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Coldwell Banker Global Luxury Announces Rebrand


Coldwell Banker Global Luxury Announces Rebrand

 The redesign gives the marketing program an updated, flexible mark to use across today’s media while aligning with the Coldwell Banker “Project North Star” core rebrand

BURLINGTON, ON (September 16, 2020) – The Coldwell Banker® global organization, a Realogy (NYSE: RLGY) brand, today announced the new look and logo for Coldwell Banker Global Luxury®, aligning with the international network’s 2019 “Project North Star” rebrand.  Announced today onstage at the virtual Generation Blue Experience®, the refresh marks the next stage of Project North Star, which will continue into 2021.

The alignment of the Coldwell Banker Global Luxury program with the new visual identity of the Coldwell Banker brand creates a unified voice in reaching both the mainstream and affluent customer and establishes a modern logo for today’s mobile, social and digital marketing environment.  The new logo can be seen at: https://youtu.be/DgZb_NRk-Bk

To arrive at the new look, Coldwell Banker Global Luxury conducted an international quantitative survey of three potential logos.  Top terms attributed to the logo were: Modern, Innovative, Unique, Trustworthy, and Stylish.

The brand also conducted formal focus groups comprised of group interviews, anonymous surveys, as well as interviews with top agents and brokers from across the Coldwell Banker Global Luxury network.  This was to ensure full stakeholder engagement and helped crystalize the findings of the global consumer study.


“Research shows consumers closely associate the Coldwell Banker name with luxury real estate – after all, the Coldwell Banker global brand sold more $1M+ homes in 2019 than any other real estate brand in North America. The Coldwell Banker Global Luxury name aligns the power and recognition of the Coldwell Banker brand with legacy in luxury to truly showcase the program for what it is: a leader in delivering excellence, performance and refinement. And with this rebrand, we proudly continue our service with some of the best affiliated agents in the world.”

  • Craig Hogan, vice president of Global Luxury at Coldwell Banker Real Estate LLC

 “As a Coldwell Banker Certified Luxury Specialist in BC’s Okanagan region, I represent some of the most iconic and luxurious homes in Canada and provide service to a very discerning clientele. It’s important that my personal brand is aligned with a company that’s recognized worldwide for its professionalism, superior service and reputation. The new Coldwell Banker Global Luxury branding is a great step forward and will make a positive impact both in my market here in Kelowna and around the world.”

  • Jane Hoffman, Coldwell Banker Canadian Luxury Market spokesperson, Kelowna BC

 Coldwell Banker affiliated companies, and their 2,800 offices worldwide, are expected to fully rebrand to the new CBGL mark over the course of the next two years.

CLICK TO TWEET: That’s another bright star in the @ColdwellBanker sky! Today #CBGlobalLuxury launched its new logo and branding – check out the beautiful new look here  https://blog.coldwellbanker.com/coldwell-banker-global-luxury-rebrand/


 About Coldwell Banker Global Luxury®
The Coldwell Banker Global Luxury® program legacy traces its roots to 1933 and has been a world leader in luxury real estate since. Coldwell Banker Global Luxury Property Specialists are an exclusive group within the Coldwell Banker organization, making up under ten percent of independent sales associates affiliated with the brand worldwide. Coldwell Banker affiliated agents conducted 27,595 transactions of homes priced at $1 million or more in 2019, more than any other national real estate brand. This equates to $144.4 million in sales every day with an average sales price of $1.9 million in this category. Coldwell Banker, the Coldwell Banker logo Coldwell Banker Global Luxury and the Coldwell Banker Global Luxury logo are registered marks owned by Coldwell Banker Real Estate LLC. Each franchise is independently owned and operated.
About the Coldwell Banker® network
Powered by its network of over 94,000 affiliated sales professionals in 2,800 offices across 38 countries and terrritories, the Coldwell Banker® organization is a leading provider of full-service residential and commercial real estate brokerage services. The brand’s mission is to empower their people to leave their mark on the world of real estate. The Coldwell Banker brand prides itself on its history of expertise and honesty since its beginnings in 1906. The brand embraces four core values: home, awesomeness, ingenuity and excellence.
In Canada, the Coldwell Banker network of over 200 residential and commercial franchise offices spans from coast to coast.  Coldwell Banker pioneered Ultimate Service®, a unique customer satisfaction program that has earned a 98% overall customer satisfaction rating from over 85,000 Canadian home buyers & sellers*.
For further information, or to search for individual offices, sales representatives, or property listings in Canada, visit www.coldwellbanker.ca
Coldwell Banker Canada Operations ULC is a subsidiary of Realogy Group LLC and Realogy Holdings Corporation. Coldwell Banker®, the Coldwell Banker logo, Coldwell Banker Global Luxury, the Coldwell Banker Global Luxury Logo, Gen Blue® and the Gen Blue Experience® are registered services marks owned by Coldwell Banker Real Estate LLC. Each office is independently owned and operated.
* Based on Ultimate Service customer satisfaction surveys received as of December 31, 2019.