Earlier today the National Association of Realtors® (NAR) announced the introduction of a new brand logo that will replace their current 45-year-old logo with hopes of reinvigorating the NAR brand to make it more “multi-dimensional, dynamic and future-focused,” as well as to reflect the new dimension they’re taking to become more member-centric. In a press release, NAR revealed the new design, which features a three dimensional cube and reshaped “block R,” as well as a new font. The new logo was created in conjunction with Conran Design Group, a 60 year old organization that has worked with other recognizable brands such as Coca-Cola, P&G, Nestle, Rolls-Royce and others.
NAR’s driven CEO Bob Goldberg and his leadership team are charging this new brand roll out as part of their dedication to making positive changes within the organization and redirecting focus back onto its members. Mr. Goldberg spoke directly with Realty Times™ about the rebrand, noting that it is no small feat to evolve a logo from something that is one of the most recognizable brands in the world, but a necessary step. The new logo, he says, is meant to be a direct reflection “of our new dimension of who we are…this brand represents a person, a human, behind the transaction. We need to update [the logo] and make it more contemporary, more modern, more representative of the new NAR.”
The “new NAR” is a vision shared by Mr. Goldberg and his entire leadership team whom he says is united in making changes to the organization. “The fact that I have a leadership team that was willing to change an iconic logo that’s been in place for 45 years and say, ‘You know what? Let’s change it up,’ shows who NAR is. NAR is willing to take chances, is willing to make changes. We are going to walk the talk that we are different. It’s truly a partnership between our staff and our volunteer leaders to make these changes happen.”
NAR has already changed its focus on becoming a more member-centric organization by beginning their “Day in the Life of a Realtor® Program” earlier this year. Through this innovative program, NAR staff members are required to spend time with members to garner a true understanding of the trials and tribulations of being a Realtor® to be able to serve them better.
Additionally, like their new 3D logo, NAR is working to become more dimensional on the leadership level as well. Mr. Goldberg and his leadership team are focusing attention on personally assisting NAR members by visiting NAR’s 13 regions to meet with members, and by taking time to respond to individual emails and messages on social media. A task that is by no means a small endeavor, but one that is important to the leadership team. “We as an organization need to be much better partners and listeners to our members, so by us going out and meeting with our members, listening to them, it’s really going back to the basics of the human interaction, and all that ties back to the representation of what we’re trying to do with the new logo; it’s a new change for NAR, it’s a new dimension. That’s why the logo is a 3D cube. We’re all about this new dimension and it ties to all the changes that we want to depict for our members and consumers that this is not, as [President Elizabeth Mendenhall] puts it, ‘Your daddy’s NAR.’ It is a huge change for what we’re doing, and we are turning this ship rapidly; it’s not a slow change, it is a rapid change.”
Realtors® can expect to see the implementation of the new logo beginning in June. Recognizing that this new roll out will directly affect its members, NAR will be working with its members to ensure that they have enough time to convert to the new logo over the next year to year and a half. NAR will also be available for additional support, including providing members with new guidelines of use.
For more information on the NAR brand roll out please visist www.nar.realtor.