Sotheby's Corporate Brand Standards Manual
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Transcript of Sotheby's Corporate Brand Standards Manual
Sotheby’s International Realty®
Identity Standards Manual
Sotheby’s International RealtyAffiliates LLC January 2011
Section 13 Introduction
Section 25 The Sotheby’s International Realty®
Trademarks
6 UsingThe Sotheby’s International Realty®
NameWithYour Business Name
6 Legal Disclaimers
8 UsingThe Sotheby’s International Realty®
Name InText
9 Uses OnThe Internet
13 Color
Section 314 The Sotheby’s International Realty®
Affiliate Logo Lock-up andNRT Logo
16 YourAffiliate Logo Lock-up
16 NRT Logo
17 Online Usage
18 Your Company’s Icon
19 Minimum Size And Clear SpaceForAffiliate Logo Lock-up
19 Minimum Size And Clear SpaceFor NRT Logo
20 Misuse Of Affiliate Logo Lock-up
21 Misuse Of NRT Logo
Contents
Section 422 Signage
23 AffiliateYard Signs
24 OptionalAffiliateYard Signs
25 NRTYard Signs
25 Optional NRTYard Signs
26 Riders
27 Approved Standard Riders
28 Affiliate Open House Signs
28 NRT Open House Signs
29 Commercial Panels
29 Development Signs
30 Building Signs
30 NRT Building Signs
31 Affiliate Building Signs
Section 532 Stationery
33 Affiliate Letterhead
35 NRT Letterhead
36 Affiliate Envelope
37 NRT Envelope
38 Affiliate Business Cards
41 NRT Business Cards
43 Name Badges
Section 644 Advertising
45 Affiliate DisplayAnd ClassifiedAds
46 NRT DisplayAnd ClassifiedAds
Section 747 ApprovedVendorsAnd
Contact Information
CONTENTS
WELCOME TO THE SOTHEBY’S INTERNATIONAL REALTY® NETWORK. THIS
IDENTITY STANDARDS MANUAL IS DESIGNED TO GUIDE YOU IN THE
CORRECT AND CONSISTENT USE OF ONE OF OUR MOST VALUABLE
ASSETS: THE COLLECTION OF BRANDED ELEMENTS THAT HELP DEFINE AND
DIFFERENTIATE THE SOTHEBY’S INTERNATIONAL REALTY® NETWORK.THIS
IDENTITY MANUAL WILL HELP YOU UNDERSTAND HOW TO USE THE
SOTHEBY’S INTERNATIONAL REALTY® LOGO, ASWELL AS HOWTO APPLY THE
BRAND ELEMENTS ACROSS AWIDE RANGE OF COMMUNICATION MATERIALS
USED IN BRAND MARKETING. ADDITIONALLY, THE STANDARDS ENSURE
THAT YOUR RELATIONSHIP WITH SOTHEBY’S INTERNATIONAL REALTY
AFFILIATES LLC WILL BE CLEARLY DELINEATED IN ALL COMMUNICATIONS.
1. INTRODUCTION
Whether you are placing an ad,hanging a sign,designingaWeb site, creating a brochure or handing out abusiness card, you have the opportunity tocommunicate the distinctive qualities that define theSotheby’s International Realty® brand. The fullmeasure of the brand will be built not only throughyour interaction with customers, but incrementally,ad by ad,web page by web page, sign by sign. Eachelement of communication reinforces what theSotheby’s International Realty® brand represents.
As an established real estate professional, you alreadyknow the value of a strong brand in the crowded realestate brokerage industry. Success is based as muchon reputation as it is on the perception of your name.The Sotheby’s International Realty® brand carries withit a centuries-old tradition of quality and service thatbegan with the venerable auction house, establishedin 1744. Well-defined brands help shape the waycustomers think and feel about your business evenbefore they walk in the door or respond to anadvertisement. Though an existing brokerage namemay be familiar to customers in a local or regionalmarket, being affiliated with a global brand brings toyour brokerage all the positive associations andbrand equity that are part of the Sotheby’s InternationalRealty® brand. In addition, your company benefitsfrom all the marketing done by Sotheby’s InternationalRealtyAffiliates LLC,wherever the name appears.
The Sotheby’s International Realty® service marks,trademarks and logotypes are licensed by Sotheby’sInternational Realty Licensee LLC, a subsidiary ofRealogy Corporation who, in turn, licenses thesemarks to Sotheby’s International Realty AffiliatesLLC.You are authorized to use the marks pursuant toyour franchise agreement with Sotheby’sInternational Realty Affiliates LLC. Each companygranted permission to use the marks is required toprotect them by adhering to the standards andregulations set forth in this Identity Manual.
This Identity Manual is part of the Policyand Procedures Manual
The standards on the following pages must be adheredto without variation. You are required to use ourapproved vendors (see Section 7) for all your materials,including stationery, business cards, yard signs, etc.They are familiar with the standards for using themarks and will afford you optimum purchasingefficiencies. If a situation should arise that requiresany departure from the standards in this IdentityManual, you must obtain our prior written approval.
In certain limited circumstances, your building’slandlord, your city or a closed community may requirea deviation from this Identity Standards Manual (e.g. achange to the color of your building sign or thelettering of your Logo Lock-up appearing on thebuilding exterior in a landmark building). In theserare instances, the deviation must be approved inadvance by us. You must submit a copy of such localrules (or a letter from the landlord) before we approvesuch modification. An accommodation of this typewill never involve a change in your Logo Lock-updesign.
Changes to this Manual
We may modify this Manual from time to time as wedeem appropriate. All changes will be posted on ourMembers’Web site(http://members.sothebysrealty.com).
NRT LLC (“NRT”)
NRT LLC a company owned by our corporateparent, Realogy Corporation, owns and operatesSotheby’s International Realty® offices through acompany named Sotheby’s International Realty, Inc.We have noted in this Manual any instances wherethe identity standards for these offices differ fromthose of our other independently owned andoperated affiliates.
International Master Franchisorsand Franchisees
If you are an international master franchisor orfranchisee, the applicable identity standards may bedifferent in some respects, as set forth in theInternational Addendum (available separately).Please refer to the International Addendum toassure compliance with the applicable identitystandards for your country.
1. INTRODUCTION
4
OURTRADEMARKS ARE AMONG OUR MOST IMPORTANT ASSETS. THEY REPRESENT
OUR COMPANY AND OUR BRAND TO THE WORLD. AS SUCH, CORRECT AND
CONSISTENT USE IS CRITICAL TO MAINTAINING THE PRESTIGIOUS REPUTATION
ASSOCIATED WITH THE SOTHEBY’S INTERNATIONAL REALTY® BRAND. THIS
SECTION DESCRIBES THE CORRECT USE OF OUR TRADEMARKS. TAKE CARE TO
FOLLOWTHIS GUIDE CAREFULLY TO ENSURE PROPER USE IN ALL APPLICATIONS.
2. THE SOTHEBY’S INTERNATIONAL REALTY®
TRADEMARKS
Using The Sotheby’sInternational Realty® Name
Proper use of the Sotheby’s International Realty®name is vital to our success as a brand. The name“Sotheby’s” may never be used in place of the name“Sotheby International Realty®” as these are twoseparate brands . The name “Sotheby’s” refers to theSotheby’s auction house and may only be used indirect reference to the Sotheby’sAuction House.
Using The Sotheby’sInternational Realty® NameWith Your Business Name
When you become a Sotheby’s International Realty®
affiliate, your business will operate under a businessname or “DBA” (which stands for “doing businessas”) that combines your business name and theSotheby’s International Realty® name.
For example:Smythe & Jones Sotheby’s International Realty
You may not abbreviate the Sotheby’s InternationalRealty® name. Your approved company name appearsin your franchise agreement. It should provide clearidentity, and should never cause confusion withother offices or firms,or refer to a geographic areaor imply a national scope. Also, you should not takeany actions or use any business name that denotes anybrand segmentation of the marks or categorizationbased upon luxury, quality, preeminence or similarcategorization.
For example,National Real Estate,Colorado Realtyor United States Real Estate Associates would beinappropriate and confusing when used as yourcompany name along with Sotheby’s InternationalRealty.
Note: Exceptions to these restrictions may bemade on a case by case basis,when a company,prior to affiliation, has used this type of nameand has built considerable brand equity in itslocal market. This does not apply to namechanges and newly formed brokerages(startups).When referring to your business name in text,you should consult the specific guidelines providedin this Identity Manual. For example,when referringto your business name in text, you should not use theregistered trademark symbol (®).
The Sotheby’s International Realty® name,with yourtrade name, should always be written out completely.e.g. Smythe & Jones Sotheby’s International Realty.
NRT Offices
Offices owned and operated by NRT do business asSotheby’s International Realty. Notwithstanding thegeneral prohibition on the use of geographic areasto identify your office, NRT may add a geographiclocation plus the word “brokerage” as a suffix whenappropriate,e.g., Sotheby’s International RealtyGreenwich Brokerage.
Legal Disclaimers
Affiliates-Minimum Required Disclaimers
Every piece of printed literature given directly toconsumers (i.e., brochures, postcards), excludingstationery, business cards, promotionaladvertisements, listing ads and classified ads, mustcontain the following legal disclaimer, set inapproximately 6-point type using Gill Sans typeface:
Sotheby’s International Realty and the Sotheby’sInternational Realty logo are registered (or unregistered)service marks used with permission. Each Office IsIndependently Owned And Operated.
For stationery, business cards, promotionaladvertisements, listing ads, classified ads and allsignage, the following Minimum RequiredDisclaimer must be used by all affiliates:
Each Office is Independently Owned and Operated.
If a piece such as a flyer, door hanger or postcard is tobe distributed to consumers, precede the previouslymentioned legal disclaimers with:
If your property is listed with a real estate broker, pleasedisregard. It is not our intention to solicit the offerings ofother real estate brokers.We are happy to work with themand cooperate fully.
Every piece of broadcast communication, e.g. radio(other than 10 second advertisements),TVcommercials and locally producedTV shows, used byaffiliates must contain:
(Your DBA Name) Sotheby’s International Realty. EachOffice Is Independently Owned And Operated. Sotheby’sInternational Realty® is a registered trademark.
2. THE SOTHEBY’S INTERNATIONAL REALTY® TRADEMARKS
6
NRT-Minimum Required Disclaimers
Every piece of printed literature given directly toconsumers (i.e., brochures, postcards), excludingstationery, business cards, promotionaladvertisements, listing ads and classified ads,mustcontain the following legal disclaimer, set inapproximately 6-point type using Gill Sans typeface:
Sotheby’s International Realty and the Sotheby’sInternational Realty logo are registered (or unregistered)service marks used with permission. Operated by Sotheby’sInternational Realty, Inc.
For all signage, the following Minimum RequiredDisclaimer must be used by NRT Offices:
Operated by Sotheby’s International Realty, Inc.
For stationery, business cards and promotionaladvertisements, the following Minimum RequiredDisclaimer must be used by NRT offices:
Operated by Sotheby’s International Realty, Inc..
NRT offices should use the following for printedliterature, promotional ads, and listing ads:
Sotheby’s International Realty and the Sotheby’sInternational Realty logo are registered (or unregistered)service marks used with permission.Operated by Sotheby’sInternational Realty, Inc.
If a piece such as a flyer, door hanger or postcard is tobe distributed to consumers, precede the previouslymentioned legal disclaimers with:
If your property is listed with a real estate broker, pleasedisregard. It is not our intention to solicit the offerings ofother real estate brokers.We are happy to work with themand cooperate fully.
NRT offices should use the following for every pieceof broadcast communication e.g. radio (other than 10second advertisements),TV commercials and locallyproducedTV shows used by affiliates must contain:
Operated by Sotheby’s International Realty, Inc. Sotheby’sInternational Realty® is a registered trademark.
7
2. THE SOTHEBY’S INTERNATIONAL REALTY® TRADEMARKS
The use of the Sotheby’s International Realty® nameor logo is not permitted on checks or purchaseorders without the appropriate Minimum RequiredDisclaimer. Also, remember that for all uses ofthe Sotheby’s International Realty® name or logo, youmust comply with all of the guidelines set forth inthis Identity Manual.
Please refer to page 12 for Minimum RequiredDisclaimers on Internet usages.
Using The Sotheby’sInternational Realty®
Name In Text
When referencing the Sotheby’s International Realty®
brand name separately from your business, thename must always be accompanied by the ® symbol.Alternatively, you may use the ® symbol on the firstuse on a piece and then italicize the brand name insubsequent references.You may not refer to thebrand as “Sotheby’s” alone or attach “InternationalRealty” to any other name. You should notabbreviate the words “Sotheby’s InternationalRealty” or our corporate name Sotheby’sInternational RealtyAffiliates LLC.
When referring to Sotheby’s International RealtyAffiliates LLC or your business name in text, do notuse the registered trademark symbol (®) next toSotheby’s International Realty or italicize thosewords. The Sotheby’s International Realty® name,withyour trade name,must be written out completely.
Do not use the registered symbol when usingyour business name. i.e., Smythe & Jones Sotheby’sInternational Realty, or for NRT, Sotheby’sInternational Realty.
Correct uses of our name in text:
Our tradition makes the Sotheby’s InternationalRealty® brand a quintessential real estate brand.
Smythe & Jones Sotheby’s International Realty operatesoffices in Ridgewood,New Jersey.
Sotheby’s International RealtyAffiliates LLC maintainsits international headquarters in Parsippany,NewJersey.
Incorrect uses of our name in text:
Do not use “Sotheby’s” alonee.g.We affiliated with Sotheby’s in 2010
Do not use the brand name as a noune.g. Sotheby’s International Realty® has offices inover 40 states.
Do not abbreviate Sotheby’s International Realtye.g. Smythe & Jones SIR
Do not use the ® symbol in your business namee.g. Smythe & Jones Sotheby’s International Realty®
Do not abbreviate your business namee.g. SJ Sotheby’s International Realty
When referencing sothebysrealty.com, it shouldalways appear in lower case bold with no spaces,and without any “www.” prefix, as demonstratedhere:
We invite you to visit sothebysrealty.com, wherewe bring the luxury real estate market to your home.
NOTE: Failure to use a registered trademark inthe correct manner may lead to the loss of itsstatus as a protected mark.Therefore, carefulconsideration must be taken to ensure that ourtrademarks are used correctly in allapplications.
NRT
Note: Offices owned and operated by NRT shouldalways ensure that any use of the Sotheby’sInternational Realty® name as a noun is used in a contextthat clearly identifies the offices as being owned andoperated by Sotheby’s International Realty, Inc. orNRT.Additional precautions should be taken in anymaterial or communication that includes areference to the Sotheby’s International Realty® brandor Sotheby’s International RealtyAffiliates LLC.
For example, in the proper context,NRT may write:Sotheby’s International Realty has more than 75 salesassociates in Beverly Hills.
2. THE SOTHEBY’S INTERNATIONAL REALTY® TRADEMARKS
8
You will be provided with a proprietary Logo Lock-upconsisting of the Sotheby’s International Realty® Logoand a unique type treatment for your business name.Existing logos or type treatment may not be used.
Please refer to SSeeccttiioonn 33 of this Identity Manual fordetails about the proper use of the Logo Lock-up.
The Sotheby’s International Realty® Logo is thecore element in the Sotheby’s International Realty®
Affiliate Logo Lock-up. While it appears to berendered in a commercially available typeface, it isa specially created illustration that should not bere-created. When you become a member of theSotheby’s International Realty® network, you arelegally obligated to adhere to the exact and correctuse of our trademarks.
Many common items such as stationery, yard signs andpersonal promotion literature can only be purchasedwith company-specific, imprinted information. Whenutilizing brochures or pre-printed presentationmaterials that do not have company-specific imprintedinformation, you must use the die-cut business cardholder for insertion of a business card (when available)to ensure that your company name is displayed in thematerials. Depending on the item, the MinimumRequired Disclaimers (sseeee ppaaggee 66) must always appearin upper and lower case Gill Sans type style eachtime your company name appears in conjunction withthe Sotheby’s International Realty® name or any mark.
Uses On The Internet
When creating a website for your company and offices,you must follow our corporate name and trademarkguidelines. Additionally, compliance with this identitymanual and the website compliance checklist isrequired.
This section uses a fictional company in Parsippany,NJ (“Smythe & Jones Sotheby’s InternationalRealty”), a fictional Sales Associate (Jane Smith) and afictional Internet Service Provider (“ISProv”) toillustrate how all these guidelines apply on the Web.
Establishing Web Addresses
When referring to the “address” of a Web site, we areidentifying its domain name. In order to connect aparticular domain name to your Web site, you mustfirst register that name, pay a registration fee, andprovide certain administrative and technical contactinformation. SSeeee hhttttpp::////wwwwww..iinntteerrnniicc..nneett//rreeggiisstt..hhttmmll ffoorr aaccoommpplleettee lliisstt ooff aaccccrreeddiitteedd rreeggiissttrraarrss. If you areestablishing a Web address for a company or office site,and intend to use the Sotheby’s International Realty®
brand name in that address, you must follow thefollowing guidelines:
You may ONLY have ONE authorized andapproved registered domain name and web sitelinked to our public internet site. You mustsubmit that web site address [email protected] BEFOREregistering it with an accredited registrar.
Your domain may ONLY contain your approvedcompany name or an abbreviation of yourapproved company name (with or withoutSotheby’s International Realty or anabbreviation of the brand), for example:
smythejones.com
smythejonessir.com
smythejonessothebysrealty.com
smythejones-sothebysrealty.com
sjsir.com
The abbreviations of the Sotheby’s InternationalRealty® name set forth above are the only approvedabbreviations. The dashes appearing in the examplesare not required. These permitted abbreviations areacceptable in the context of a domain name only, NOTin the content of a Web site. All other references tothe brand name must always spell out the Sotheby’sInternational Realty® name correctly, and must use thefully-approved company name (i.e., Smythe & JonesSotheby’s International Realty).
2. THE SOTHEBY’S INTERNATIONAL REALTY® TRADEMARKS
9
You may NOT register any domain name underany circumstances that uses the name“Sotheby’s” alone. For example, these domainnames are NOT acceptable:
smythejonessothebys.comsjsothebys.com
You may NOT register any domain name thatcontains a geographic identifier, unless you areadding the geographic identifiers to anotherwise permitted domain name. Forexample, these domain names are NOTacceptable:
sothebysrealtynewyork.comsirnewyork.com
These examples are acceptable:
smythejonessirnewyork.comsjsothebysrealtynewyork.comsmythejonesnewyork.com
In addition to your approved domain name, you maysubmit to our dedicated e-mail address,[email protected], a list of“defensive” domain names for approval that includevariations and misspellings of your proposed domainname that will prevent third parties from registeringthem. You must bear the cost and expense ofregistering and maintaining these sites.
Sales Associate Web Addresses
Your sales associates, employees and representativesare nnoott ppeerrmmiitttteedd to register any domain names thatcontain the words "Sotheby's", Sotheby's InternationalRealty, or any image or language confusingly similar tothese words or any abbreviation, acronym, phoneticvariation or visual variation of the same.
Note: You are responsible for ensuring that alldomain names used by your sales associatescomply with this Identity Standards Manual.Upon our request, you must promptly transfer,abandon or redirect any unauthorizedregistration at your expense.
Avoiding Confusion
It is important to avoid confusion between Sotheby’sInternational Realty Affiliates LLC and its franchiseesand sales associates, and to distinguish the Sotheby’sInternational Realty® brand from other real estatebrands. This means that in your domain name, youshould never separate the Sotheby’s InternationalRealty® brand name from the rest of your address byplacing it between two dots or between two slashes.
Unacceptable addresses might include:
www.sothebysinternationalrealty.smythejones.comwww.smythejones.com/sothebysinternationalrealty
Information Accuracy
You are solely responsible for the information andother content that you choose to make available onyour Web site, sothebysrealty.com or on anyother Web site or online service. Accordingly, youshould carefully consider what information andother content is permissible to be reproduced anddisplayed in accordance with applicable trademark,copyright, patent and other laws. In addition, youmust adhere to all restrictions (including Sotheby’sInternational Realty® system restrictions and applicablelocal laws) governing the accuracy and presentationof advertising and the promotion of your businesson the Internet and through all other online services.
Refer to Section 3 for guidelines on the use of theSotheby’s International Realty® Affiliate Logo Lock-upon the Internet.
2. THE SOTHEBY’S INTERNATIONAL REALTY® TRADEMARKS
10
Brand Usage Guidelines
In addition to following corporate guidelines in creatingyour Web address, you must also represent theSotheby’s International Realty® brand correctly in theactual content of your site. All of the rules regardingthe use of the Sotheby’s International Realty® nameshould be applied to your Web site.
Mandatory Disclaimers
Office, company and individual Web sites must containdisclaimers on every page. Disclaimers are mostoften found at the bottom of the page.
Each page of your Web site should include the following:
Sotheby’s International Realty® is a registered trademarklicensed to Sotheby’s International Realty Affiliates LLC.Each Office Is Independently Owned And Operated.
NRT offices should use thefollowing disclaimer:
Sotheby’s International Realty® is a registered trademarklicensed to Sotheby’s International Realty Affiliates LLC.Operated by Sotheby’s International Realty, Inc.
Online Advertising
Any Web presence is considered online advertising.This means that your content is subject to many regulations and should be carefully considered beforebeing made public.
You are solely responsible for the information andother content that you make available anywhere onthe Web. This includes sothebysrealty.com andyour own business Web site. Make sure you complywith the following:
As discussed at length earlier in this section, your sitemust use the Sotheby’s International Realty® markscorrectly and consistently.
Make sure you have permission to reproduce anddisplay content (as well as any artwork and graphicimages), in accordance with applicable trademark,copyright, patent and other laws.
Content should always compliment the overall lookand feel of the Sotheby’s International Realy® brand,using aesthetics presented on sothebysrealty.com as aguide.
Follow all regulations governing the accuracy andpresentation of advertising and the promotion ofyour business on the Web. This includes local lawsand, for company and office sites, be sure to followthe restrictions of Sotheby’s International RealtyAffiliates LLC.
As a Sotheby’s International Realty® franchisee, you mayrequest a link from sothebysrealty.com to yourcompany or office Web site. Sotheby’s InternationalRealty Affiliates LLC reserves the right to disapproveand deny access to any franchisee whose Web sitecontains content which violates this Identity Manual orotherwise threatens to damage the Sotheby’sInternational Realty® service mark.
2. THE SOTHEBY’S INTERNATIONAL REALTY® TRADEMARKS
11
Submittal for Approval
At the time you begin business as a Sotheby’sInternational Realty® office, your properties,offices, and sales associates will appear onsothebysrealty.com. There will however not be anylinks from sothebysrealty.com to your local website until you complete the compliance reviewprocess as outlined below.
1. A compliance review checklist and htmltemplates are provided during the transitionprocess to assist in the compliance process.
* Both documents maybe found on members.sothebysrealty.com
2. Affiliate should review the compliance checklistand templates and make appropriate changes totheir local web site
3. Once the checklist items are completed, a linkto the web site, and the contact information forany further communications should be emailed [email protected].
4. The Sotheby’s International Realty® complianceteam will review the site and provide feedback onany additional changes via email.
5. Once all the remaining changes are made, thesite should be resubmitted for final approval.
6. Once final approval is given by the complianceteam, the affiliate local web site will be linkedbeginning the next business day.
Please note any subsequent re-launch or major siteredesigns should be submit via the process notedabove.
Sales Associate Web Addresses
Sales associates web sites will not be linked tosothebysrealty.com. These sites do not need to besubmitted to the Sotheby’s International Realty®compliance team, but should be reviewed by themanaging broker.
NOTE: The affiliate is responsible forensuring that all sites associated with his orher office comply with legal and trademarkregulations as well as our Identity StandardsManual. If these sites do not meet ourbranding and approval standards (set forthabove), we reserve the rights to take appropriatecorrective actions, which may include de-linking your approved company site fromsothebysrealty.com. Sales Associate
websites are not allowed on brandmagazines, brochures and stationery items.
Email Signatures
Email is a primary form of communication forSotheby’s International Realty® affiliates. Therefore,consistent representation for our identity isimportant. The purpose of the email signature is toprovide easy access to contact information foryour customers, as well as important informationregarding confidentiality. Below a sample emailaddress which is aligned with our brand’s marketingdirection has been provided. This should be used as aguideline to determine a standard setup for yourcompany. Establishing a consistent format is the bestway to ensure compliant email signatures are beingused by staff and sales associates.
A recommended email signature content and formatis shown here:
Jonathan Smythe Sales Associate
Smythe & Jones Sotheby's International Realty123 Street Address, Suite 1700 | Anytown ST 10000t 212.555.1234 | f 212.555.4321 | c 917.555.1234jonathan.smythe@smythjonessir.comsmythejonessothebysrealty.com
Notice of confidentiality: This transmission containsinformation that may be confidential and thatmay also be proprietary; unless you are the intendedrecipient of the message (or authorized to receive itfor the intended recipient), you may not copy, forward,or otherwise u se it, or disclose its contents toanyone else. If you have received this transmissionin error, please notify us immediately and delete itfrom your system.
2. THE SOTHEBY’S INTERNATIONAL REALTY® TRADEMARKS
12
2. THE SOTHEBY’S INTERNATIONAL REALTY® TRADEMARKS
Sotheby’s InternationalRealty® Accent Gray
PANTONE 422CMYK: 0 0 0 34RGB: 173 173 173HEX: #999999
Sotheby’s InternationalRealty® Text Gray
PANTONE 431CMYK: 11 0 0 65RGB: 204 204 204HEX: #666666
Sotheby’s InternationalRealty® Blue
PANTONE 289CMYK: 100 64 0 60RGB: 0 35 73HEX: #002349
In lieu of the specific blue and gray colors indicated throughout this manual, you may use the PANTONE® colors listed, the standards for which are shown in the current edition of the PANTONE formula guide.
The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards.
Pantone® is the property of Pantone, Inc.
Color
Our materials incorporate the following distinctive colors asshown throughout the manual. You must follow the standards forcolor exactly when producing your own material. As shown below,there are two shades of gray. The darker shade, 431, is to be usedfor text only, and the lighter shade, 422, is to be used as an accentcolor in your marketing and promotional materials.
13
When creating PowerPoint presentations, we suggest using thefollowing RGB breakdown as the background color.
RGB: 0 35 73
Typography
The only approved typefaces that may be used are Gill Sans,Edwardian Script, and Minion families of fonts. These are notthe fonts for the Sotheby’s International Realty® Affiliate LogoLock-up, which is a custom-designed illustration.These fonts shouldbe used as supporting typefaces when creating ads, brochures andother printed materials.
A SPECIAL IMAGE REFERRED TO AS A LOGO LOCKUP HAS BEEN CREATED TO
REPRESENT YOUR AFFILIATION WITH SOTHEBY’S INTERNATIONAL REALTY
AFFILIATES LLC. CONSISTENT PROPER USAGE IS IMPERATIVE TO MAINTAIN
THE PRESTIGIOUS REPUTATION ASSOCIATED WITH THE SOTHEBY’S
INTERNATIONAL REALTY® BRAND AND TO CLEARLY CONVEY THE
AFFILIATION WITH YOUR LOCAL BRAND. IN THIS SECTION, SPECIFIC
GUIDELINES FOLLOW, WHICH EXPLAINS PROPER USAGE OF YOUR LOGO
LOCKUP. ALWAYS REFER TO THESE GUIDELINES WHEN PREPARING ARTWORK
FOR COMMUNICATION MATERIALS.
3. THE SOTHEBY’S INTERNATIONAL REALTY®
AFFILIATE LOGO LOCK-UP AND NRT LLC
3. THE SOTHEBY’S INTERNATIONAL REALTY® AFFILIATE LOGO LOCK-UP
15
Logo Lock-Up
Your Sotheby’s International Realty® Logo Lock-upwill be either a 1-line, 2-line or 3-line versiondepending on the length of your DBA. Once this isdetermined, a Logo Lock-up will be created foryou. You must always use this version of the Sotheby’sInternational Realty® Logo Lock-up in either itshorizontal or vertical configuration. Your AffiliateLogo Lock-up will be a custom-designedillustration. You may never attempt to alter,replicate or create your own version.
Visually, a 50/50 size relationship must be maintainedbetween the Sotheby’s International Realty® Logoand your company’s DBA. You must never alter thisrelationship. If your existing company logo containsan icon that has regional equity, it may be incorporatedinto your Sotheby’s International Realty®AffiliateLogo Lock-up in approved or accepted applications(see page 20).
1-line DBAThe length of the DBA must never be longer thanthe word “Sotheby’s” in the Sotheby’s InternationalRealty® Logo. The cap-height of the letters in theDBA can never exceed the cap-height of the word“Sotheby’s” in the Sotheby’s International Realty® Logo.
2-line DBAThe length of the DBA must never be longer thanthe word “Sotheby’s” in the Sotheby’s InternationalRealty® Logo.The measurement from the top of thecap-height of the first word to the baseline ofthe second must never exceed the height measuredfrom the cap-height of the word “Sotheby’s” to thebaseline of the words “International Realty” in theSotheby’s International Realty® Logo.
One-line Vertical DBA Affiliate Logo Lock-up
One-line Horizontal DBA Affiliate Logo Lock-up
Two-line Vertical DBA Affiliate Logo Lock-up
Two-line Horizontal DBA Affiliate Logo Lock-up
Smythe1 “S”unit
1 length unit
1 “S”unit
1 length unit
1 length unit
1 length unit
1 “S”unit
1/2 “S”unit
Smythe& Jones
1 length unit
1 heightunit
1 heightunit
1 length unit
Smythe& Jones
1 “S”unit
1 heightunit
1 heightunit
1/2 “S”unit
3. THE SOTHEBY’S INTERNATIONAL REALTY® AFFILIATE LOGO LOCK-UP
Your Affiliate Logo Lock-Up
3-line DBAThe length of the DBA must never be longer than theword “Sotheby’s” in the Sotheby’s InternationalRealty® Logo. The measurement from the top of thecap-height in the first word to the baseline of thelast word can never exceed a measurement 2.25 timesthe height of the “S” in the Sotheby’s InternationalRealty® Logo.
Regardless of the number of letters in the DBA, thefonts are never stretched, manipulated or scaleddisproportionately to establish the 50/50 relationshipbetween the DBA and the Sotheby’s InternationalRealty® logo. The fonts are always usedproportionately.
NRT LLC Logo
NRT LLCOffices operated by NRT do businessas Sotheby’s International Realty alone without theuse of a DBA.
Three-line Vertical DBA Affiliate Logo Lock-up
Three-line Horizontal DBA Affiliate Logo Lock-up
SmytheJones & JonesProperties
1 length unit
1 length unit
1 “S”unit
2.25“S”unit
1/2 “S”unit
SmytheJones & Jones
Properties
1 length unit 1 length unit
2.25“S”unit
16
Two-color Logo
One-color Logo
17
Online UsageThe Logo Lock-up must be used correctly andconsistently in the online space to maintain the premiumquality standards established by this Identity Manual.
The Sotheby’s International Realty® Logo must remainproportional for online applications.
When presented online, the Sotheby’s InternationalRealty® Logo should never be smaller than 40 pixelshigh from the endpoints of the center rule.
In order to maintain the integrity of the Sotheby’sInternational Realty® Logo, a minimum amount of clearspace should surround the logo on Web sites or otheronline usage. The minimum amount of clear spacethat should surround the logo should be greater thanor equal to the dimension of the verticallowercase “s” in the Sotheby’s International Realty®
Logo.
3. THE SOTHEBY’S INTERNATIONAL REALTY® AFFILIATE LOGO LOCK-UP
Online Affiliate Logo Lock-up Minimum Size
Online Surrounding Clear Space
Online Minimum Size
Online Surrounding Clear Space
40 pixels
40 pixelsSmythe& Jones
Smythe& Jones
Smythe& Jones
18
Your Company’s Icon
If there is equity in your current logo in your businessmarket, you may incorporate an icon derivativeof your current logo in the Sotheby’s InternationalRealty® Affiliate Logo Lock-up. Use of any icon,and the size and elements contained in youricon, are subject to the prior approval ofSotheby’s International Realty Affiliates LLC,in our sole and absolute discretion. We mayreject an icon for any reason, including ourdetermination that the icon may reproducepoorly in print materials.
Shown here is the general area that may be dedicatedto your approved icon and its relationship to theSotheby’s International Realty® Logo. Please note thatyour logo is included in the space attributed to yourbusiness name for purposes of maintaining the 50/50size relationship.
In the vertical 2-line Logo Lock-up, your company’sicon height cannot exceed the distance from the topof the capital “S” in “Sotheby’s” to the baseline of“International Realty,” must align horizontally with theimaginary line that runs through the mid-point ofyour DBA, and must maintain a distance of at leastthe cap-height of the “S” in “Sotheby’s” betweenyour DBA and the icon.
In the horizontal Logo Lock-up, your company’s iconaligns horizontally with the imaginary line thatruns through the mid-point of your DBA.The spacebetween your icon and your DBA is equal to half theheight of the capital “S” in the Sotheby’s InternationalRealty® Logo.
Note: The 50/50 size relationship(see page 16)between your DBA, icon and the Sotheby’sInternational Realty name is always adhered to. Thisrule will drive the proportion of your name and icongiven these two elements are viewed as one unit.Therefore longer names impact the icon bydecreasing the size. Conversely shorter DBAs canaccommodate a larger icon.
NRTOffices operated by NRT may not include an icon incombination with their logo. With our prior approval,NRT may use icons separated from their logo inmarketing materials.
Horizontal Two-line DBA Affiliate Logo Lock-up with Icon
1 unit
1 unit
Smythe& Jones
1unit
1unit
Smythe& Jones
Vertical Two-line DBA Affiliate Logo Lock-up with Icon
3. THE SOTHEBY’S INTERNATIONAL REALTY® AFFILIATE LOGO LOCK-UP
1unit
1unitSmythe
1unit
1unit
Smythe& Johnson
1unit
1unit
Smythe, Jones& Johnson
Logo Lock-Up Examples with DBA Differences
1unit
1unit
Smythe
1unit
1unit
Smythe& Johnson
1unit
1unit
Smythe, Jones& Johnson
19
Minimum Size And Clear SpaceFor Affiliate Logo Lock-up
The Affiliate Logo Lock-up must be clearly visiblewherever it appears, therefore the logo should notappear in sizes smaller than one inch in height forthe vertical Logo Lock-up and 1.25 inches in lengthfor the horizontal Logo Lock-up.
The Affiliate Logo Lock-up must never be obstructedfrom view by distracting graphics or images. Alwaysmaintain a minimum clear space around the logo asexhibited here.
Minimum Size And Clear SpaceFor NRT Logo
The Sotheby’s International Realty® Logo must beclearly visible wherever it appears, therefore theLogo should not appear in sizes smaller than oneinch in width.
The Logo must never be obstructed from view bydistracting graphics or images. Always maintain aminimum clear space around the Logo as exhibited here.
3. THE SOTHEBY’S INTERNATIONAL REALTY® AFFILIATE LOGO LOCK-UP
Vertical 2-line DBA Affiliate Logo Lock-up Minimum Size
Horizontal 2-line DBA Affiliate Logo Lock-up Minimum Size
Vertical 2-line DBA Surrounding Clear Space
Horizontal 2-line DBA Surrounding Clear Space
Smythe& Jones
1.25"
Smythe& Jones
Smythe& Jones
1.0"
Smythe& Jones
1.0"
Minimum Size
Minimum Clear Space
Logo Lock-Up Examples with DBA Differences
20
Misuse Of Affiliate Logo
3. THE SOTHEBY’S INTERNATIONAL REALTY® AFFILIATE LOGO LOCK-UP
SmytheSmythe& Jones& Jones
Smythe& Jones
Smythe& Jones
Smythe& Jones
Smythe& Jones
Smythe& Jones
Smythe& Jones
Smythe& Jones
Smyt
he
& J
ones
Smythe& Jones
Do not change the font for the DBA Do not use the DBA without theSotheby’s International Realty® Logo
Do not delete the rule
Do not change the scale of the Logo elements
Do not add anything to the Logo Do not rotate the Logo
Do not rearrange the Logo elements
Do not reverse Logoelements separately
Do not change the Logo color Do not scale the Logodisproportionately
21
Misuse Of NRT Logo
3. THE SOTHEBY’S INTERNATIONAL REALTY® NRT LOGO
Do not alter the font sizes Do not change the Logo colors Do not change the Logo color
Do not switch the Logo components Do not add anything to the Logo Do not rotate the Logo
Do not scale the Logo disproportionately
MUCH OF THE SUCCESS OF OUR FRANCHISE SYSTEM LIES IN THE EFFORTS OF
SOTHEBY’S INTERNATIONAL REALTY® AFFILIATES TO BE GOOD STEWARDS
OF THE BRAND AND TO PRESENT THE SOTHEBY’S INTERNATIONAL REALTY
MARKS AS REQUIRED UNDER THE FRANCHISE AGREEMENT. FIRST IMPRESSIONS
ARE CRITICAL AND LESS IS ALWAYS MORE WITH OUR BRAND’S SIGNAGE.
SIGNAGE REPRESENTS THE FIRST POINT OF CONTACT FOR MANY OF YOUR
CUSTOMERS, THEREFORE THE DESIGN OF YOUR SIGNAGE AND ITS
CONSISTENT REPRODUCTION IS ESSENTIAL.
Signage must be ordered from a Sotheby’s International Realty® approved vendor. For a list ofapproved vendors, see Section 7.
4. SIGNAGE
23
Affiliate Yard Signs
The standard affiliate yard sign consists of a squareblue panel with white type and square corners.The size of the overall sign is 24" wide by 24" tall(an area of 4 square feet).
The diagram shown here demonstrates the correctproportions and sizes for all yard sign design elements.
The Minimum Required Disclaimer (see page 6) must appear on the yard sign as shown.
DBALogo Lock-up
Phone NumberFont: Gill Sans Regular
Web AddressFont: Gill Sans Regular
DisclaimerFont: Gill Sans Regular
4. SIGNAGE
smythejonessothebysrealty.com800.123.4567Each Of f i ce I s Independent ly Owned And Operated
Smythe& Jones
smythejonessothebysrealty.com800.123.4567Each Of f i ce I s Independent ly Owned And Operated
Smythe& Jones
Two-line DBA Affiliate Logo Lock-up
Two-line DBA Affiliate Logo Lock-up with Icon
Guidelines
• Team names and sales associate’s personal Web sites are not permitted on yard signs.
• Personal designations are not permitted on yard signs unless proper documentation is provided to support this request.
• The “www” prefix is eliminated from all web addresses on sign panels.
• Area codes are mandatory on all signage.
• All yard signs that are produced through our preferred sign vendors are approved by the corporate marketing office. For ordinances or developments that require special signage, you will need to supply your sign provider with the proper documentation from the ordinance/development stating the specifications and requirements.Your sign provider and they will route the request to the corporate marketing office for their decision on an approval.
Two Agents and Two-line DBA Affiliate Logo Lock-up
smythejonessir.com 800.123.4567Each Of f i ce I s Independent ly Owned And Operated .
Smythe& Jones
Dianne Eschman800.954.5541Neil Lyon800.954.5505
24
4. SIGNAGE
Optional Affiliate Yard SignsOptional yard signs have been developed incorporatingagent names into the signage. The size of the overallsign is 24" wide by 30" tall (an area of 5 square feet)to allow for the addition of names. They allow foreither one or two agent names and contact numbers,with and without icons.
The Minimum Required Disclaimer (see page 6) mustappear on the yard sign as shown.
DBALogo Lock-up
Phone NumbersFont: Gill Sans Regular
Agent NamesFont: Minion
Web AddressFont: Gill Sans Regular
DisclaimerFont: Gill Sans Regular
Optional Affiliate Yard Signs
DBALogo Lock-up
Phone NumbersFont: Gill Sans Regular
Agent NamesFont: Minion
Web AddressFont: Gill Sans Regular
DisclaimerFont: Gill Sans Regular
One Agent and Two-line DBA Affiliate Logo Lock-up
smythejonessir.com 800.123.4567
523.456.7880
Each Of f i ce I s Independent ly Owned And Operated
Smythe& Jones
James Williamson
25
NRTYard SignsPhone NumberFont: Gill Sans Regular
Web AddressFont: Gill Sans Regular
DisclaimerFont: Gill Sans Regular
Optional NRTYard SignsPhone NumbersFont: Gill Sans Regular
Agent NamesFont: Minion
Web AddressFont: Gill Sans Regular
DisclaimerFont: Gill Sans Regular
4. SIGNAGE
NRT Optional One Agent Sign
sothebysrealty.com 800.123.4567
523.456.7880James Williamson
Owned And Operated By NRT LLC
sothebysrealty.com800.123.4567Owned And Operated By NRT LLC
NRT Yard Sign
26
Affiliate and NRT RidersMessage riders can be used on the top or bottom ofthe yard sign. Copy for all one line riders is centered,both vertically and horizontally within the "allowableprintable area" which is a 1.5" border from the edge,on all four sides of the rider. Copy for all two lineriders follows the same specifications, except within a1” border on all 4 sides. This allows for the messageto maximize the allowable printable area to scale. Thefonts are never allowed to be stretched, distorted ormanipulated in any way. All riders are six inch- highpanels. The standard rider is 24 inches wide. Twelve-inch and 36-inch riders are also available fromour approved vendors. The rider width must matchthe yard sign width.
Top-of-Sign Riders
Top-of-sign riders are always Sotheby’s InternationalRealty® blue with type reversing to white. Theseshould always refer to an action being taken onbehalf of the sale of the property. Standard signsare available for commonly used riders (i.e., Sold,Under Contract).
Bottom-of-Sign Riders
Bottom-of-sign riders are always Sotheby’s InternationalRealty® Blue with type reversing to white. Theseshould always refer to an agent, phone numberor feature of the house.
Guidelines
4. SIGNAGE
• Team names and sales associate’s personal Web sites are not permitted on riders.
• Personal designations are not permitted on riders.
• The “www” prefix is eliminated from all web addresses on riders.
• Area codes are mandatory on all riders.
• All riders that are produced through our preferred sign vendors are approved by the corporatemarketing office.
Note: To obtain a rider that is not on our approved list, you must consult with your sign provider and they will receive approval from the corporate marketing office.
6.00
"
24.00"
smythejonessothebysrealty.com800.123.4567Each Of f i ce I s Independent ly Owned And Operated
Smythe& Jones
Jonathan Smythe000.000.0000
Both lines are128 pointGill Sans
6.00
"
24.00"
27
Approved Standard Riders
24-Hour Recorded Information(2 line rider due to length of text)
__ AcresAcreageAcresAntiqueArrow (pointing left or right)Bay ViewBeach AccessBeachfrontBy Appointment OnlyCommercialCommercial LotCondominiumCooperative CottageEcoFriendlyExclusiveFor LeaseFor RentFor SaleGuest HouseHome WarrantyHorse PropertyInvestmentLake AccessLandLEED/GREENLot For SaleMountain HomeNational SeashoreNew Homes (in arrow)New PriceOceanfrontOpen House (in arrow)Open SundayOpen Sunday # to #
(1 or 2 line rider, both approved)Pond FrontPoolPool/SpaPrice ReducedPropertyAddress.com
(Example: 42CottageLane.com)RenovatedSale PendingShown by AppointmentSingle FamilySoldSub-dividableSummer Rental
Swimming PoolText:__To:__Townhouse Under ContractViewVineyardWaterfrontWaterviewWinery
4. SIGNAGE
Top-of-Sign Rider – Single Word
Font: Gill Sans Bold | All uppercase fonts
Top-of-Sign Rider – Multiple Words
Font: Gill Sans Bold | All uppercase fonts
Rider – One Line
Font: Gill Sans Bold | All uppercase fonts
6.00
"
24.00"
6.00
"
24.00"
6.00
"
24.00"
Jonathan Smythe000.000.0000
Both lines are128 pointGill Sans
6.00
"
24.00"
Bottom-of-Sign Rider – Two Lines
First LineFont: Gill Sans Regular | Upper/lower case fonts
Second LineFont: Gill Sans Regular | Upper/lower case fonts
Rider – One Line
Font: Gill Sans Bold | All uppercase fonts
MOUNTAIN HOME6.00
"
24.00"
28
Affiliate Open House Signs
The affiliate open house sign is similar to the standardyard sign. The diagram at right illustrates the correctdesign elements for the open house sign. Other pre-approved variations may be available through ourapproved vendors and with approval from theCoporate Marketing office.
The Minimum Required Disclaimer (see page 6) must appear on the open house sign.
The open house sign is also available as a rider (see page 31).
DBALogo Lock-up
Open HouseFont: Gill Sans Bold
DisclaimerFont: Gill Sans Regular
NRT Open House SignsThe Minimum Required Disclaimer (see page 7) mustappear on the open house sign.
The open house sign is also available as a rider (see page 31).
Open House:Font: Gill Sans Bold
Disclaimer:Font: Gill Sans Regular
4. SIGNAGE
24 x 24 NRT Open House Sign
O P E N H O U S E
Owned And Operated By NRT LLC
24 x 24 Affiliate Open House Sign
Each Of f i ce I s Independent ly Owned And Operated
Smythe& Jones
O P E N H O U S E
29
Commercial Signs• We offer 36” x 36”, 48” x 36” and 48” x 48” panels.
• Panels are printed on 8 mil Corx or Aluminum.
• Approved Logo Lockup must be used.
• Gil Sans Regular must be used for any text
• Any deviations from approved sizes require corporate approval.
Development Signs• We offer a variety of templates which are available through our approved vendors.
• Size specifications are determined per request and approved by corporate.
4. SIGNAGE
smythejonessothebysrealty.com800.123.4567Each Office Is Independently Owned And Operated
Smythe& Jones
36”
36”
sjsothebysrealty.com 000.000.000
Jonathon Smythe
800.123.4567
Each Office Is Independently Owned And Operated
Smythe& Jones
36”
48”
Commercial Panel 36” x 48”
Commercial Panel 36” x 36”
Building SignsHorizontal and vertical format signs have been designedto provide maximum flexibility for a variety ofapplication requirements. Your building or city mayhave specific requirements for the size, color orshape of your exterior sign. If you are not subject toa local restriction, your exterior sign must beSotheby’s International Realty® blue with whitelettering (see page 14). We recommend that youconsult with one of our approved vendors toexplore your options. Additionally our ExteriorGuidelines Manual should be used to ensure this signmeets all compliance criteria in the event a localvendor is used. Please note – the use of a localsignage vendor is approved for exterior signage only.All other signage must be ordered from an approvedvendor as outlined in your franchise agreement.
Specific measurements are not given because the sizeof the sign you will require will vary dependingon your location, the size of your office and localzoning requirements. The designs are based ona gridsystem, which can be enlarged proportionallyto suityour specific needs. Any deviation from these IdentityStandards due to local rules (as described on page 4)to the configuration of your exterior signage (e.g. anirregular shaped awning) must be approved inadvance.
Note: No slogans, telephone numbers, marks or otherwords may appear on the building sign. Any variationsfrom these specifications must be submitted toSotheby’s International Realty Affiliates LLC forapproval.
NRT Building Signs
Building signs contain two pieces of information – theSotheby’s International Realty® Logo and the MinimumRequired Disclaimer. By using one of the preferredsigns, you ensure the Logo is being correctly displayed.
Required Disclaimer
The Minimum Required Disclaimer (see page 6) mustappear on the building sign, in Gill Sans upper andlower case in white as shown.
4. SIGNAGE
30
Owned And Operated By NRT LLC
Square
Owned And Operated By NRT LLC
Horizontal: Long Format
Affiliate Building Signs
Building signs must always contain two pieces ofinformation – the approved Sotheby’s InternationalRealty® affiliate Logo Lock-up and the MinimumRequired Disclaimer.
You must use the Logo Lock-up we provide to youwhich maintains a 50/50 visual relationship betweenthe Sotheby’s International Realty® Logo and theaffiliate name.
4. SIGNAGE
31
Square
Square with Icon
Horizontal: Long Format
Each Off ice Is Independently Owned And Operated
Smythe& Jones
Each Off ice Is Independently Owned And Operated
Smythe& Jones
Each Off ice Is Independently Owned And Operated
Smythe& Jones
Each Off ice Is Independently Owned And Operated
Smythe& Jones
Horizontal: Long Format with Icon
THE DESIGN OF OUR STATIONERY REFLECTS THE SOPHISTICATED IMAGE
OF OUR BRAND. SPECIFIC PAPER AND PRINTING GUIDELINES ARE
PROVIDED AND MUST BE FOLLOWED CAREFULLY TO ENSURE
CONSISTENCY AND QUALITY REPRODUCTION.
Approved vendors must be used for all stationery. See Section 7.
5. STATIONERY
33
Affiliate Letterhead
Our letterhead design continues the sophisticationestablished for our stationery system.
Size
8.5" x 11"
Paper
Crane’s Crest, 100% Cotton Pearl White Wove, 28#with a Sotheby’s International Realty® watermark.
Ink
Letterhead can only be printed in Sotheby’sInternational Realty® Blue and Text Gray with theSotheby’s International Realty® Logo printed inSotheby’s International Realty® Blue. Complete colorspecifications can be found on page 14.
Design
Exhibits are shown with and without an icon as well aswith a multiple office letterhead layout option. TheMinimum Required Disclaimer (see page 6) must bepositioned at the bottom of the letterhead, aligned leftwith the vertical rule, in 6.5 pt. Gill Sans, upper andlower case.
Symbols such as the Realtor symbol, are permitted atthe bottom of the letterhead, .25" from the bottomand no taller than .25".
Typography
For typography specifications, see page 8.
Team names and sales associate personal Web sitesare not permitted on any stationery elements.
5. STATIONERY
1.5" 2.75"
.845"
0.25"
2.5"
Each Office Is Independently Owned And Operated
June 14, 2004
Mr. John SmithChairman & CFOAny Corporation1234 Any StreetAnytown, XX 12345USA
Salutation:
The public rarely sees a letterhead without a typewritten message on it. When a letter is typed on the Corporate Letterhead, in a sense, the design of the letterhead is completed. The style or format of the letter is an important part of the overall design of our company's stationery.
This is an example of one typewritten format on company stationery. As you can see, all the typewritten elements are “flush left” on the page. Everything aligns with the logotype at the top of the page and with the address line at the bottom of the page. This format is double-spaced between paragraphs but single-spaced within the paragraph. There are no paragraph indentations. The date and complimentary close are also aligned flush left with the paragraphs.
This particular letter format presents a very clean and businesslike appearance. A consistent typewritten style as well as an error-free letter will communicate an image of our company as very organized, competent and professional.
Complimentary close,
John Jones
JJ/vc
Smythe& Jones
First Name Last NameProfessional Title
100 Street Name Town Name ST 00000t 555.555.5555f 555.555.5555smythejonessothebysrealty.com
Letterhead
1.25" 3"
.845"
0.25"
2.5"
Each Office Is Independently Owned And Operated
June 14, 2004
Mr. John SmithChairman & CFOAny Corporation1234 Any StreetAnytown, XX 12345USA
Salutation:
The public rarely sees a letterhead without a typewritten message on it. When a letter is typed on the Corporate Letterhead, in a sense, the design of the letterhead is completed. The style or format of the letter is an important part of the overall design of our company's stationery.
This is an example of one typewritten format on company stationery. As you can see, all the typewritten elements are “flush left” on the page. Everything aligns with the logotype at the top of the page and with the address line at the bottom of the page. This format is double-spaced between paragraphs but single-spaced within the paragraph. There are no paragraph indentations. The date and complimentary close are also aligned flush left with the paragraphs.
This particular letter format presents a very clean and businesslike appearance. A consistent typewritten style as well as an error-free letter will communicate an image of our company as very organized, competent and professional.
Complimentary close,
John Jones
JJ/vc
Smythe& Jones
First Name Last NameProfessional Title
100 Street NameTown Name ST 00000t 555.555.5555f 555.555.5555smythejonessothebysrealty.com
Riverside • Allentown • Covington • Newland • Lambert • Scottsville
Multiple Office Letterhead
34
Affiliate LetterheadDBALogo Lock-upColor: Sotheby’s International Realty® Blue
NameFont: Gill Sans BoldSize: 8.5Leading: 10.5Color: Sotheby’s International Realty® Blue
Title and AddressFont: MinionSize: 9Leading: 10.5Color: Sotheby’s International Realty® Text Gray
Telephone DesignationsFont: MinionSize: 9Leading: 10.5Color: Sotheby’s International Realty® Text Gray
Telephone NumeralsFont: MinionSize: 8.5Leading: 10.5Color: Sotheby’s International Realty® Text Gray
Web site/Email AddressFont: Gill Sans Regular Size: 8 (7.5 pt if email address comes to within
.25 inches from edges of sheet)Leading: 10.5Color: Sotheby’s International Realty® Text Gray
Minimum Required DisclaimerFont: Gill Sans RegularSize: 6.5Color: Sotheby’s International Realty® Text Gray
5. STATIONERY
1.5" 2.75"
.845"
0.25"
2.5"
Each Office Is Independently Owned And Operated
June 14, 2004
Mr. John SmithChairman & CFOAny Corporation1234 Any StreetAnytown, XX 12345USA
Salutation:
The public rarely sees a letterhead without a typewritten message on it. When a letter is typed on the Corporate Letterhead, in a sense, the design of the letterhead is completed. The style or format of the letter is an important part of the overall design of our company's stationery.
This is an example of one typewritten format on company stationery. As you can see, all the typewritten elements are “flush left” on the page. Everything aligns with the logotype at the top of the page and with the address line at the bottom of the page. This format is double-spaced between paragraphs but single-spaced within the paragraph. There are no paragraph indentations. The date and complimentary close are also aligned flush left with the paragraphs.
This particular letter format presents a very clean and businesslike appearance. A consistent typewritten style as well as an error-free letter will communicate an image of our company as very organized, competent and professional.
Complimentary close,
John Jones
JJ/vc
First Name Last NameProfessional Title
100 Street Name Town Name ST 00000t 555.555.5555f 555.555.5555smythejonessothebysrealty.com
Smythe& Jones
Affiliate Letterhead
35
NRT Letterhead
Size
8.5" x 11"
Paper
Crane’s Crest, 100% Cotton Pearl White Wove, 28#
Ink
Letterhead can only be printed in Sotheby’s InternationalRealty® Blue and Text Gray with the Sotheby’sInternational Realty® Logo printed in Sotheby’sInternational Realty® Blue. Complete colorspecifications can be found on page 14.
Design
The Minimum Required Disclaimer (see page 7) mustbe positioned at the bottom of the letterhead, alignedleft with the vertical rule, in 6.5 pt. Gill Sans, upperand lower case.
Symbols and awards, such as the Realtor symbol, arepermitted at the bottom of the letterhead, .25" fromthe bottom and no taller than .25".
Typography
For typography specifications, see page 8.
5. STATIONERY
June 14, 2004
Mr. John SmithChairman & CFOAny Corporation1234 Any StreetAnytown, XX 12345USA
Salutation:
The public rarely sees a letterhead without a typewritten message on it. When a letter is typed on the Corporate Letterhead, in a sense, the design of the letterhead is completed. The style or format of the letter is an important part of the overall design of our company's stationery.
This is an example of one typewritten format on company stationery. As you can see, all the typewritten elements are “flush left” on the page. Everything aligns with the logotype at the top of the page and with the address line at the bottom of the page. This format is double-spacedbetween paragraphs but single-spaced within the paragraph. There are no paragraph indentations. The date and complimentary close are also aligned flush left with the paragraphs.
This particular letter format presents a very clean and businesslike appearance. A consistent typewritten style as well as an error-free letter will communicate an image of our companyas very organized, competent and professional.
Complimentary close,
John Jones
JJ/vc
FirstNameLastNameProfessional Title
Sotheby’s International Realty, Inc.123 Street NameTown Name, State 00000t 555.555.5555f 555.555.5555sothebysrealty.com
Operated by Sotheby’s International Realty, Inc.
1.5" 2.75"
.845"
0.25"
2.5"
NRT Letterhead
Affiliate Envelope
Size
No. 10 – 9.5" x 4.125"
Paper
Crane’s Crest, 100% Cotton Pearl White Wove, 28#
Ink
Envelopes can only be printed in Sotheby’s InternationalRealty® Blue and Text Gray, with the Sotheby’sInternational Realty® Logo printed in Sotheby’sInternational Realty® Blue. Complete colorspecifications can be found on page 14.
DesignShown here is the only approved envelope design.Affiliate icons can also be used as demonstrated onthe right.
DBALogo Lock-up
Return AddressFont: MinionSize: 8.5Leading: 10Color: Sotheby’s International Realty® Gray
NumeralsFont: MinionSize: 8Leading: 10Color: Sotheby’s International Realty® Gray
Minimum Required DisclaimerFont: Gill Sans RegularSize: 6Color: Sotheby’s International Realty® Gray
5. STATIONERY
36
0.25"
0.625"
Smythe& Jones
Affiliate Envelope
0.25"
0.625"
Smythe& Jones
Affiliate Envelope with Icon
0.25"
0.25"
100 Street Name Town Name ST 00000
Each Office Is Independently Owned And Operated
Affiliate Envelope Back
37
NRT Envelope
Size
No. 10 – 9.5" x 4.125"
Paper
Crane’s Crest, 100% Cotton Pearl White Wove, 28#
Ink
Envelopes can only be printed in Sotheby’s InternationalRealty® Blue and Text Gray, with the Sotheby’sInternational Realty® Logo printed in Sotheby’sInternational Realty® Blue. Complete colorspecifications can be found on page 14.
DesignShown here is the only approved envelope design.
Return Address:Font: MinionSize: 8.5Leading: 10Color: Sotheby’s International Realty® Gray
Minimum Required Disclaimer:Font: Gill Sans RegularSize: 6Color: Sotheby’s International Realty® Gray
5. STATIONERY
0.25"
0.625"
NRT Envelope
NRT Envelope Back
123 Street Name Town Name, State 00000
Operated by Sotheby’s International Realty, Inc.
0.25"
0.25"
Affiliate Business Cards
Your business card reflects who you are and thecompany you represent. Flexibility has been provided inbusiness card design to accommodate varying needs,including multiple contact numbers and address lines,and photos.
Size
3.5" x 2.125"
Paper
Domtar Solutions, 100# Cover in Soft White
Ink
Business cards can only be printed in Sotheby’sInternational Realty® Blue, Sotheby’s International Realty®
Text Gray with Sotheby’s International Realty® Logo Lock-up reversing to white. For complete colorspecifications, see page 14.
Front-of-Card Design
The design on the front of the card remains the same regardless of which back-of-card design youchoose. Affiliate icons may not be included onthe back of the card.
Marks, symbols and individual awards may not be includedon business cards.
DBALogo Lock-up Color: Reversed out of Sotheby’s International Realty® Blue
38
5. STATIONERY
Affiliate Business Card (Front)
Smythe& Jones
Smythe& Jones
Affiliate Business Card with Icon (Front)
39
Affiliate Business Cards (cont’d.)
Back-of-Card Options
Two options provide flexibility to customize the backof your card to suit your own needs.The back ofyour card can simply have your name, address, phonenumbers, Sotheby’s International Realty® approvedemail address(personal email addresses are notallowed) and Sotheby’s International Realty approvedweb address, and may include a personal photo. If youchoose to include a photograph, you may do so asdemonstrated below. You may only use black ink foryour photo as no color photography is allowed. For specific style guidelines for your photograph, seepage 45.
Marks, symbols and individual awards may not beincluded on business cards.
First Name, Last NameFont: Gill Sans BoldSize: 9.5Leading: 11Color: Sotheby’s International Realty® Blue
Professional TitleFont: MinionSize: 9.5Leading: 11Color: Sotheby’s International Realty® Text Gray
Secondary TitleFont: MinionSize: 9.5Leading: 11Color: Sotheby’s International Realty® Text Gray
Company NameFont: MinionSize: 9.5Leading: 11Color: Sotheby’s International Realty® Text Gray
Address and NumeralsFont: MinionSize: 9Leading: 11Color: Sotheby’s International Realty® Text Gray
Email Address and Web SiteFont: MinionSize: 7.5Leading: 11Color: Sotheby’s International Realty® Text Gray
Minimum Required DisclaimerFont: Gill Sans RegularSize: 4Leading: 9Color: Sotheby’s International Realty® Text Gray
5. STATIONERY
.763".1875" .25"
.954"
.1875"
0.12"
.8635"
Professional TitleSecondary Title
Each Office Is Independently Owned And Operated
t c
123Sotheby’s International Realty
555.555.5555 f 555.555.5555555.555.5555 h 555.555.5555
Smythe & Jones
Street NameTown Name, ST 00000
First Name Last Name
Affiliate Business Card (Back)
Affiliate Business Card (Back)
First Name Last NameProfessional TitleSecondary Title
Sotheby’s International Realty123t 555.555.5555 f 555.555.5555c 555.555.5555 h 555.555.5555
Each Office Is Independently Owned And Operated
1.8255"
3.5"
.1875"
0.12"
Smythe & Jones
Street Name, Town ST 00000
NRT Business Cards
Size3.5" x 2"
PaperDomtar Solutions, 100# Cover in Soft White
InkBusiness cards can only be printed in Sotheby’sInternational Realty® Blue, Sotheby’s InternationalRealty® Text Gray with Sotheby’s InternationalRealty® Logo reversing to white. For complete colorspecifications, see page 14.
Front-of-Card DesignThe design on the front of the card remains the sameregardless of which back-of-card design you choose.Marks, symbols and individual awards may not beincluded on business cards.
NRT Business Card (Front)
40
5. STATIONERY
Back-of-Card Design
The back of your card can have your name, address, phone numbers, Sotheby’s InternationalRealty email address, web address and the Sotheby’s International Realty® Logo.
First Name, Last NameFont: Gill Sans BoldSize: 9Leading: 11Color: Sotheby’s International Realty® Blue
Professional TitleFont: MinionSize: 9.5Leading: 11Color: Sotheby’s International Realty® Text Gray
AddressFont: MinionSize: 9.5Leading: 11Color: Sotheby’s International Realty® Text Gray
NumeralsFont: MinionSize: 9Leading: 11Color: Sotheby’s International Realty® Text Gray
Email Address and Web SiteFont: Gill Sans Regular Size: 8 (7 pt if email address comes to within .25 inches
from edges of card)Leading: 11Color: Sotheby’s International Realty® Text Gray
Minimum Required DisclaimerFont: Gill Sans RegularSize: 4Leading: 9Color: Sotheby’s International Realty® Text Gray
First Name Last Name Professional Title
3.5"
2"
.1875"
0.12"
First Name Last Name:Gill Sans Bold7.5 pt
Secondary Title:Minion8.5 pt
Address Info:Minion8.5 pt
Phone Info:Minion8 pt.
Web Info:Gill Sans7.5 pt.
LegalGill Sans4 pt.
Business Card currently in ISM
123 Street Name Town Name, ST 00000t 555.555.5555 f 555.555.555 c 555.555.555
[email protected] companyname.sothebysrealty.com
t 555.555.5555 f 555.555.555 c 555.555.555
Operated by Sotheby's International Realty, Inc.
NRT Business Card (Back)
41
5. STATIONERY
Photography Guidelines
Courtesy and professionalism are what you want toproject when you hand someone a business card.Therefore, your photograph, should you choose touse one, must represent you in the best mannerpossible. We have developed these guidelines to helpmaintain a consistent, contemporary look for allbusiness card photographs. Take this guide to yourphotographer and ask them to follow this styleexactly as prescribed.
A close-up head and shoulders shot is the onlyacceptable image. To ensure the professionalism theSotheby’s International Realty® brand requires,photos of other people, animals, buildings, automobiles,slogans, graphics or anything other than YOU isnot allowed.
Your picture will be an important business tool and should reflect your professional image as a member of one of the most prestigious real estate organizations in the world.
Photos are intended for use on business cards,internet and postcards. Sales Associate photoscannot be used on property brochures and it is highly recommended that sales associate photos are not used on listing advertisements.
Imagery Style
Provide this style guideline to your photographer.
Background should be a solid dark gray or white.
Cropping is tight, centering on the face.
Focus is on the eyes; any visible background must beout of focus.
High-contrast black and white prints must be used.No color photographs are allowed.
Format is an elongated square.
Subject should look directly into the camera. Noprofiles allowed.
Unacceptable Photographs
Do not use overstyled photos
Do not use colorphotography
Do not includeobjects in the photograph
Do not use casualphotographs
Acceptable Photographs
Do not photographpets or animals
Do not show morethan one salesassociate in a photo
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5. STATIONERY
Approved Designations
Professional
ABR – Accredited Buyer Representative
CCIM – Certified Commercial Investment Member
CPM – Certified Property Manager
CRB – Certified Real Estate Brokerage Manager
CRP – Certified Relocation Professional
CRS – Certified Residential Specialist
GRI – Graduate, REALTOR® Institute
RES – Resort Certification
CBR – Certified Buyer Representative
GMS – Global Mobility Specialist
SRES – Senior Real Estate Specialist (SRES)
CLHMS – Certified Luxury Home Marketing
Specialist
WCR –Women’s Council of Realtors
Telephone
t – telephone
c or m – cell or mobile
f – fax
h – home
vm – voice mail
d – direct
o – office
John SmytheSales Associate, CRB
Sotheby’s International Realty123t 555.555.5555 f 555.555.5555c 555.555.5555 h 555.555.5555
Each Office Is Independently Owned And Operated
Smythe & Jones
Street Name, Town ST 00000
John SmytheSales Associate, CRB
Sotheby’s International Realty123t 555.555.5555 f 555.555.5555c 555.555.5555 h 555.555.5555
Each Office Is Independently Owned And Operated
Smythe & Jones
Street Name, Town ST 00000
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Name Badges
Badges are a useful communication tool. Substrate isdetermined by the individual supplier. Always use aSotheby’s International Realty® approved vendor. SeeSection 7.
Name badges, for both Affiliates and NRT offices,should always contain a personal name and your logolock-ups. No Minimum Required Disclaimer isrequired.
5. STATIONERY
Engraved on Satin Silver Finish
Engraved on Satin Gold Finish
Reversed out of Sotheby’s International Realty® Blue
Nicole SimonesSales Associate
Smythe& Jones
Reversed out of Sotheby’s International Realty® Blue horizontal option
CONSISTENT USAGE OF THE SOTHEBY’S INTERNATIONAL REALTY® AFFILIATE
LOGO LOCK-UP AND OTHER MARKS IN OUR CLASSIFIED ADS IS CRITICAL TO
OUR MUTUAL SUCCESS.
6. ADVERTISING
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Affiliate Display AndClassified Ads
These exhibits are intended to show a few examplesof advertising templates and are not intended to showspecific design requirements. Take care to ensurethat the Sotheby’s International Realty® Affiliate LogoLock-up is always used consistently.
Listing ads must contain the Minimum RequiredDisclaimer (see page 6).
You may use your company icon on advertisingmaterials that present listings or information foryour company alone. However, icons are notpermitted on materials for co-operative advertisingprograms that feature multiple affiliates.
Team names and sales associate personal Webaddresses are not permitted on any brand magazinesand/or the cooperative advertising program.
6. ADVERTISING
45
Listing Ad: Color
Classified Ad Listing Ad: Black and White
Introducing Hopefull Farms in Hope, NJ
Contact: Susan Jones, Broker [email protected]
• Exceptional 8,800 square foot home
• 5 bedrooms, 4 lavatories
• Exquisite landscape with koi ponds
• 6,000 square feet equestrian center
• Luxurious amenities
• 3 car garage
Offered at $1,599,000.00
Smythe& Jones
Every home is a masterpiece.
28 acre estate located in tranquil Hope, New Jersey close to I-80, local airports and is about 90 minutes to New York City
© MMVII Sotheby’s International Realty Affi liates, Inc. All Rights Reserved. Sotheby’s International Realty® is a licensed trademark to Sotheby’s International Realty Affi liates, Inc. An Equal Opportunity Company. Equal Housing Opportunity. Each Offi ce Is Independently Owned And Operated, Except Offi ces Owned And Operated By NRT Incorporated.
Smythe& Jones
Introducing Hopefull Farms in Hope, NJ
Contact: Susan Jones, Broker [email protected]
• Exceptional 8,800 square foot home
• 5 bedrooms, 4 lavatories
• Exquisite landscape with koi ponds
• 6,000 square feet equestrian center
• Luxurious amenities
• 3 car garage
Offered at $1,599,000.00
Smythe& Jones
Every home is a masterpiece.
28 acre estate located in tranquil Hope, New Jersey close to I-80, local airports and is about 90 minutes to New York City
© MMVII Sotheby’s International Realty Affi liates, Inc. All Rights Reserved. Sotheby’s International Realty® is a licensed trademark to Sotheby’s International Realty Affi liates, Inc. An Equal Opportunity Company. Equal Housing Opportunity. Each Offi ce Is Independently Owned And Operated, Except Offi ces Owned And Operated By NRT Incorporated.
Classified Ad Listing Ad: Black and White
NRT Display And Classified Ads
Listing ads must contain the Minimum RequiredDisclaimer (see page 7).
6. ADVERTISING
Every home is a masterpiece.
Stunning Soda Creek Contemporary in Denver, CO
Stunning “organic contemporary” home sit-uated on over eight private and serene acres. Bold architectural features blend sacred ge-ometry with light, space and nature. 30 min-utes from Denver with miles of shared trails for hiking, cross country skiing or horse back riding. Conveniently located minutes from I-70 makes this home easy to access from ski areas, airport and cultural destinations. Offered at $1,599,000.00
Contact: Susan Jones Broker [email protected] © MMVII Sotheby’s International Realty Affi liates, Inc. All Rights Reserved. Sotheby’s International Realty® is a licensed
trademark to Sotheby’s International Realty Affi liates, Inc. An Equal Opportunity Company. Equal Housing Opportunity. Each Offi ce Is Independently Owned And Operated, Except Offi ces Owned And Operated By NRT Incorporated.
Listing Ad: Color
46
THE USE OF APPROVED VENDORS ENSURES THAT YOUR SIGNS AND STATIONERY
WILL ALWAYS COMPLY WITH THE GUIDELINES IN THIS MANUAL. OUR VENDORS
MAINTAIN THE HIGHEST LEVEL OF QUALITY AND CONSISTENCY, AND
UNDERSTAND THE IMPORTANCE OF PRESENTING THE SOTHEBY’S
INTERNATIONAL REALTY® BRAND CORRECTLY IN ALL APPLICATIONS.
The current approved vendors that must be used are listed on our Members’ Web site atmembers.sothebysrealty.com.
7. APPROVED VENDORS AND CONTACT INFORMATION