July 15, 2014 // Franchising.com // MADISON, N.J. - This week, ERA Real Estate, a global real estate franchising leader, will begin to deploy a refreshed image for its 43-year strong brand with the kickoff of a new, contemporary logo and brand identity. The new ERA logo is the visual representation of a comprehensive brand revitalization that reflects the dynamic enhancements introduced over the last five years to not only fuel growth for the brand and its brokers but to position ERA Real Estate for the future.
The new ERA Real Estate logo retains many of the positive equities of the previous brand mark, such as the iconic roof symbol, while infusing a modern and contemporary element that is consistent with the brand today and clearly communicates the upward direction and positive momentum of the brand.
"At a time when the real estate industry has undergone vast changes in the way business is done, ERA Real Estate has kept pace with the industry's rapid evolution. The new visual representation of the brand reflects the journey that has been taken," said Charlie Young, president and CEO of ERA Real Estate. "Today, we welcome prospective home buyers, sellers, brokers and independent sales associates to the new era of ERA Real Estate."
This week's official launch marks the start of the new imagery being fully integrated into all visual assets across the country and around the world – including building and yard signs, technology and digital platforms – and most notably, ERA.com's new look and mobile-friendly responsive design, which will be deployed in coming weeks to capitalize on the increasing use of mobile devices to conduct real estate related activities.
Also this week, ERA Real Estate is launching a national consumer and trade advertising campaign that invites real estate professionals and consumers alike to take a fresh look at ERA Real Estate. One of the advertisements show an image of ERA's new yard sign, accompanied by copy stating that a sign is more than a sign when it reflects progress and possibility and movement in a new direction.
"We have been looking forward to sharing the visual aspect of this rebranding with the public since announcing it to our brokers and agents earlier this year so that we can convey the brand's positive momentum," said Chris Trick, senior vice president of marketing and product development for ERA Real Estate. "Using a thorough, collaborative process throughout the course of the reimage was key to our success, and we believe the new logo is one that brokers and consumers alike will be proud to display – not just as a physical sign, but as a sign of change."
In support of the launch, Young will be a featured speaker at Inman News' Real Estate Connect Conference, held July 16-18 in San Francisco. On Tuesday, July 15, as part of the CEO Summit, he will participate in a panel led by Inman News founder and publisher Brad Inman on the "uberfication" of the real estate industry. On Thursday, July 17, Young will discuss the topic of brand relevance during the conference general session.
ERA Real Estate is an innovative franchising leader in the residential real estate industry with 40 years of experience in developing consumer-oriented products and services. The ERA network includes approximately 31,000 brokers and sales associates and approximately 2,300 offices throughout the United States and 34 countries and territories. Each office is independently owned and operated. ERA Real Estate is a subsidiary of Realogy Holdings Corp. (NYSE:RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.
SOURCE ERA Real Estate