New Logo and Identity for Sotheby’s by Pentagram

Mercury Rising

New Logo and Identity for Sotheby's by Pentagram



Noted April 3, 201404.03.14 by Armin

filed under Culture and tagged with ,


(Est. 1774) “Sotheby’s has been uniting collectors with world-class works of art since 1744. Sotheby’s became the first international auction house when it expanded from London to New York (1955), the first to conduct sales in Hong Kong (1973), India (1992) and France (2001), and the first international fine art auction house in China (2012). Today, Sotheby’s presents auctions in eight different salesrooms, including New York, London, Hong Kong and Paris, and Sotheby’s BidNow program allows visitors to view all auctions live online and place bids in real-time from anywhere in the world. Sotheby’s offers collectors the resources of Sotheby’s Financial Services, the world’s only full-service art financing company, as well as private sale opportunities in more than 70 categories, including S|2, the gallery arm of Sotheby’s Contemporary Art department, as well as Sotheby’s Diamonds and Sotheby’s Wine. Sotheby’s has a global network of 90 offices in 40 countries and is the oldest company listed on the New York Stock Exchange (BID).”

design by

Pentagram (Abbott Miller, partner, New York, NY)

related links

Pentagram project page (plenty more images)

Miller's new system establishes a cohesive look and feel across the company's diverse locations and programs. The goal of the redesign was maintaining the image of a modern global brand while also reflecting the heritage of a company that has been in business for almost 300 years. Miller and his team developed a new wordmark (shifting from the previous Gill Sans-based sans serif to Mercury) and new design standards for stationery and related print collateral, auction catalogues, Sotheby's magazine, the Sotheby's website and app, advertising and promotions, signage and environmental graphics, and auction ephemera like aprons and bid paddles. The program began rolling out in September with the website, and will continue to influence all Sotheby's communications.

Pentagram project page


I love Mercury, it's one of my favorite serifs of all time, so I really love the simplicity of this. The reason this is not a main Review is because there isn't much to say: it's simply beautiful, understated, and contemporary. I also never thought the previous Gill Sans wordmark was formal or serious enough and this one is.

New Logo and Identity for Sotheby's by Pentagram
Logo detail.
New Logo and Identity for Sotheby's by Pentagram
New Logo and Identity for Sotheby's by Pentagram
New Logo and Identity for Sotheby's by Pentagram
In action.
New Logo and Identity for Sotheby's by Pentagram
Facade on a Sotheby’s location.


On Execution



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