MLS Property Information Network, the largest multiple listing service in New England, is rebranding with a new tagline, new logo and new website that play up the MLS’s roots in the region as well as its technology chops.

Shrewsbury, Massachusetts-based MLS PIN was formed in 1999 in a merger between two of the largest MLSs in Massachusetts at the time with 11,000 agent and broker subscribers. Today, the broker-owned MLS has more than 42,000 subscribers in six New England states and New York — a nearly four-fold increase.

Old MLS PIN logo

As part of the rebrand, MLS PIN is keeping its original name, but has re-launched its website, mlspin.com, with responsive design so that it works seamlessly on all devices.

New MLS PIN logo

The MLS has also debuted a completely new logo — teal nodes roughly in the shape of a house — that the MLS said works better for digital layouts online and in printed materials and represents customers connecting to data and technology through MLS PIN, and the connections and services MLS PIN customers provide to their clients.

MLS PIN is also highlighting its New England heritage with a new tagline: “wicked smart.”

Kathy Condon

“New Englanders are known for their moxie and old-fashioned charm. Being ‘wicked smart’ captures our personality and the personalities of the customers we serve. We love our customers and are known for being personable, welcoming and fun, and we field a tight-knit team where customers call in and ask for staff members by name,” said Kathy Condon, president and CEO of MLS PIN, in a statement.

“And while other companies may change their name as they rebrand, MLS PIN is so well-known throughout New England and the nation, by preserving our name we keep the confidence, trust, reputation and heritage we have built,” Condon continued. “Our new and innovative rebrand better reflects who we are by showcasing our culture and our ‘get the job done right’ attitude while also delivering a better technology and service experience.”

The new site also makes it easier for agents to access MLS PIN’s online training classes and videos, provides answers to “Wicked Smart Questions” for using the MLS, and connects to the more than a dozen third-party products the MLS offers, including Cloud CMA, Remine and Supra.

“MLS PIN’s rebranding effort is another step toward taking an active role in the national conversation about the future of real estate,” the MLS said.

Email Andrea V. Brambila.

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