2. introduction who? where? how?
THE MEMBERSHIP THE GEOGRAPHIC THE FORM OF USE
L I M I TAT I O N L I M I TAT I O N L I M I TAT I O N
Trademarks are useful tools.They help us
distinguish among products, services and,
yes, sometimes people.When we ask for a ā¢ Member boards membership classifications Members are authorized to use the REALTORĀ® marks
and logo anywhere in the country, provided that the
ā¢ The terms REALTOR , REALTORS
Ā® Ā®
and REALTOR-
Pepsi-ColaĀ® brand soft drink we wonāt get must include either one (REALTORĀ®) or two ASSOCIATEĀ® should appear in all capital letters and
(REALTORĀ® and REALTOR-ASSOCIATEĀ®) marks are accompanied by the business name and the federal registration symbol āĀ®ā should be used
CokeĀ®. Similarly, when the public asks for a
REALTORĀ® or sees the block āRā logo, we classes of membership. address, in connection with which membership is held. with each term whenever possible.
want them to know that they are getting You may not use the marks in reference to other
more than a real estate licensee ā they ā¢ REALTORĀ® members are authorized to use offices unless you belong to a member board in For example, John Jones, REALTORĀ®. When not possi-
are getting a member of the NATIONAL the terms REALTORĀ® and REALTORSĀ® and connection with that other office location. ble, REALTOR or RealtorĀ® are permitted but less
ASSOCIATION OF REALTORSĀ® (NAR). the REALTORĀ® logo. preferred alternatives.
ā¢
Every time you tell the public you are a
REALTORĀ®, you tell them you subscribe to
REALTOR-ASSOCIATEĀ® members are authorized
to use the term REALTOR-ASSOCIATEĀ® and the when? ā¢ Do not use the terms REALTORĀ® or REALTORSĀ®
in your firm name, rather use them adjacent to
a strict Code of Ethics, you are a member REALTORĀ® logo when their firm or broker is also THE CONTEXT OF USE your firm name.
of the largest trade association in the U.S., identified in the same materials.
and you are informed about issues that
L I M I TAT I O N Correct: John Doe, Inc., REALTORSĀ®;
affect real estate business. Thatās a lot of
ā¢ A non-member is never authorized to use the Incorrect: John Doe REALTORSĀ®, Inc.
mileage from one trademark! So, itās impor-
REALTORĀ® marks or logo in connection with his ā¢ The terms REALTORĀ®, REALTORSĀ® and REALTOR-
or her name. A member broker may, however, ASSOCIATEĀ® and the block āRā logo are collective
tant to always use the REALTORĀ® marks
authorize a non-member salesperson affiliated membership marks. The terms do not describe the ā¢ Punctuation should be used to separate your name
and logo correctly to identify yourself as a and firm name from the terms even when they
member of the National Association. with him or her to use business supplies except jobs real estate licensees perform.
business cards on which the marks or logo have appear on separate lines:
been used in reference to the member brokerās ā¢ Never use descriptive words (e.g., commercial, Illinois, For example, John Jonesā
The rules for proper use of the REALTORĀ® name or firm. full-time) to modify the term REALTORĀ®, REALTORSĀ® REALTORĀ®.
marks and logo apply to any and all media. or REALTOR-ASSOCIATEĀ® because such terms
Whether the marks are used on outdoor ā¢ REALTORĀ® and REALTOR-ASSOCIATEĀ® can be encourage an incorrect contextual meaning for the ā¢ Say REAL-tor as a two-syllable term with emphasis
signs or newspaper display ads, masonry or used with your name or your firmās name terms. on the first syllable āREALā, not REAL-i-ter or
paper mache, letterhead or flyers, the rules to identify you as a member. REAL-a-ter.
remain the same. Additionally, the same ā¢ When you are asked what you do for a living, ā¢ Use non-member, instead of non-REALTORĀ®, when
rules apply to use of the marks in all forms describe your profession before you use the term referring to one who is not a member.
of electronic advertising and communica- REALTORĀ® to indicate you are also a member
tion, including the Internet. A few special
what? of a local board and committed to a strict Code ā¢ When speaking of more than one member, use
rules have also been developed to explain of Ethics. REALTORSĀ® and REALTOR-ASSOCIATEĀ®s.
how members may use the marks as a T H E R E A L E S TAT E
part of the domain name for their real For example, say,āI am a real estate broker and also ā¢ Avoid possessives whenever possible and when
estate business. B U S I N E S S L I M I TAT I O N a REALTORĀ®.ā not, use REALTORĀ®ās (singular possessive) or
REALTORSĀ®ā (plural possessive). For the term
ā¢ Members are licensed to use the marks and logo
ā¢ Please remember to distinguish words that describe REALTOR-ASSOCIATEĀ®, itās REALTOR-
The National Association has developed jobs or lines of business such as ābuilderā or āinsur- ASSOCIATEĀ®ās (singular possessive) or
in connection with their real estate business. anceā from the marks.
guidelines on the proper use of the REALTOR-ASSOCIATEĀ®sā (plural possessive).
āReal estate businessā includes real estate
REALTORĀ® marks and logo.This guide
summarizes five limitations on the use
brokerage, property management, real estate For example, use āINSURER, REAL ESTATE AGENT, ā¢ Donāt hyphenate (REAL-TOR); abbreviate (Rltr.);
appraising, real estate counseling, real estate BUILDERā not āINSURER, REALTORĀ®, BUILDER.ā expand (Realtorific); or combine the terms
of the marks. Further information on
syndication, land development and building. REALTORĀ®, REALTORSĀ® or REALTOR-
use of the marks may be found at NARās ā¢ Use the marks only when talking about your
ASSOCIATEĀ® with other terms (REALTORĀ®-
Internet site, www.REALTOR.org, on the membership in the local board, state association
āLaw and Policyā page under REALTORĀ®
ā¢ Members are not authorized to use the marks and
or National Association. ASSISTANT).
logo in connection with any other activities. For
Trademark/Logo Rules.
instance, a member may not use the REALTORĀ® Follow this rule: If the phrase āmember of the ā¢ Donāt use descriptive words to modify the terms:
marks or logo in connection with a real estate NATIONAL ASSOCIATION OF REALTORSĀ®ā e.g.,āProfessional REALTORSĀ®ā;āFloridaās Biggest
school, advertising or marketing services for other cannot logically be substituted for the term REALTORĀ®ā;āTwin City REALTORSĀ®.ā
REALTORSĀ®, the sale of office supplies, the offering REALTORĀ®, then the term REALTORĀ® should
of real estate franchise offices, etc. not be used. Instead, use a descriptive phrase
like āreal estate agent.ā
See reverse side for further information on āThe Form of Use Limitation.ā