Maine Listings unveils new logo in rebrand effort

One of the nation’s oldest MLSs has a new brand identity. On Monday, New England-based Maine Listings unveiled its new brand identity, which features a revamped logo. 

The rebranding efforts were facilitated by marketing firm WAV Group. 

The MLS said the rebrand is part of a larger initiative to demonstrate Maine Listings’ role as a model MLS organization. “This is about more than a logo,” said Jeff Harris, 2025 president of the Maine Association of Realtors, which powers Maine Listings. “It’s about aligning our culture, communications, and customer experience.”

According to Maine Listings, its new logo was inspired by people, place and progress. In a statement, the ML said the “slightly off-center circle represents movement and progress,” as well as the “sense of community in Maine’s diverse geographies.” Additionally, Maine Listings said the white star shape at the center of the logo symbolizes how Maine Listings is a “North Star” for its customers, while the blue and green color scheme reflects the natural beauty of Maine. 

“At Maine Listings, we’re not just moving with the industry. We’re committed to redefining what customer-centricity looks like, as our commitment to customer success is our north star,” Denise Libby, the CEO of Maine Listings, said in a statement. “This new brand look reflects who we are today: humble and friendly, yet proud and sophisticated. It’s a visual symbol of how we blend rural beauty and hometown values with modern technology, always putting people first.”

Maine Listings serves over 6,500 real estate professionals across the Pine Tree State.