![The logotype shifted from a Gill Sans-based sans serif to the serif font Mercury for a sharper look.](https://pentagram-production.imgix.net/f4785e54-d60a-43c3-8596-c6406338e3c0/am_sothebys_02.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The logotype shifted from a Gill Sans-based sans serif to the serif font Mercury for a sharper look.
![The new Sotheby's wordmark.](https://pentagram-production.imgix.net/ea41fe1d-4aab-45dc-bf03-ad76a27e0fa8/am_sothebys_01.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The new Sotheby's wordmark.
1 The logotype shifted from a Gill Sans-based sans serif to the serif font Mercury for a sharper look. 2 The new Sotheby's wordmark. 3 The program includes signage and environmental graphics for Sotheby's locations around the world.
![The program includes signage and environmental graphics for Sotheby's locations around the world.](https://pentagram-production.imgix.net/f4785e54-d60a-43c3-8596-c6406338e3c0/am_sothebys_10.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The program includes signage and environmental graphics for Sotheby's locations around the world.
![Catalogue typography appears in the font Benton Sans.](https://pentagram-production.imgix.net/f4785e54-d60a-43c3-8596-c6406338e3c0/am_sothebys_06.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Catalogue typography appears in the font Benton Sans.
![Interior layouts are clean and minimal, with object images silhouetted against white.](https://pentagram-production.imgix.net/f4785e54-d60a-43c3-8596-c6406338e3c0/am_sothebys_04.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Interior layouts are clean and minimal, with object images silhouetted against white.
1 Catalogue typography appears in the font Benton Sans. 2 Interior layouts are clean and minimal, with object images silhouetted against white. 3 The catalogues are important selling tools and also function as an archive of Sotheby's auctions.
![The catalogues are important selling tools and also function as an archive of Sotheby's auctions.](https://pentagram-production.imgix.net/f4785e54-d60a-43c3-8596-c6406338e3c0/am_sothebys_05.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
The catalogues are important selling tools and also function as an archive of Sotheby's auctions.
![The magazine looks at Sotheby's activities in the context of the international art scene.](https://pentagram-production.imgix.net/f4785e54-d60a-43c3-8596-c6406338e3c0/am_sothebys_11.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
The magazine looks at Sotheby's activities in the context of the international art scene.