Staff Reports | Real Property & Homes
HomeSmart, the largest residential real estate brokerage in Arizona, has announced a refreshed brand identity, including a new logo and messaging, during its annual premier agent event, Ignite: Growth Summit 2025.
The rebrand coincides with HomeSmart’s 25th anniversary and reflects the company’s evolution while reaffirming its founding principle: putting agents first and empowering their success, according to a press release.
“This is more than a new logo — it’s a clear statement about who we are and where we’re going,” said Matt Widdows, founder and CEO of HomeSmart.
“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.”
The updated logo reimagines HomeSmart’s signature red diamond as a dynamic monogram composed of bold, geometric elements. The redesigned wordmark features a clean, modern typeface that reflects the company’s commitment to simplicity and transparency, Homesmart officials tell the Digital Free Press.
“The new identity brings instant recognition in our market,” said Mr. Bill Flemming, 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.”
HomeSmart’s leadership emphasized that the rebrand is not only about aesthetics, but also about reinforcing the company’s mission and values.
“Our brand promise is about more than the power we’ve built over 25 years as industry leaders,” said Katie Cooper, chief operating officer at HomeSmart. “It reflects the experience agents have at our brokerages across the country — where careers grow, relationships are nurtured, and clients’ lives are changed through real estate. We are transforming lives every day, and there’s real power in that.”
