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

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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

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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.

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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.


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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).


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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.


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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.


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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.


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Sotheby’s InternationalRealty® Accent Gray

PANTONE 422CMYK: 0 0 0 34RGB: 173 173 173HEX: #999999

Sotheby’s InternationalRealty® Text Gray


Sotheby’s InternationalRealty® Blue


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.

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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

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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


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.


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


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.


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


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


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



Optional Affiliate Yard Signs

DBALogo Lock-up

Phone NumbersFont: 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



Optional NRTYard SignsPhone NumbersFont: 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"


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


Rider – One Line


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


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


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


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


Square


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


Smythe& Jones


Smythe& Jones


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"


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"


June 14, 2004


Salutation:





John Jones

JJ/vc

Smythe& Jones


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"


June 14, 2004


Salutation:





John Jones

JJ/vc


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


Salutation:


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.


John Jones

JJ/vc

FirstNameLastNameProfessional Title

Sotheby’s International Realty, Inc.123 Street NameTown Name, State 00000t 555.555.5555f 555.555.5555sothebysrealty.com


1.5" 2.75"

.845"

0.25"

2.5"

NRT Letterhead

Affiliate Envelope

Size

No. 10 – 9.5" x 4.125"

Paper


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


Affiliate Envelope Back

37

NRT Envelope

Size

No. 10 – 9.5" x 4.125"

Paper


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


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


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

[email protected]

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


1.8255"

3.5"

.1875"

0.12"

Smythe & Jones

Street Name, Town ST 00000

[email protected]

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

42

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



Smythe & Jones


[email protected]

John SmytheSales Associate, CRB



Smythe & Jones


[email protected]

43

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

44

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


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


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

Sotheby’s International Realty and the Sotheby’s International Realty logo are registered (or unregistered) service marks used with permission. Each Office Is Independently Owned And Operated.