Real

When I interviewed at Real, a new startup in the space, I quickly realized that its founders had a powerful idea to revolutionize the brokerage model by putting agents first – amplifying their agency. I wanted Real’s logo to be as direct as its brand mission and name, to cut through the noise of the competitive real estate industry. The logo is modern, using a grid and sharp corners to form an easily recognizable wordmark that helps it stand out from a sea of traditional and boring brokerages. The R and L of the logo provided the brand with a flexible yet powerful graphic device. As an ambigram, the logo couldn’t be easier: upside down or inside out, it’s still Real. As a monogram, it offers a simple solution for smaller sizes. Finally, the R and L of the logo is both an identifier for the brand and a framing device. It creates a space to highlight the most important brand – the agent.

When I started at Real in 2016, the company was small – I was only the fourth US employee. Seven years later, Real has over 10,000 agents in 46 states and Canada. It is listed on Nasdaq and recently broke the top 20 US brokerages by sale volume (coming in at #18). As Real has exploded in scale and popularity, the original logo has remained unchanged. The design’s flexibility has allowed it to expand together with the platform.