COLOR Agent Onboarding

Proper Tech Inc.

Spring 2024

IDENTITY 1 0 1

CRAFTING YOUR PERSONALIZED BIO SITE

Visual Framework

Sotheby’s Agent Package

Onboarding Step 2.2

1.

COLOR SELECTION Colors have the immeasurable power to inform our mood, our emotions, and our thoughts. They also convey energy, personality, and attitude.

This is why color selection matters when it comes to creating assets that help to form your brand identity. We have created this guide to convey some of the basics of color theory to better inform your selections.

Proper Tech Inc.

STEP 1.

COLOR SELECTION Your Color Selection Process is fairly simple given that each Sotheby Agent Bio Site is designed around the Sotheby International Brand Guidelines.

This means that your Bio Site will reflect the Sotheby Brand while still incorporating aspects of your unique and individual brand presence.

? #1F2122

#002349

#999999

#666666

#FFFFFF

?

This resource is developed to help you select which companion color best represents you. We have curated a number of options for you to choose from. All of the following selections have been chosen with the principles of color theory in mind.

Let’s take a look.

TINT PALETTE (1A) A tint is created by mixing white to any pure color. These selected tints were produced by adding white to Sotheby’s blue, also known as Oxford Blue. This color combination offers a confident presence.

Sotheby Water

#1F2122

#002349

#666666

#ABD3FF

#FFFFFF

Sotheby Water: 1a

TINT PALETTE (1B) A tint is created by mixing white to any pure color. These selected tints were produced by adding white to Sotheby’s blue, also known as Oxford Blue. This color combination offers a confident presence.

Sotheby Burst

#1F2122

#002349

#999999

#49A0FF

#FFFFFF

Sotheby Burst: 1b

COMPLEMENTARY PALETTE (2A) Complementary colors sit opposite each other on the color wheel. When a complementary color is selected, strong contrast and great vibrancy is the result.

Sotheby Bold

#1F2122

#002349

#004896

#999999

#FFFFFF

Sotheby Bold: 2a

COMPLEMENTARY PALETTE (2B) Complementary colors sit opposite each other on the color wheel. When a complementary color is selected, strong contrast and great vibrancy is the result.

Sotheby Earth

#1F2122

#002349

#666666

#964E00

#FFFFFF

Sotheby Earth: 2b

SPLIT COMPLEMENTARY PALETTE (3A) Split complementary colors are derived by choosing colors adjacent to the base hues’ complementary color, this results in a palette that combines contrast with harmony.

Sotheby Moss

#1F2122

#002349

#666666

#939600

#FFFFFF

Sotheby Moss: 3a

SPLIT COMPLEMENTARY PALETTE (3B) Split complementary colors are derived by choosing colors adjacent to the base hues’ complementary color, this results in a palette that combines contrast with harmony.

Sotheby Red

#1F2122

#002349

#960200

#999999

Sotheby Red: 3b

#FFFFFF

TRIADIC PALETTE (4A) Triadic colors are formed by selecting three equidistant hues on the color wheel, the result is a color selection that is evenly balanced creating a lively, vibrant combination.

Sotheby Olive

#1F2122

#002349

#489600

#999999

#FFFFFF

Sotheby Olive: 4a

TRIADIC PALETTE (4B) Triadic colors are formed by selecting three equidistant hues on the color wheel, the result is a color selection that is evenly balanced creating a lively, vibrant combination.

Sotheby Jazz

#1F2122

#002349

#960048

#666666

#FFFFFF

Sotheby Jazz: 4b

ANALOGOUS PALETTE (5A) Analogous colors are situated next to each other on the color wheel, this means they share similar undertones, when paired together they provide a deeply restful and comforting energy.

Sotheby Cyan

#1F2122

#002349

#666666

#009396

#FFFFFF

Sotheby Cyan: 5a

ANALOGOUS PALETTE (5B) Analogous colors are situated next to each other on the color wheel, this means they share similar undertones, when paired together they provide a deeply restful and comforting energy.

Sotheby Vibe

#1F2122

#002349

#020096

#999999

#FFFFFF

C

Sotheby Vibe: 5b

TETRADIC PALETTE (6A) Tetradic hues are equidistant from each other on the color wheel. This approach delivers both strong contrast and harmonious interplay resulting in visual depth and an energy that conveys versatility.

Sotheby Spring

#1F2122

#002349

#666666

#00964E

#FFFFFF

Sotheby Spring: 6a

TETRADIC PALETTE (6B) Tetradic hues are equidistant from each other on the color wheel. This approach delivers both strong contrast and harmonious interplay resulting in visual depth and a versatile energy that conveys versatility.

Sotheby Wine

#1F2122

#002349

#63002F

#999999

#FFFFFF

Sotheby Wine: 6b

Color is a sort of mid-point between pure light and pure darkness.

NATHAN CABOT HALE

THANK YOU! We appreciate your thoughtful consideration in reviewing your BioSite color options. As we continue, your attention to detail will be pivotal as we refine your brand identity. Thank you for investing your time and energy into this crucial stage of brand development. Together, we're shaping a brand presence that will leave a lasting impression on your audience.