Meet the new BCREA: the voice of BC's REALTORS®

Dec 01, 2018

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April van Ert

On November 19, BCREA introduced its new brand identity, complete with a new logo, colour palette and approach to communicating with real estate boards and REALTORS®.

"It was the right time to rebrand," said Darlene Hyde, Chief Executive Officer of British Columbia Real Estate Association. "First, REALTORS® and real estate boards have been telling us that our brand was outdated and out of touch with the 'REALTOR® on the street'. Second, the launch of the new brand coincided with our move to a new, more cost-effective office. By combining the two, we were able to get the most value out of printing and other costs associated with our move."

The strategy behind the brand
While BCREA's new logo is the first thing REALTORS® will notice about the new brand, it's the strategy behind the brand that is the most important.

"Our new brand reflects a real commitment to changing how we communicate and support REALTORS® and BC's 11 regional real estate boards," added Hyde. "We're devoting more energy to providing real-time information and resources to REALTORS® so they can add more value to their clients. We're also putting more resources towards advocacy, so we can be more effective in making REALTORS®'s voices heard."

The story behind the logo
That's exactly the sentiment captured in BCREA's new logo. The top half of the logo is composed of four peaks, created by the blue and orange arrows and the white spaces between them. They symbolize the four main property sectors: residential, commercial, agricultural and industrial. They also symbolize rooftops and BC's mountains.

The lower half of the logo represents both a speech bubble and an open single quotation mark, symbolizing BCREA's role in starting, facilitating and contributing to important conversations between real estate boards, REALTORS®, consumers, government and other partners. From advocacy and economics to education and standard forms, it expresses that BCREA is the voice of BC's REALTORS®.

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