HomeSmart announced a new brand identity at its annual Ignite: Growth Summit 2025, marking the company’s 25th anniversary.
The rebrand includes an updated logo, visual design and messaging that leaders said reflect HomeSmart’s evolution and ongoing focus on supporting agents.
HomeSmart ranks No. 11 by transaction sides and sales volume on the 2025 RealTrends Verified top brokerage rankings.
“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. I may have laid the foundation, but HomeSmart is what it is today because of the 25,000+ agents nationwide who believed in the vision and helped bring it to life.”
The company’s redesigned logo reimagines HomeSmart’s signature red diamond into a geometric, dynamic monogram representing collaboration among teams and a unified customer experience.
“The new identity brings instant recognition in our market,” said 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.”
Company leaders said the rebrand illustrates HomeSmart’s commitment to empowering its agents and enhancing client experiences nationwide.
“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.”
Founded in 2000 in Scottsdale, Arizona, HomeSmart operates a 100% commission, full-service brokerage model supported by proprietary technology. The company has grown to more than 25,000 agents across 250 offices in 48 states and 60 franchises.