So, in case you hadn’t heard, NAR launched a two-year project to redesign the logo, starting in 2016. About a month ago, the logo was released and, well… Suffice to say, it didn’t go over very well. To answer questions, the Branding Forum was held with representatives from the creative agency, and members who were a part of the input and “think tank group.” I was a little surprised that there weren’t more members in attendance.
Let’s start with old vs. new. New font, no wordmark (REALTOR® is gone from the logo), and the logo itself. The idea is to bring the logo into the digital world with the ability to now animate and deepen the ability to use the logo in all sorts of ways.
The biggest question/complaint was about the money spent – “Where did the $250,000 go?” Here’s the answer: a two-year process ain’t cheap.
Questions from the audience ranged from “We like it” to “As a small association, it’s going to be financially hard for us” to commercial REALTORS® asking about the red commercial R – which is an excellent question. It was a topic of discussion at the Commercial REALTORS® Red Carpet Reception shortly after this forum.
What do I think after sitting through the discussion? Well, I was glad to be able to hear about the process, what went into the development, where the money was spent, and the reasoning behind how the logo changed. Am I completely sold on it? I don’t know yet. What is apparent to me is that NAR is listening. I would suggest that you express your thoughts and concerns, and so on to NAR via the Branding page that has been set up.