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

2. THE SOTHEBY’S INTERNATIONAL REALTY ® TRADEMARKSUsing The Sotheby’sInternational Realty ® NameProper 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’s Auction House.Using The Sotheby’sInternational Realty ® NameWith Your Business NameWhen 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 RealtyYou 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 OfficesOffices 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 DisclaimersAffiliates-Minimum Required DisclaimersEvery 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.6