Reimagining a real estate icon: Inside the RE/MAX brand refresh

Refreshing a brand is no small feat, especially when that brand is synonymous with an entire industry. The RE/MAX balloon has long been one of the most recognizable symbols in real estate, representing trust, consistency and market leadership. But in a digital era where attention spans are short and brand presence must translate seamlessly across screens, even the most established brands need to evolve. To discuss how RE/MAX balanced modernization with legacy in its recent logo refresh, HousingWire spoke with Abby Lee, Executive Vice President of Marketing, Communications and Events at RE/MAX, about the strategy, research and vision behind reimagining a global icon.

HousingWire: The RE/MAX balloon is one of the most recognizable symbols in real estate. As a company known for leading in brand awareness, what prompted the decision to refresh such an iconic logo?

Abby Lee: The power of the RE/MAX brand has been unsurpassed for years. It’s helped countless affiliates stand out and build their business to heights they never imagined. Part of that power comes from constantly evolving and modernizing our logo, which has actually been updated several times through the years. Our logo is a reflection of the deeper evolution of our business and value proposition. RE/MAX has always evolved, but the pace has accelerated significantly this year. That’s what industry leaders do – it’s a natural step forward that makes them even stronger.

HW: We know that 97% of home searches begin online. What insights or research guided the design updates to ensure the new logo stands out in today’s digital landscape?

AL: In today’s digital-first world, how you show up online is absolutely critical. In fact, about 75% of consumers rate a company or professional on how they show up online. The new designs give RE/MAX agents and brokerages a way to look fresh, modern and compelling in social media, on websites and in their digital advertising. And that can make a huge difference when buyers or sellers are deciding who to work with. We did extensive research and testing to refine the new designs – and we’re very pleased with where things landed. We wanted to make it impossible for consumers to scroll past a RE/MAX agent or office, and the new designs accomplished that goal.

HW: RE/MAX Holdings CEO Erik Carlson recently said that agents are the lifeblood of RE/MAX, and that’s why you’ve enabled them to insert themselves right into the branding. What’s been the response so far? How impactful is it when entrepreneurs connect themselves to a global brand?

AL: The response has been incredible. Affiliates are thrilled with the concept, and it’s unleashed a wave of creativity and enthusiasm for the brand. In many respects, it was one of the best decisions we made in the refresh. After all, allowing agents to put their own images into the wordmark is very symbolic. It’s no longer the brand over here and the agent over there. Now, they’re intertwined and presented as one. And that’s exactly how it should be.

HW: Refreshing a legacy brand comes with its own set of challenges. How did you strike the right balance between modernizing the look and preserving the heritage that agents and consumers connect with?

AL: Change can be hard for people, especially when they’re seeing you update a wildly popular logo that means so much to so many – affiliates and consumers alike. It’s even harder when the logo still looks good and continues to be effective. At the same time, we knew it was the right thing to do, especially when we saw the potential impact online.

The new designs are much better in that environment – they truly stand out from the sea of sameness. We anticipated some pushback when we unveiled the new look, but we also heard from affiliates who loved it immediately. 

HW: Have you seen any early impact from the refreshed branding on recruitment and consumer recognition?

AL: Anecdotally, I think it’s helped on both counts – as it’s part of the very positive energy we’ve built throughout 2025. But we also want to dig deeper, because most of our key decisions are backed by data, so we’re surveying the membership as well as consumers about all aspects of the brand and the value it delivers. I think the feedback will confirm what we believe – that the work we’ve done this year, including the refresh as well as a new global referral platform, new marketing automation platform and new social media tools, is making RE/MAX more appealing than ever.

HW: As the real estate market continues to evolve, how do you see the RE/MAX identity adapting to stay ahead of the curve?

AL: RE/MAX is the home of trusted, productive professionals. That’s been our identity for years – and it hasn’t changed in the flurry of major initiatives and brand enhancements we’ve rolled out this year. With that as the starting point, however, everything else is on the table – and we’ve updated our technology, brand marketing, digital strategies, referral systems and much more. That process is far from over – and we have tremendous momentum and very positive buy-in from the membership. They like what they’re seeing, and they’re aligned with our strategic direction. They also know we’re not just making changes to make changes. The enhancements are intentional and purposeful – all of them designed to help agents win more listings, save more time, and build profitable businesses.