According to the Remax franchise agreement, who owns the RE/MAX Marks?
Remax Franchise · 2025 FDDAnswer from 2025 FDD Document
A. Ownership of RE/MAX Marks. Contractor acknowledges that REMAX, LLC is the exclusive owner of all right, title and interest in and to REMAX, LLC's registered and unregistered marks, which include, without limitation, the name "RE/MAX" and certain other service marks, trademarks, trade dress and other commercial symbols, including the RE/MAX Balloon and Design, the red-over-white-over-blue horizontal bar design, and such other service marks, trademarks, trade dress and symbols as REMAX, LLC may develop, acquire, or license for the RE/MAX Network to use from time-to-time (collectively the "RE/MAX Marks"). Contractor further acknowledges that the RE/MAX Marks have become widely known throughout the United States and are now famous.
- B.
Permitted Uses of RE/MAX Marks on Behalf of Broker.
Contractor acknowledges that Broker has the right to use the RE/MAX Marks pursuant to, and solely in accordance with, Broker's RE/MAX Franchise Agreement.
Contractor understands and agrees that Contractor is not being granted a license, and has no independent right, to use of any of the RE/MAX Marks, but rather that, by virtue of the Limited License embodied in Broker's Franchise Agreement, Contractor may use the RE/MAX Marks, or any variations thereof, on Broker's behalf and under Broker's supervision, when acting in Contractor's capacity as a real estate Sales Associate exclusively for Broker.
Contractor further understands that all use by Contractor of the RE/MAX Marks on behalf of Broker inures exclusively to the benefit of REMAX, LLC.
Contractor agrees to use the RE/MAX Marks only in connection with Broker's office name and contact information and in accordance with all other requirements set forth in the most current edition of the RE/MAX Brand Identity: Trademark and Graphic Standards, or its successor, and any supplemental brand standards provided by REMAX, LLC, which are designed to protect the RE/MAX Marks, the goodwill they reflect, and the reputation of the RE/MAX Network and which may be amended from time to time (collectively, the "Brand Standards Manual").
Source: Item 22 — Contracts (FDD pages 108–334)
What This Means (2025 FDD)
According to Remax's 2025 Franchise Disclosure Document, REMAX, LLC is the exclusive owner of all rights and title to the RE/MAX Marks. These marks include the name "RE/MAX" and other service marks, trademarks, trade dress, and commercial symbols such as the RE/MAX Balloon and Design, and the red-over-white-over-blue horizontal bar design. The agreement emphasizes that these marks have become widely known and famous throughout the United States.
For a Remax franchisee, this means that while they are permitted to use the RE/MAX Marks, they do so under a limited license granted through their Franchise Agreement. The franchisee does not have independent rights to use these marks. Instead, sales associates can use the RE/MAX Marks on behalf of the broker and under their supervision, acting solely in their capacity as a real estate Sales Associate for the broker.
The franchise agreement specifies that all use of the RE/MAX Marks by the contractor on behalf of the broker benefits REMAX, LLC exclusively. Franchisees must adhere to the guidelines set forth in the RE/MAX Brand Identity: Trademark and Graphic Standards manual, which aims to protect the RE/MAX Marks, the goodwill associated with them, and the overall reputation of the RE/MAX Network. This manual can be amended by REMAX, LLC from time to time, so franchisees must stay updated with the latest version.