SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
THE BRAND IS MORE THAN MARKETING
While this guide will present elements, such as logos, type, and color, these are only outward, visual representations of the Sotheby’s Concierge Auctions brand. Our true brand is how the market feels about us. It is the culmination of all experiences someone has had with our organization. Every touchpoint, interaction, relationship, and message, inform how people perceive us.
Our brand is a vital strategic asset. A strong brand builds loyalty and therefore ultimately supports company profitability. Building and maintaining the brand is everyone’s responsibility—every day.
SOTHEBY’S CONCIERGE AUCTIONS BRAND EXCLUSIVITY
In order to better serve the Sotheby’s family, we have an evolving brand offering exclusive for Sotheby’s International Realty listings. As of April 2023, the Sotheby’s Concierge Auctions name, logo, and branding is reserved only for listings with a Sotheby’s International Realty agent. For all other brokerages, we will co-brand offerings as Concierge Auctions.
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BRAND
SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
CONSISTENCY IS KEY
Our brand identity is how we present the company visually, in writing, in person, and via our services. We strive for consistency because our brand is the foundation through which we differentiate ourselves.
THE GUIDE
This guide has been created to document the guidelines and principles that define the Sotheby’s Concierge Auctions brand. This is a living document. Refer back often for updates and additions as we further define the Sotheby’s Concierge Auctions brand identity as the business evolves and grows.
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BRAND
SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
PRIMARY LOGO
PRIMARY LOGO
The Sotheby’s Concierge Auctions logo is the primary visual representation of our brand. It is a unique trademark that identifies all of our services and communications. Apply the white logo to navy backgrounds and the black logo to white backgrounds.
IN COPY
Our company should always be referred to as “Sotheby’s Concierge Auctions”. Never refer to the organization as “Concierge”, “Sotheby’s”, or “Concierge Auction”.
In text, Sotheby’s Concierge Auctions should be written in the same style, font, letter case, and color as the surrounding copy. All attempts should be made to avoid using the possessive form of our name. Example:
[NO] Sotheby’s Concierge Auctions’ platform reaches high-net-worth buyers.
[YES] The Sotheby’s Concierge Auctions platform reaches high-net-worth buyers.
LOGO FILES
Electronic versions of our logos can be downloaded from the Training and Resource Center or requested from the Marketing Department.
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SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
MINIMUM WIDTH
For legibility and consistency, it is important to keep the logo at or above the minimum width of 2”. When the document requires a logo under 2″ width, please consult with marketing for the best application.
MAXIMUM WIDTH
For legibility and consistency, it is important to keep the primary and secondary logo size under 25% width of the document.
MINIMUM CUSHION
It is important to maintain a cushion around the logo at all times. The minimum cushion allowed is the width and height of the “line” in the Sotheby’s Concierge Auctions logo.
5 2”
LOGO APPLICATION
LOREM IPSUM
Dienag skein mopliner dopen si mien isleap
SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
INCORRECT LOGO APPLICATION
Do not change the letter spacing:
Do not stretch:
Do not use colors other than black or white:
Do not distort:
Do not use the logo as part of a sentence:
is agent friendly.
Do not place at an angle:
Do not add a word or phrase to the logo:
THAILAND
Do not place upside-down:
Do not separate, remove, or rearrange the logo’s different components:
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SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
INCORRECT LOGO APPLICATION
Do not place over busy background or photo or use a drop shadow:
Do not use former logos that are no longer in use:
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SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
FONTS
FONT FAMILY
Benton Sans is the primary font family for all company materials. Mercury is used for accents.
For legibility and consistency, it is important to use Benton Sans Bold for headlines, Benton Sans Book in sentence case for body copy, Benton Sans Medium in sentence case for bold words in body copy, and Benton Sans Book Italic in sentence case for distiguishing words in body copy.
Mercury is to be used sparingly. Please consult with the Marketing Department for approved uses. When using the Mercury font family, it is recommended to use Mercury Roman.
FONT FILES
Electronic versions of Benton Sans and Mercury can be requested from the Marketing Department.
BENTON SANS BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BENTON SANS MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BENTON SANS BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BENTON SANS BOOK ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
PARAGRAPH STYLE
HEADLINE — SIZE 28, KERNING 50, LEADING 34
NON RERRO NON RERRO
SUB-HEADLINE — SIZE 14, KERNING 50, LEADING 21
ELLABORE VENIMUSAMUS
ELLABORE VENIMUSAMUS
PULL-QUOTE — SIZE 12, KERNING 50, LEADING 18
ELLABORE VENIMUSAMUS
ELLABORE VENIMUSAMUS
BODY COPY — SIZE 10, KERNING 0, LEADING 15
Utempos secupti sinventest in plant verovid ellabore venimusamus as esciatur autamendae nonsedis eari corerspidus eaquasped maximi, to diosant velit quiducia sustiatur, cuptias raepudi ciusandunt Secupti sinventest in plant verovid ellabore venimusamus esciatur autamendae nonsedis eari corerspidus eaquasped maximi, to diosant velit quiducia. Eaquasped maximi diosant. Utempos secupti sinventest in plant verovid ellabore venimusamus as esciatur autamendae nonsedis eari corerspidus eaquasped maximi, to diosant velit quiducia sustiatur, cuptias raepudi ciusandunt Secupti sinventest in plant verovid ellabore venimusamus esciatur autamendae nonsedis eari corerspidus eaquasped maximi, to diosant velit quiducia. Eaquasped maximi diosant.
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SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
COLOR
CMYK is used for print.
RGB is used for digital.
HEX is used for web.
PANTONE (PMS) is used in special, print applications.
NAVY — PRIMARY
CMYK 100, 60, 20, 75
RGB 0, 28, 61
HEX #00253E
PMS 2965C or 2965U
GOLD — ACCENT
CMYK 30, 39, 88, 5
RGB 178, 144, 66
HEX #C29B40
PMS 10127C
YK BLUE — SECONDARY
CMYK 97, 77, 14, 2
RGB 29, 79, 144
HEX #23448D
PMS 7686C or 2945U
BLACK — SECONDARY
CMYK 100, 100, 100, 100
RGB 0, 0, 0
HEX #000000
PMS Black C
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100% 100% 100% 100%
SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
CO-BRANDING
PARTNER LOGOS
Our company logo should always be presented as top of the visual hierarchy when partnering with other brands. The Sotheby’s Concierge Auctions brand does not allow partner logos. To co-brand, the agent’s name and brokerage should be placed underneath “In Cooperation With:” for the Listing Agent, or “Presented By:” for an agent who is not the Listing Agent. This inclusion should line up with the left edge or center with our company logo.
PARTNER BRAND GUIDES
Reference the partner brand guides to ensure that this application meets their standards.
Partner brand guides can be requested from the Marketing Department.
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Listed By: Agent Name of Brokerage Listed By: Agent Name of Brokerage
SOTHEBY’S CONCIERGE AUCTIONS BRAND GUIDE
UPDATED 01 MAY 23
ConciergeAuctions.com
+1 212.202.2940
Concierge Auctions, LLC is a provider of auction marketing services, is not a brokerage, and is not directly involved in selling real property. The services referred to herein are not available to residents of any state where prohibited by applicable state law. Concierge Auctions, LLC, its agents and affiliates, broker partners, auctioneers, and Sellers do not warrant or guaranty the accuracy or completeness of any information contained herein and shall have no liability for errors or omissions or inaccuracies under any circumstances in this or any other property listings or advertising, promotional or publicity statements and materials. This is not meant as a solicitation for listings. Brokers are fully protected and encouraged to participate. Concierge Auctions. Equal Housing Opportunity. All rights reserved.
