Sotheby's International Realty® Identity Standards ... - the Members

2. THE SOTHEBY’S INTERNATIONAL REALTY ® TRADEMARKSYou 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 Section 3 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 (see page 6) 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 InternetWhen 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 AddressesWhen 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. See http://www.internic.net/regist.html for acomplete list of accredited registrars. 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 tocompliance@sothebysrealty.com 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.comsmythejonessir.comsmythejonessothebysrealty.comsmythejones-sothebysrealty.comsjsir.comThe 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).9