SIR BRAND STANDARDS

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BRAND STANDARDS

The Sotheby’s International Realty® brand represents homes and lifestyles of the world’s most exceptional caliber, and to help you effectively portray this, we have compiled the following pages to aid you in communicating with your current and prospective clients. Please note, these are excerpts from the SIR Style Guide. For complete brand guidelines & standards, please review the SIR Style Guide located in Access.

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AN ICONIC BRAND

Built on centuries of tradition and dedicated to innovating the luxury real estate industry, Sotheby’s International Realty offers transformative experiences through a global network of exceptional agents.

ELEVATOR PITCH

An exceptional life isn’t only defined by where you’re living, but by who you’re becoming. Beyond the best homes and highest standards of service in the world, Sotheby’s International Realty offers a lifestyle inspired by your potential. As curators of the exceptional, we are the only real estate network that creates limitless possibilities. The Sotheby’s International Realty® brand offers a lifestyle of unlimited opportunity to reach your full potential.

SALES ASSOCIATES + BRAND HERITAGE

25,000

26,000

1,075

1,000 OFFICES WORLDWIDE +

The leader in premium real estate, we deploy intuitive technology to deliver a truly personalized, client driven experience. With professionals in more than 70 countries and territories worldwide, we’re local everywhere, allowing us to walk alongside our clients at every stage of their journey. We know they expect us to be the first and the best in exclusive property. We deliver.

Building on the centuries-long reputation of the preeminent auction house, the Sotheby’s International Realty brand is recognized globally. Our legacy of quality service and expertise is unmatched.

Recognized worldwide, the prestige of the Sotheby’s brand is unparalleled. The acclaimed auction house, established in 1744 in London for collectors of art and other fine possessions, expanded to New York City in 1955. Sotheby’s International Realty inherited the iconic brand name, building on its legacy by delivering unrivaled real estate services.

Our alliance with Sotheby’s is our unique difference. The properties represented by our network are exclusively featured in Sotheby’s auction house marketing programs including high–profile client events, showcases in signature publications, in digital newsletters, and on sothebys.com

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SIR BRAND

204 billion $ 81

2022 ANNUAL SALES

BRAND NARRATIVE

COUNTRIES & TERRITORIES

Today’s view of success has evolved; whereas one’s success was once measured by acquisition - owning the house on the hill, driving the luxury car, or collecting rare works of art – today, the world’s highest achievers are seeking something well beyond the material. They want to experience life in ways that expand who they are. To develop every aspect of themselves; from the professional to the creative, from the physical to the intellectual. To savor unique, transformative experiences. To share these experiences with their circle, and grow together.

For three centuries, the Sotheby’s® name has been synonymous with success. And Sotheby’s International Realty represents this new definition of it. Beyond the most exquisite homes and highest standards of service in the world, the Sotheby’s International Realty® brand offers a lifestyle of unlimited opportunity to reach your full potential.

THE SIR NETWORK

The Sotheby’s International Realty brand has offices in the most significant markets in the world. These markets act as catalysts in generating sales traffic for one another. Additionally, our broker-to-broker referral network augments the deep personal networks of our sales associates. Sellers benefit from the added opportunities to find buyers through the referral network as well as through Sotheby’s auction clientele.

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SIR BRAND

PHOTO QUALITY REQUIRED

High-quality photography is paramount for both digital and traditional marketing. Our brand has always placed a strong emphasis on high-quality, meaningful photography, and that is even more critical now. SIR reserves the right to withhold or remove property listings from sothebysrealty.com and eGallery if the photography you provide fails to meet the standards described in this document.

CLEAR, CRISP IMAGES

All images must be easily identifiable and not distorted, stretched, blurry, grainy or pixilated.

3:2 Ratio;

Minimum 1,800 pixels wide by 1,200 pixels high

In order to properly tell the story of your property, a minimum of 6 photos are required for residential properties to appear on sothebysrealty.com. But our objective is for each property to have at least 10 photos, which is the minimum required amount for listing distribution on our partner websites, top tier e-Gallery and complementary brand exposure opportunities. The maximum number of photos per property is currently 50.

PURPOSEFUL PHOTOGRAPHY

Purposeful photography provides consumers with useful information about the property details including the property’s features and amenities, the rooms’ scale and proportions and the surrounding landscape. Every photo should help to tell the home’s unique story, not only through the image depicted but also in the order the photos are viewed.

Removing clutter and staging a room is an essential element to creating exceptional photography. Be careful not to over stage the photo with too many cliché elements.

TIPS FOR A GREAT FIRST PHOTO

The first photo should be your most intriguing image as this will be the thumbnail displayed in the property search results. Preferably, this photo is of the exterior front of the residence. Make sure the photo does NOT include: garbage cans, dumpsters or construction debris, vehicles, or any signage other than a compliant Sotheby’s International Realty brand sign.

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SIR BRAND

EXAMPLES OF GOOD PHOTOGRAPHY

Correct: Clear, crisp image with views of the mountains

Correct: Calls attention to the eat-in-nook

EXAMPLES OF POOR PHOTOGRAPHY

Incorrect: Grainy image with illegible details

Incorrect: Messy kitchen that doesn’t highlight usable space

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SIR BRAND

VIDEO GUIDELINES

You are encouraged to upload a professionally produced video 1 to 3 minutes in length that shares the unique nature of the property and reflects the Sotheby’s International Realty® brand overall.

Please be aware of the following listing video guidelines:

• No on-screen logos, graphics or text

• No still photography or images added (smooth movement only)

Length: 1 - 3 minutes

Longer videos tend to get passed over on the web and do not hold the viewer’s attention for the full length.

Resolution: 4K Ultra High Definition / HD (4K/1080p)

Only the highest video resolution quality is allowed on sothebysrealty.com and our distribution platforms. Our showcase presentation displays Ultra High- Definition (UHD) and High-Definition (HD) videos, so anything less will appear to be stretched and pixelated. We highly recommend 4K (3840 × 2160 px) and in a 16:9 aspect ratio. When not available, 1080p is the minimum acceptable resolution.

AUDIO

Music track with optional voiceover:

A backing track of royalty-free (right to use copyrighted material or intellectual property without the need to pay royalties or license fees), or licensed music is required. If a narration is added to the video, it must be a clear and crisply recorded voice-over that extols the virtues of the property, providing descriptive information in an unobtrusive manner. Avoid regional dialects.

LOGOS, GRAPHICS & TEXT

No on-screen logos, graphics or text

Written or graphic identification is not needed within the video because it will appear on the same page as your listing.

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SIR BRAND

STYLE

Smooth camera movement; No still photography

We suggest that you hire a professional videographer or use a tripod or stabilizing system to avoid shaky video. When editing, avoid jump cuts, in which two sequential shots of the same subject are taken from camera positions that vary only slightly. Do NOT use still imagery. This will avoid duplicating the look and feel of our existing Virtual Tours, which will create an inconsistent feel and fail to take full advantage of the video medium. Keep the focus on the property, with minimal superfluous on-screen elements. When used sparingly and in a refined, elegant manner, on-screen talent has the ability to add to the quality of the production.

When using on-screen talent, the following guidelines should apply:

• Adds value to the message of the video

• Professional appearance and demeanor

15 SECOND PROPERTY CLIP

• Provides an expert point-of-view

• On brand (Savvy, Refined, Inviting, Discreet)

Your 15 Second Property Clips are the first impressions consumers have of the Sotheby’s International Realty brand and your property. It is imperative that they meet or exceed the required quality standards. The 15 Second Property Clip is intended as a “Preview” of the full-length Property Video, meant to be displayed on a large-format screen, including the Apple TV eGallery and sothebysrealty.com home page. These platforms are full-screen experiences that play automatically with no audio. In addition, the brand will continue to utilize the 15 Second Property Clip through new distribution venues (including through social media and advertising channels) into the future.

No on-screen talent, shaky video, or intermixed still photography is allowed in the 15 Second Property Clip. We highly recommend hiring a professional videographer. If the 15 Second Property Clip includes camera movement, utilize a stabilizing system that will avoid a shaky video result. “Shaky camera” techniques are not allowed. The use of actors or oncamera talent is not permitted. Instead, emphasize the property, location, or lifestyle. No still images should be used in the 15-second video.

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SIR BRAND

BRAND STYLE GUIDELINES

The consistency in how the Sotheby’s International Realty brand is represented is incredibly important to maintaining the recognizable and positive reputation of the company.

BRAND COLORS

Our materials incorporate the following distinctive colors as shown below. You must follow the standards for color exactly when producing your own material. As shown below, there are two shades of gray. The darker shade, 431, is to be used for text only, and the lighter shade, 422, is to be used as an accent color in your marketing and promotional materials. Traditional black and white may also be used.

SIR BLUE

PANTONE 289

CMYK 100 64 0 60

RGB: 0 35 73

HEX: #002349

RAL: 270 20 20

TYPOGRAPHY

SIR TEXT GREY

PANTONE 431

CMYK 11.5

65

RGB: 103 115 122

HEX: #666666

SIR ACCENT GREY

PANTONE 422

CMYK

34

RGB: 173 173 173

HEX: #999999

SIR ACCENT GOLD

CMYK

RGB:

HEX: #C29B40

The typefaces used to design the look and feel of the Sotheby’s International Realty® brand are Benton Sans and FreightDispPro. Alternatively if Benton Sans and FreightDispPro are not accessible for your local needs, Arial is an approved substitution for Benton, and Times New Roman is an acceptable substitute for FreightDispPro, both of which are web-safe fonts that will help ensure proper digital display.

LOGO LOCKUP & USAGE

The CHSIR logo lockup was created to represent our affiliation with the Sotheby’s International Realty brand. Consistent and proper usage is required, in order to preserve and maintain both our company’s and the Sotheby’s International Realty brand’s image. Always refer to these guidelines when using the logo.

Our Affiliate Logo Lock-up is a custom-designed illustration. You may never attempt to alter, replicate or create your own version.

• Do not add anything to the logo (including personal broker or team logos)

• Do not change the logo colors

• Do not alter (stretch) the logo disproportionately

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0
0
0 0 0
2
25 37 91
154 61
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SIR BRAND

LOGO MINIMUM SIZE & CLEAR SPACE

The Affiliate Logo Lock-up must be clearly visible wherever it appears, therefore the logo should not appear in sizes smaller than 1.0 inch in height for the vertical Logo Lock-up and 1.25 inches in length for the horizontal Logo Lock-up.

The Affiliate Logo Lock-up must never be obstructed from view by distracting graphics or images. Always maintain a minimum clear space around the logo as exhibited below. Note: This spacing guideline applies to all uses of the logo including branded promotional items like napkins, pens, doormats, clothing and other giveaway items.

The logos below show the minimum required clear space that must be kept around the logo. Depending on how large the “s” in Sotheby’s appears in the logo, there should be that amount of clear space around the logo. Do not place the logo directly at the edge of a page or directly next to another logo, including agent logos.

PERSONAL LOGO GUIDELINES

Sotheby’s International Realty discourages agents from having personal logos for a few essential reasons.

• Distracts and confuses consumers about who they are doing business with.

• The real estate agency allows you to add “Team” or “Group” to your licensed name, but names like “Oregon Home Group” are not allowed in your logo, as it implies a brokerage and creates confusion with the consumer.

• Dilutes the power of the SIR iconic global brand

• Cannot appear larger than the CHSIR logo

• Must integrate SIR brand colors only. (see specs on opposite page)w

• Name must be registered with OR and WA state Agency.

• Cannot be used in collateral materials such as street signs, business cards and company provided email signatures.

• In addition, the @cascadehassonsir or @sothebysrealty email must be used on all collateral marketing materials

• Personal logos cannot be integrated into CHSIR marketing provided by staff, company services and tools.

• All logo usage must be e approved by CHSIR marketing leadership.

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SIR BRAND

SOCIAL MEDIA GUIDELINES

The proper presentation of the Sotheby’s International Realty® brand is critical at every level in every marketing vehicle, including social media. As we continue to explore the many ways in which social media can enhance our marketing efforts and positively increase awareness of the brand, it is essential that we maintain our efforts to protect our most valuable asset – the Sotheby’s International Realty name. Well–defined brands help shape the way consumers think and feel about a business even before they walk in the door, respond to an advertisement or experience the brand online.

Therefore it is paramount that all social media initiatives focus on quality versus quantity, meaning that your online efforts are deemed successful not by how many/how much you post but by how meaningful the content is that you provide. In the luxury space, less really is more.

ACCOUNT NAMES, PROFILE NAMES & VANITY URLS

In your personal or professional social media profiles you may only use your name, as your account name, profile name, and vanity URL. Do NOT use Sotheby’s International Realty or an abbreviated version of our brand name, and never use the word ‘Sotheby’s’ alone.

You may use your company’s full DBA in the description field provided on most social networking websites to show your Sotheby’s International Realty affiliation.

PROFILE PHOTOS

You are permitted to use a personal photo as your profile image. You are NOT permitted to use your company’s logo, the brand logo or any altered version of either logo as your profile photo.

COVER PHOTOS

You are permitted to use a listing photo, or a personal photo for your cover photo. You are NOT permitted to use your company’s logo, the brand logo or any altered version of it for your cover photo.

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SIR BRAND

SIGNS, ADS, BUS. CARDS

The power of a global brand and the importance of brand identity, consistency, and compliance.

As an established real estate professional, you already know the value a strong brand brings in a crowded real estate industry. Well-defined brands help shape the way customers think and feel about a business even before they walk in the door or respond to an advertisement. This reputation is built, not only through your interaction with customers, but incrementally through every ad, web page, and sign.

Each element of communication reinforces what the Sotheby’s International Realty® brand represents.

Whether you are placing an ad, hanging a sign, designing a website, creating a brochure, or handing out a business card, you have the opportunity to communicate the distinctive qualities that define the Sotheby’s International Realty® brand, which carries with it a centuries-old tradition of quality and service that began with the venerable auction house, established in 1744.

EXAMPLE:

The Sotheby’s Internaltional property sign is consistant all over the world.

As a franchise of Sotheby’s International Realty, we are obligated contractually to maintain brand compliance especially in core marketing materials and signage

This includes all:

• Property Signs

• Advertising

• Business Cards

No matter where you go in the world, every Sotheby’s International Realty property sign and every agent’s business card is required to look the same.

This consistency creates a trusted brand experience for buyers and sellers across all markets.

Here are some brand rules we are all required to adhere to:

Property Signs:

Must be ordered through the company. No broker logos, personal emails, or websites other than cascadehasson.com are allowed on property signs per the brand contract.

Advertising:

All ads directly purchased must be submitted to marketing@cascadehasson.com to be preapproved. (We prefer to design these for you with some exceptions for publications that already have our templates. (Luxury Home Magazine)

Business Cards:

Must be ordered through the company. No broker logos, personal emails, or websites other than cascadehasson.com are allowed.

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SIR BRAND

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© 2022

Cascade Sotheby’s International Realty. All rights reserved. Sotheby’s International Realty® and the Sotheby’s International Realty Logo are service marks licensed to Sotheby’s International Realty Affiliates LLC and used with permission.

Cascade Sotheby’s International Realty fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated. Any services or products provided by independently owned and operated franchisees are not provided by, affiliated with or related to Sotheby’s International Realty Affiliates LLC nor any of its affiliated companies.

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