Trademarks are unique terms, symbols or combinations of terms and symbols that communicate some specific message to the public. The National Association is the proud owner of numerous marks, including but not limited to the terms REALTOR®, REALTOR-ASSOCIATE®, REALTORS®, the REALTOR® Logo and the Block "R" mark.

History teaches that trademarks not properly protected are soon lost forever. Many of the words we use in our everyday speech were once valuable trademarks and could have been maintained as such had they been properly promoted and protected. This guide will teach you how to protect the value of NAR trademarks.

Table of Contents

Foreword

Part One - Overview

I. Introduction
A. Trademark in General
B. The Marks; REALTOR®; REALTORS®; REALTOR-ASSOCIATE®; and the REALTOR® Logo
C. Form and Context: Key Considerations
D. Proper Use: The Public Perspective

II. The Protection Program
A. Member Responsibilities
B. Member Board Responsibilities

III. Authority to Use the Marks: The Licensing Plan
A. REALTOR® Members
B. REALTOR-ASSOCIATE® Members
C. Member Board

IV. Limitations on Use of the Marks
A. Membership Limitation
B. Real Estate Business Limitation
C. Geographic Limitation
D. Context of Use Limitation
E. Form of Use Limitation

Part Two - Use by Members: REALTOR®; REALTORS®; REALTOR-ASSOCIATE®

I. With Member's Name
A. In Salutations, Addresses, Signatures
B. On Business Cards

II. With Firm Name
A. On Letterhead/Business Cards
B. On Signs/In Advertising
C. On Incentive Items/Give-Aways
D. Pronouncing the Terms REALTOR®; REALTORS®; and REALTOR-ASSOCIATE®

III. Use on the Internet

IV. In the Body of Written Material

V. Special Cases
A. In News Releases
B. In Institutional Advertising
C. Use in Connection with Political Activities

VI. Never...: Uses to Avoid

Part Three - Use by Members: The REALTOR® Logo

I. With Member's Name

II. With Firm Name
A. On Letterhead/Business Card
B. On Signs/In Advertising
C. On Incentive Items/Give-Aways

III. Never...: Uses to Avoid

Part Four - Use by Member Boards

I. In the Member Board Name
A. Use of REALTOR® or REALTORS®
B. The REALTOR® Logo
1. Adjacent to the Member Board's Name
2. Without the REALTOR® Identifier

II. General use by Member Boards

III. Special Use by Member Boards
A. On Printed Materials/In Advertising
B. At Member Board Functions
C. On Incentive Items
D. On the Cover of the Member Board Newsletter or Magazine
E. In Connection with Member Board Services or Activities
F. In Connection with the Multiple Listing Services (MLS)
G. In News Releases
H. In Yellow Pages Advertising
I. Internet Domain Names

Part Five - Protection and Compliance Procedures

I. Unauthorized Use
A. Generally
B. By Non-Members
C. By Members
D. By Franchise and Conglomerate Organizations
E. Products
1. Produced by Members
2. Produced by Non-Members
F. Publications
G.Services

II. Improper Use
A. By Members
B. By the Media

III. Follow-Up
A. Compliance
B. Non-Compliance

IV. Sample Letters

Closing

Appendix A - Design Samples

Appendix B - Other Marks and Logos

Appendix C - License Agreement to Use the "R" and Design Mark in the Official Logo of Member Board

Back to REALTOR® Trademark/Logo Rules