Talk about an assignment. Abbott Miller and his team at Pentagram recently updated the branding of Sotheby’s, one the world’s oldest and largest auction houses, with a massive overhaul. The effort included an updated logo, ditching Gill Sans for a much sharper Mercury, a cleaner site design, and a host of rebranded peripheral items like paddles, stationary, and the hundreds of catalogues they distribute.
Overall the branding feels… right. It feels like this is what Sotheby’s should have looked like all along, if that makes sense. It’s also incredible that they were able to bring cohesion to such an immense company that spans the globe. For something of this scale you need something that’s simple and easy to institute, and in my mind, this definitely does the trick.
You can see the full brief by clicking here.