HomeSmart announced the launch of a new logo at its annual Ignite: Growth Summit on Oct. 4. The event also served as the brokerage’s 25th anniversary celebration.

“This is more than a new logo — it’s a clear statement about who we are and where we’re going,” Matt Widdows, founder and CEO of HomeSmart, said in a press release. “Announcing this rebrand at our Growth Summit, right here in our hometown of Scottsdale, makes it even more meaningful as we celebrate 25 years of growth, innovation and impact. This new brand honors our journey, but it also sets the stage for what’s next.”

HomeSmart’s updated logo retains the brand’s red diamond symbol with a modernized monogram and typeface.

“This new identity brings instant recognition in our market,” said Bill Fleming, principal broker and owner of HomeSmart Connect in Chicago. “Our agents are excited to have clearer, more modern templates and signage that stand out to clients. It shows HomeSmart is investing in us, and that gives us confidence as we grow locally.”