RE/MAX Debuts Sleek New Branding (and Balloon) at National Conference

From Staff Reports

That familiar RE/MAX balloon has a fresh new look. The global brokerage introduced a streamlined logotype and balloon logo at the 2025 R4 convention, as well as a suite of training tools and an AI-driven referral system for its more than 145,000 agents worldwide.

The new look was developed with Camp + King. “The RE/MAX logo is recognized around the world. But the brand’s visual identity hadn’t changed since the 70s,” Camp + King wrote in its online portfolio. “Camp + King led a massive effort to reinvent the look without losing brand integrity.”

The RE/MAX balloon was first seen at the Albuquerque Hot Air Balloon Festival in 1978 and has maintained its general look since then.

According to company survey data, the new logo was more appealing to potential buyers and sellers than either the old RE/MAX logo or the logos of key competitors. And 78% of those surveyed said they still “recognized the new balloon as RE/MAX, even without the wordmark.”

“We are reintroducing the RE/MAX brand and improving the value proposition,” RE/MAX Holdings CEO Erik Carlson said in a release. “We’re leaning in to support this great network. Most importantly, we are helping agents win more listings, make more money, do it in less time, and bring broker profitability back to this business.”

Key Announcements

Among the major initiatives unveiled at the convention:

• RE/MAX Branding – RE/MAX introduced a refreshed logotype and balloon logo.
• Elevating Professionalism – The company partnered with Buffini & Company, giving RE/MAX affiliates broader access to training programs.
• MAX/Engage – A new social media tool that provides trending content, shareable posts, and a built-in reward system to encourage agents to leverage RE/MAX’s brand and resources.
• MAX/Marketing – Expanded marketing tools, including AI-powered website enhancements, automated newsletters, and a marketing platform for listing ads and branding.
• MAX/Refer – A forthcoming AI-driven global referral system designed to streamline agent-to-agent referrals and track referral fees.

The Power of Online Presence

RE/MAX EVP of Marketing, Communications and Events Abby Lee emphasized the growing importance of a strong digital presence, noting that “97% of consumers start their home search online, and 75% judge a company based on how it appears digitally.”

“We did a lot of hard work to see how we could show up differently — how our agents could show up better day in and day out on socials and in digital advertising,” she added.