SOMO — Sotheby’s Motorsport

Art Direction / Print Design / Visual Identity

LevelUp was engaged to evolve SOMO’s visual identity into a system that feels sleek, confident, and unmistakably forward-thinking—one that reflects both the prestige of Sotheby’s and the adrenaline of motorsport.

At the core of the refresh is a newly streamlined wordmark. Low, elongated, and purposefully engineered, the mark evokes motion and precision—feeling sharp, fast, and powerful even at rest. Its proportions nod to performance vehicles and racing typography, reinforcing SOMO’s connection to speed and craftsmanship.

The expanded color palette introduces a bold, energetic orange layered over a refined base of racing green and gold. Supporting tonal variations allows the brand to shift seamlessly between moments of authority, excitement, and accessibility—mirroring the dynamic nature of live auctions and digital engagement.

To bring the system together, the style guide was designed with inspiration drawn from vintage driving manuals—clear, utilitarian, and built for action. This approach prioritizes clarity and function while honoring motorsport heritage. The identity extends into a flexible layout system that leverages the physicality of the wordmark, strong color blocking, and confident composition to frame logos, imagery, and key information across digital and print touchpoints.

The result is a visual foundation that feels premium yet modern, performance-driven yet approachable—positioning SOMO as the future of automotive auctions.