15 BRAND & VISUAL IDENTITY GUIDELINES | IMAGERY
Vector-based visuals ICONOGRAPHY
An idea that is well expressed in a few words can feel efficient and refined. The same concept can be applied to visual elements, especially when working on a small canvas. In BDO, we aim to use the right amount of detail for our icons and not to use more icons than we need. Icons should be flat, modern and simple. For icon styling, there should be a strong balance between outlined and filled elements to depict a harmonious visual presence. When using icons for materials that fall under the same project, it’s important to consider parameters such as colour usage, size and shape to build consistency. For accessibility and consistency purposes, icons should have universal line weights that are not too thick or too thin, so that visuals are still legible when scaling is needed across different mediums such as print, mobile and desktop screens. Because of this, it is recommended that clean and simple icons be used rather than icons with finer details. Superfluous lines can make an icon busier and harder to read. Important guidance for the development and use of icons:
X Single or dual colour usage is recommended for icons, with a preference for colours in the primary palette. Use red, burgundy or one of our secondary colours to emphasise a standout element of the icon that reinforces your content.
X When placing icons over a background image or a solid shape, icons should be white or in a brand colour that shows enough contrast between both elements.
X When icons are layered inside another visual element or a shape, such as a circle or a square, there should be enough space between the icon and the shape to show a comfortable boundary. Icons that are overly scaled can look too compact or busy. Icons should also feel balanced and aligned within the space they share.
X For visuals that are used frequently (laptop, magnifying glass, currency symbol, thought bubble, etc.) it is important to use the same elements for consistency across all BDO materials.
X When developing new icons or modifying existing ones, build them at a 100x100 pixel size and set the outlined elements to have a stroke weight of 2.5 points to ensure consistency across all elements.
Visit our BDO Icon Gallery for a collection of preapproved icons available for global use. Please see link and access details in the Brand Centre on BDO World .
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