Coldwell Banker’s new logo.
Coldwell Banker’s new logo.

Coldwell Banker Real Estate LLC recently unveiled a new logo onstage at the firm’s Generation Blue Experience in Las Vegas. The brand will test and possibly modify the new look in preparation for a January 2020 transition.



The most striking addition to the logo is the star in the top right corner. The CB North Star symbolizes the brand’s position in real estate as a “consistent, reliable presence guiding us all home,” the company says. “The new CB North Star mark is a visual representation of the brand’s commitment to excellence. It is clean and simple, yet elegant. It is modern, but still pays homage to the brand’s storied 113-year history. The North Star also symbolizes the Coldwell Banker network. Even in a new real estate landscape, agents remain a constant, guiding consumers as they navigate the home buying and selling process,” the company says in a news release.

It says it is undertaking “a transparent rebrand.”

“The brand will test the new logo in real-world scenarios, providing an opportunity to collect feedback,” the company says. “Based on the results and data collected, the brand will modify and refine materials including marketing collateral, building signs and yard signs to create a final product that represents the brand and meets the needs of the network. In keeping with the transparent process, the brand will release updates periodically on its social channels. The brand believes that this phased approach will best serve its brokers and agents, because it allows them time to plan for the transition that will begin in January 2020, while also giving them a voice in the process.”

The brand also announced a new mission statement: “We empower our people to leave their mark on the world of real estate,” and recommitted to its core values – home, awesomeness, ingenuity and excellence, the company says.

It says in initial research, agents across many brands had an overwhelmingly positive response to the new mission statement and core values.

“We wanted every single one of our agents to be on this journey with us, so we decided to take the unconventional – but crucial – step of making this a transparent rebrand,” says Charlie Young, chief executive officer and president, Coldwell Banker Real Estate LLC. “Agents and brokers deserve to understand the upcoming changes; and to leverage those changes in the way that makes the most sense for their business.”

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