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Howard Hanna rebrands ‘to reflect who we’ve become’
Kevin Oklobzija//September 17, 2025//
Howard Hanna Real Estate Services, the country’s fifth largest residential brokerage and the largest in Greater Rochester, has launched a new brand identity.
The new look reimagines the Howard Hanna brand to reflect a “commitment to innovation, growth and the communities we serve,” the company said.
“This rebrand is not about changing who we are — it’s about reflecting who we’ve become,” company CEO Howard W. “Hoby” Hanna IV said in a news release. “With this fresh look, we’re reaffirming our dedication to the communities we serve and to providing an unsurpassed real estate experience for every client we help find their way home.
The new visual identity features an updated logo and refined color palette. The firm also has unified its brand voice across all channels and markets to provide consistency.
Howard Hanna entered the Rochester market in 2017 with the acquisition of Nothnagle Realtors.
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