the image below: