The R's New Clothes

By
Real Estate Broker/Owner with Providence Group Realty TREC# 0608931
https://activerain.com/droplet/5bJR

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: 

Full URL for petition: https://www.change.org/p/national-association-of-realtors-repeal-the-national-association-of-realtors-new-logo

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Re-Blogged By Re-Blogged At
Topic:
Real Estate Industry
Location:
Texas Collin County Plano
Groups:
Realtors®
Collin County, TX Real Estate Professionals
Dallas, TX Real Estate Professionals
Bananatude
Texas Independent Broker Network
Tags:
marketing
realtor
nar
realtors
branding
mistake
logo
redesign
petition
blunder
brand makeover
chris farrugia
conran design group

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Anonymous
Sergio Osorio

A waste of money, not only the money NAR spent on it , but the money everyone has to spend in new stationary, business cards, signs etc. etc.
It will also take too much space!
A very bad decision, how come they didn't ask the membership for their opinion before they spent the money?
Just leave the "R" the way it was,

Apr 13, 2018 09:13 AM #78
Rainer
11,225
Christopher Beadle
Bourbon Hometown Realty, LLC - Bourbon, MO
Real estate agent serving Bourbon and beyond.

First of all, this was lazy graphic design! Second, a total waste of money.  

Apr 13, 2018 09:16 AM #79
Rainer
24,065
Lorraine Frendt, ABR, CRS, GRI, ePro
Coldwell Banker Professionals, Port Huron, MI - Port Huron, MI
The chosen real estate "Professional" since 1989!

The leadership at NAR just keeps disappointing! Glad the rebrand has been put on hold but that does not recoup the loss of the money wasted in the first place.

Apr 13, 2018 09:52 AM #80
Rainmaker
124,355
Richard Woodward NMLS#217454
Service First Mortgage, NMLS #166487 - Dallas, TX
Service Beyond Expectations! Your Texas Lender

I completely agree that the new logo is not strong enough to convey "Realtor" on it's own.

Apr 13, 2018 09:55 AM #81
Rainer
56,872
HOMEiZ.COM Real Estate Technology
HOMEiZ.COM - Agoura Hills, CA
The Real estate social network

Easy come easy go. $250K for a logo. LOL

Apr 13, 2018 10:07 AM #82
Ambassador
1,723,845
Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices

Ouch... Endre Barath, Jr. says they heard us and now it is on hold. Which may mean that they will allocate another $497K and spend "only" $250K.

Oh well...

Apr 13, 2018 11:28 AM #83
Rainmaker
268,403
Barbara Le Pine
Advantage Real Estate, serving Lincoln County - Newport, OR
Your agent for the Central Oregon Coast!

I like the old logo, my Realtor pin needs to say "Realtor" on it to work properly....General public not familiar enough with the R, especially first time buyers. Glad they put this on hold. 

Apr 13, 2018 12:12 PM #84
Rainmaker
1,533,139
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

I don't see the advantage of changing to their proposed cube.

Apr 13, 2018 12:22 PM #85
Rainmaker
736,635
John Juarez
The Medford Real Estate Team - Fremont, CA
ePRO, SRES, GRI, PMN

There is so much more going on in our industry today and so many more important issues with which to wrestle. NAR has shot itself in the foot.

Apr 13, 2018 12:35 PM #86
Rainmaker
145,160
Damon Botticelli
Silver State Realty & Investments - Las Vegas, NV
Realtor - Las Vegas Real Estate

Love it or hate it, anyone who thought it was a good idea to spend $250,000 of our membership dues on a new logo should be fired immediately.

Apr 13, 2018 01:53 PM #87
Rainer
107,353
Brian DeYoung
Howard Hanna Real Estate Services - Ithaca, NY
Brian DeYoung

I do like the box.

I have never liked the R,  it is too disconnected.

But they can change it to a red q and we can all make money if we want to.

I can design a better one more people will like for half the money....

Apr 13, 2018 02:18 PM #88
Rainmaker
145,160
Damon Botticelli
Silver State Realty & Investments - Las Vegas, NV
Realtor - Las Vegas Real Estate

I made this for AR. Please send me $250,000.

Apr 13, 2018 03:08 PM #90
Rainmaker
612,664
Todd & Devona Garrigus
Garrigus Real Estate - Beaumont, CA
Broker / REALTORS®

Not a fan of the new logo. And I feel the same way about taking the REALTOR word out of it. That was a mistake. I read some of your comments speaking the same sentiment I feel: why weren't the members polled? Or something that give us the voice we deserve?

Apr 13, 2018 05:04 PM #91
Rainmaker
391,667
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

Yep: at least NAR paused it. The new Century 21 Logo is arguably worse. It feels like a huge experiment in brand redesign that we agents and franchises have to pay for. (Gone is the iconic identifier indicating the business is housing: a roofline.)

Apr 14, 2018 12:05 PM #92
Rainmaker
268,792
Susan McCall, Independent Listing and Buyer Agent
Compass Realty Solutions - Portland, OR
Bringing buyers and sellers together!

I wrote an email based on this thread stating my dislike of changing the Realtor  icon. 

I got a personal message back the next morning.  The day after that I received an email stating they have halted moving forward.  If anyone wants to express their opinion, this is my contact.

 

For that reason, The NAR Leadership Team is taking a pause on the brand roll out in order to gather more input from our members.

 

 

Kerrie A. Bartlett Walsh

Senior Quality Assurance/Customer Advocate, Member Support

NATIONAL ASSOCIATION OF REALTORS® | 430 N. Michigan Ave | Chicago, IL 60611

Email: kwalsh@realtors.org | Office: 312.329.8470 or 800.874.6500 x8470

 

id:image001.jpg@01D3BC3E.47034FF0

Apr 14, 2018 12:25 PM #93
Rainer
157,480
Corey Martin
Martin Presence Group - Ruston, LA
Real Estate and Management Solutions

$250,000??? It is excessive in orders of magnitude. Thank you for sharing this. I think everyone needs to know. 

Apr 14, 2018 08:27 PM #94
Rainmaker
279,386
Annette Thor
Connecticut Homes and Commercial Fairfield Cty,CT reinct.com - Westport, CT
Residential & Commercial Real Estate Broker in CT

I signed the petition, this is not what Nar should be focusing resources on, sounds like some advertising executive laid a good pitch.   Im not impressed with what they come with one bit. 

Apr 15, 2018 05:28 AM #95
Rainer
487,884
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

The process to create or recreate a logo could take weeks or months to complete. I was part of a team to approve a logo design, which took almost 3 months before a logo was accepted.

When I discovered the cost, I was flabbergasted, however, I learned that there were more moving parts and elements in creating a logo and design.

Most Rainers are probably Realtors, so, if you're not utilizing the benefits and features of NAR, your cost of business will not be reduced, yet, how many Realtors know about or utilize their member benefits? Discover what you don't know and learn how to utilize the NAR benefits to reduce your cost of business because that is something you can control, can't you?

Apr 15, 2018 10:29 AM #96
Rainmaker
993,570
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Wow!  Lots of comments here. I'd say it wasn't worth the effort.  It also appears to be turning sideways as if a cold shoulder to the consumer.  A waste of money in my opinion. It's hard enough for consumers to remember let alone understand that the brand doesn't speak to every real estate agent, just realtors.  So changing something that isn't completely understood by the public seems a moot point. 

Apr 17, 2018 09:33 AM #97
Rainmaker
401,573
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Glad, NRA heard the members and withdrew the logo.

I had never heard one agent express a need for a new logo.

Sorry they wasted our money.

Apr 27, 2018 06:59 AM #99
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Amanda Thomas

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