The Value of a Name - Introducing Orange County REALTORS®
By Tammy Newland-Shishido 2018 PRESIDENT, ORANGE COUNTY REALTORS®
As you may already be aware, the Orange County REALTORS® Board of Directors voted to change our official name from Orange County Association of REALTORS®—or OCAR, as we often were called—to Orange County REALTORS®. The Directors made this change primarily to emphasize the REALTOR® brand and all of us as members.
The National Association of REALTORS® estimates that the REALTOR® brand is worth $6 billion dollars, and we wanted to leverage it. By moving away from an acronym and using a name that places greater emphasis on the word REALTORS®, we will make the community more aware of who we are, where we live, and what we do.
We are Orange County REALTORS®!
Any major change requires time, dedication, and a vetting process. We started this process last year when we heard from branding experts about updating our image, logo, and name. We talked with many other Associations that have gone through rebranding at both the state and the national level. We had a task force whose members debated both sides of making a change and who gave direction to form another task force of leaders who had experience in rebranding.
Then, your Directors worked with our Management Team members and marketing consultants to design a new logo that would be both inclusive and reflective of our members. We also changed our tag line from “A Step Ahead” to “Association of Professionals” because that is who and what we are.
In our new logo, the orange represents the history of Orange County with its orange groves while paying homage to the sun shape that was part of our previous logo. The blue reflects professionalism and represents both the ocean and the sky. The buildings represent the various forms of real estate, including single-family, multi-family, and commercial. These forms move from small to large to signify our hope for continuing beneficial growth throughout Orange County. Finally, a single line connects all these elements to illustrate how real estate unifies the community.
We believe that this new logo says community and that we as REALTORS® are the ones who build communities. We hope you are as excited as we are about the new logo design and our fresh image. These changes were made to better represent and promote us all.
We are neither OCAR nor OCR; we are Orange County REALTORS®!
Disclaimer: Orange County REALTORS®' logo (or a derivative of its logo), appearing on www.OCAR.org and on its social networking pages, may not be used in any advertising, promotional material or to indicate endorsement or sponsorship without Orange County REALTORS®' written permission.