After 44 Years, RE/MAX Reveals Refreshed Brand Identity


RE/MAX Co-CEOs, Dave Liniger and Adam Contos , revealed a refreshed family of RE/MAX brands, including the world famous balloon logo and wordmark, to hundreds of franchise owners at the annual RE/MAX Broker Owner Conference in San Francisco .

The iconic red, white and blue hot air balloon has been updated to be brighter, more modern and more appealing to the home buyers and sellers of today – while being instantly recognizable as RE/MAX. The logo refreshed after 44 years.

“Great brands evolve and RE/MAX is no different,” said Christopher Alexander , Regional Director, RE/MAX INTEGRA, Ontario -Atlantic. “We believe the updated balloon, wordmark and family of brands will help our agents grow their business and give them an even bigger competitive advantage in digital, social media and mobile marketing. It’s a fresh, forward-looking design for a fresh, forward-looking organization.”

According to Elaine Langhout , Regional Advertising Director at RE/MAX of Western Canada , the responses of more than 20,000 consumers factored into the decision to embark on a brand refresh which is the first in the 44 year history of the real estate franchisor.

“It’s a brand evolution, not a brand revolution,” said Langhout. “The subtle adjustments to the most powerful image in real estate was a natural next step across our residential, luxury and commercial brands.”

The brand refresh continues to grow alongside current real estate trends. A recent survey conducted by Leger on RE/MAX’s behalf found that millennials are more likely to plan to buy a home in the next 5-10 years compared to Canadians aged 35 and older.

“Over three-quarters of Canadians between the ages of 18-34 indicated they are planning to buy a home in the next 5-10 years, highlighting the key role they are likely to play in the Canadian market in the years to come,” said Elton Ash , Regional Vice President, RE/MAX of Western Canada . “At the same time, real estate tools and technologies have drastically changed the way we help people buy and sell houses. The refreshed brand is in line with these demographic shifts and industry advancements and underscores our continued dedication to position RE/MAX agents as industry leaders for the home buyers and sellers of today and tomorrow.”

In the coming months, consumers will begin to see the new logo on yard signs, office fronts and digital and out of home advertising. In addition, the network of 115,000 agents in more than 100 countries and territories will celebrate the refreshed look with local events on a global day of celebration on September 20 , including at RE/MAX headquarters in Denver . The crisp, contemporary twist on the iconic brand will also be seen on and in RE/MAX advertising starting this fall.