New branding downplays ties to NAR | Mt Kisco Real Estate has rebranded with a new logo, slogan and website design that the listing portal’s operator, Move Inc., hopes will “bring sentiment and warmth to our best-in-class data” and help consumers “connect emotionally” to the site, which has lost ground to competitors Zillow and Trulia.

Move operates under the terms of a 1996 agreement with the National Association of Realtors. The new logo and website design downplay the site’s ties to NAR.

For years, until last year’s relaunch, the logo featured NAR’s “block R” Realtor, and a prominent declaration next to the logo informed users that the listing portal was the “Official Site of the National Association of Realtors.”

The new logo makes no reference to NAR (although the term “Realtor” itself is a NAR trademark), and features a new slogan, “Where home happens.”

Fine print at the bottom of the page — displayed in a light font that blends in with the background — notifies visitors that is “the official site of the National Association of Realtors and is operated by Move Inc.”

Before the relaunch, devoted a significant portion of its home page to a “National Association of Realtors” section that included more than a dozen links taking visitors to several NAR websites, including, and

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