The rules governing the use of the BDO logotype
VISUAL IDENTITY GUIDELINES
2023 Using the BDO logo
01 BDO VISUAL IDENTITY GUIDELINES 2023 | USING THE BDO LOGO
Contents
BDO VISUAL IDENTITY GUIDELINES 2023
LOGO USAGE
X Background & introduction X The BDO brand X Our visual identity X Visual identity guidelines 2023
01 02 03
X Our Logo
1
X Colour options
2 3 4
X Positioning our logo X Minimum clear space X Merchandise and promotional items X Use on co-branded
04
5
content and collateral
6 7 8 9
X Use with sub-brands
X Sizes for typical applications
X What not to do
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Background and introduction
BDO is one of the leading global accounting and consulting organisations and is uniquely built to provide the absolute highest standards of service and a collaborative culture that values all of its relationships, internally and externally. We are known for being a distinctively different network. To protect and strengthen our brand, we must take the opportunity to project that difference whenever we present ourselves and at the same time ensure that we maintain consistently high levels of professionalism in our approach to branding, design and the production of visual materials.
Since our foundation in 1963, BDO has used a number of design and visual approaches. In recent years all our market-facing materials have been branded using the strong red, linear frame and 35° angle that are the most memorable and recognisable parts of our logo. In the late 1990s, we employed what became known as the Hockey stick - a use of the logo frame, positioned to the left and top of printed materials. The rebranding exercise in 2010 broke the hockey stick into two and made each part wider, lining them up vertically to create the Locator , which was used to focus on key content or imagery.
With these new Design Guidelines, we are evolving the Locator into an even bolder, stronger and clearer brand element: the Cornerstone . The Cornerstone sees our strong red line grow wider and stronger with a focus on the 35° element, which - because of its new size and weight - has moved to ‘live behind’ the logo. The objective of this refreshed visual identity guidance is to maximise the consistency of our visual executions across all BDO firms and in all media. It outlines the changes, updates and new elements being introduced in 2023, describing and codifying their usage so that
our visual impact is enhanced and strengthened worldwide.
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The BDO brand
To protect and strengthen our brand, we must ensure its consistent representation across the world through the proper application of our refreshed visual identity. BDO’s clearly stated purpose is our WHY: People helping people achieve their dreams. Our WHY is our fundamental reason for being and it shapes how we support our people and our communities, as well as how we work with our clients in a world of change. Our brand defines that distinctive positioning.
The overarching principle of how we express our brand visually is rooted in what BDO stands for: X WHY we exist: We are people helping people X WHAT we do: We help people, our clients and the world to be fit for a successful future X WHERE we have impact: Our stakeholders feel value and understood. We listen to them, we treat them as individuals and we create ideas that deliver value, ensuring easy and effective relationships.
It is vitally important that our visual expression is aligned to our brand ambition and that the representation of BDO in all our communications, both online and in print, communicates a compelling and differentiating point of view, reflecting how our clients are at the centre of everything we do. In these refreshed visual identity guidelines we combine exceptional, beautiful and uncluttered design work that, when combined with relevant content and clear writing, expresses who we are and want to be, creating a comprehensive picture of what we stand for and how we work. Our visual identity should always be applied sophisticatedly and elegantly to achieve professional results and be as comfortable in digital media as in print.
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GLOBAL CONSISTENCY Our guideline documents
These guidelines describe in detail how our brand and visual identity can be used to maximise the consistency of our brand across the world. Each of our previous guideline chapters has been updated for 2023 - and some new chapters have been included as well.
BRAND GUIDELINES
VISUAL IDENTITY GUIDELINES
THE BDO BRAND CENTRE The BDO Brand Centre on BDO World, our global intranet, hosts all our brand assets It contains all the tools, templates and guidelines our firms require to implement the visual identity. It is accessible to everyone in BDO. The templates, artwork and reference files relevant to this guidance chapter are listed at the back of this document and can be downloaded directly from the BDO Brand Centre.
The guidance in our Brand Architecture chapter is now clearer than ever before. At BDO we operate a Masterbrand approach which means we must manage all our sub brands carefully and above all never create any visuals or text that are in competition with the primary BDO logo. The Tone of voice guidelines and the How to talk about our brand compilation of BDO-focused messaging and evidence explain how to apply a consistent voice that reflects our attitude and our personality. These two documents help everyone throughout our global organisation to articulate what our brand stands for and to tell our brand story in the most compelling and relevant way. An added bonus is that they help our clients to see that we are ONE BDO.
We have a refreshed Colour palette although our focus on the colour red remains undimmed. Our brightened logo continues to play an important role and our bold sans serif fonts continue to be differentiators for BDO within the professional services environment. Our newest brand element, the Cornerstone, is an evolution of the strong, red graphic device that has always been the most compelling visual feature of our visual identity. It is a fresh echo of our logo and a modern use of its frame.
Our imagery is of paramount importance and a vibrant new approach to the use of photography has enormously increased our visual impact. For the first time, we have been able to create a ‘starter’ imagery library that is accessible by all BDO firms, populated with distinctive, appropriate, beautiful and ownable images - including an icon gallery. As always, the Imagery guidelines also contain a full brief on how to achieve alignment with these images when our firms are sourcing or commissioning their own imagery.
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THE FULL LIST Brand and visual identity guidelines 2023
BRAND GUIDELINES
VISUAL IDENTITY GUIDELINES
BRAND ARCHITECTURE
BASIC ELEMENTS
IMAGERY
USING THE LOGO
LITERATURE
VIDEO & ANIMATION
VISUAL IDENTITY GUIDELINES
Imagery
SUMMER 2023
...coming soon
Our brand is the most enduring asset we possess: it’s vital that it clearly demonstrates what we stand for
An overview of the core elements of the BDO brand
How to use imagery appropriately and credibly as a powerful branding tool
In-depth guidance around the correct use of our logo
Combining our basic elements with appropriate copy to create beautiful, uncluttered design
Making the best use of our brand elements in video, motion graphics and animation
TONE OF VOICE
SOCIAL MEDIA
STATIONERY
SIGNAGE
MOBILE APPS
DIGITAL ACCESSIBILITY
VISUAL IDENTITY GUIDELINES
Social Media design guideline BEST PRACTICE GUIDELINES
...coming soon
SUMMER 2023
Language is an integral part of the overall BDO brand experience, so our tone of voice needs to be applied consistently
How to design branded content for all social media platforms
Every piece of BDO communication carries a piece of our brand story: stationery is no exception
BDO signage that stands out from the crowd and aligns with our visual identity
How to navigate the digital space to ensure a clear representation of the BDO brand for
BDO is fully committed to promoting accessibility in all our digital content
1 BDO VISUAL IDENTITY GUIDELINES 2023 | USING THE BDO LOGO
INTRODUCTION Our Logo
Our logo is a visual shorthand for everything we do and stand for and, as such, is one of our most important assets. It consists of distinctive blue BDO initials located within the red BDO frame.
The 2023 visual identity refresh introduces the cornerstone brand element which serves as a background and complement to the logo on our designed marketing collateral, such as brochures, advertisements, event display stands and presentations. It is important to note that in some situations, such as stationery, sponsorships and signage, it remains more appropriate for the logo to stand alone, rather than within the cornerstone. Our primary logo is created using two colours, BDO blue and BDO red. This combination - in particular our ‘ownership’ of red - is one of the most distinctive properties of our visual identity. This version is to be used in the majority of applications.
Many applications within the visual identity have been designed to ensure the full two colour version of the BDO logo is used. To ensure consistency of reproduction across the network, always use the correct artwork and follow the relevant colour specifications carefully.
NB: in order to maximise our WCAG online accessibility scores, the specifications for BDO red have been slightly altered since the previous visual identity.
Red
Logo Blue
NB: BDO Logo Blue is NEVER used for any purpose other than in our logo
C0, M100, Y80, K0 PMS 185 R232, G26, B59 #e81a3b
C100, M90, Y0, K0 PMS 287 R34, G64, B154 #22409a
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Colour options
It is permissible to reproduce the BDO logo in all-white or, in limited circumstances, in solid black.
WHITE LOGO
In instances where a monochrome logo needs to appear within a cornerstone, it would be permissable to use either a black logo or a black cornerstone, although the ‘black logo’ option is preferred, for example; MONOCHROME EXCEPTIONS
In instances where the BDO logo needs to sit within a group of logos (for example among a group of event sponsors), the BDO logo—not the cornerstone—should be used as the representative of our brand.
The white logo can be used when colour is either not available (embroidered applications), or when the background colour prevents the primary two colour logo from being used effectively. It may also be more sympathetic in some signage applications, as well as digital media. Where it is appropriate to use BDO Red as a background colour, the white logo is also permissible, as when paired with the cornerstone. The black logo is only appropriate for single colour applications where the two colour logo cannot be reproduced, for example monochrome advertising (i.e. newspaper), or in-office printing where only black is available. When the logo is placed on top of imagery, care should be taken to maintain adequate contrast and respect the ‘B’ clear space around the logo (see following page). To ensure consistency of reproduction across the network always use the correct artwork. The use of a two-tone logo (black and grey) is not permissible. These applications should be viewed as exceptions and considered carefully before implementation.
PREFERRED
ACCEPTABLE
MONOCHROME ADVERTISMENT
MONOCHROME ADVERTISMENT
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Positioning our logo
To ensure that our logo is used in a consistent and disciplined way across all applications, it should only ever be positioned either top left or bottom right within the available space. This rule applies equally when the cornerstone is used, which incorporates the logo See Basic elements guidelines for more details The examples illustrate how the simple system works.
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Minimum clear space
To ensure the BDO logo is clearly legible and to maintain its integrity, it must always appear with a minimum clear space separating it from other visual elements. This rule applies to all sizes of reproduction and has been calculated using the ‘B’ of our logo, as shown in the example.
Note that the ‘width of the B’ has been amended in this edition of the guidelines to exclude the serif so that the ‘exclusion zone distance’ is equal across all four sides of the logo
excluded
included
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Merchandise and promotional items
Depending on the recipient or event, giveaways and promotional items can vary widely in design, but should always be of a high level of quality as they are a reflection of the BDO Brand. The examples shown illustrate some of the range of design possibilities within the parameters of the guidelines and are intended as suggestions only. When commissioning the design and manufacture of these items please ensure that: X The BDO logo is displayed prominently X BDO red is used prominently but judiciously, as an accent X Any additional messaging is displayed using Bliss Pro or Trebuchet typefaces X Priority should be given to items that are made of red, white, charcoal or naturally coloured materials. Do not order items in blue X Where space allows, and it is sympathetic to the item, it is permissable to include the cornerstone along with the logo
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Use on co-branded content and collateral
For all co-branded content, it is important to consider which organisation is the content owner, and which organisation is the supporting sponsor. In all circumstances where BDO is the content owner, the BDO master brand principles apply and the supporting sponsor’s logo should be placed in such a way that it does not compete with the BDO logo. The BDO logo should occupy at least the same amount of space as any other logos. It should also maintain its preferred positioning in the top left or bottom right corner. Where BDO is the supporting sponsor, care should be taken to maintain the minimum ‘B’ space around the logo. Note that the logo cannot be altered in any way to align with the content owner’s brand. On promotional items and clothing the BDO logo should preferably appear in a separate location from the other logo. If specific circumstances dictate that they need to be placed in closer proximity, the mimimum B space should always be respected.
BDO AS THE CONTENT OWNER
BDO AS A SUPPORTING SPONSOR
BDO LOGO HEIGHT
BDO LOGO WIDTH
OTHER LOGO HEIGHT
OTHER LOGO WIDTH
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Use with sub-brands
Sub brands cannot deploy sub brand logos or ‘quasi-logos’ that compete with the BDO logo. Our logo is the ‘hero’ and must be used in isolation from any other graphic element or text, other than the complementary cornerstone.
The only exception is the inclusion of the country name on firm web sites, as it is necessary in that context for visitors to the site to confirm which BDO firm’s web site they are visiting. Exceptions also exist for the web sites of specific BDO entities as approved by the Global Office: for example, BDO Digital, BDO Cyber Security etc. When an approved entity employs BDO LOGO + entity name on a web site, the ‘B’
Fig 1
Fig 4
UNACCEPTABLE PRACTICES: X Preceding the sub brand name with the BDO logo , i.e.
[name] is
not allowed (Fig.1 ). X Altering the sub brand name in appearance by varying case or deleting spaces to form a quasi-logo (Fig.2): see also, Naming exceptions from the Brand Architecture Guidelines X Creating an adulterated logo – where the BDO logo and the sub brand name appear on 2 separate lines (Fig.3) – where an additional graphic / word mark is appended to the logo (Fig.4) X Owning a BDO colour other than red, white or charcoal (Fig.5) X Using any font other than our corporate fonts (Fig.6)
space between the logo and entity name still applies. NB this combination of the logo with a specific BDO entity name can only be used on web sites: it should never be used in any other execution.
Fig 5
Fig 2
Fig 3
Fig 6
8 BDO VISUAL IDENTITY GUIDELINES 2023 | USING THE BDO LOGO
Sizes for typical applications
To ensure consistency and clarity across all BDO communications, pre- defined logo sizes (and associated cornerstone sizes) have been calculated for most applications. Please use this table as a guide.
Print sizes (general rules) for marketing materials Any sizes where the shortest edge is under 139mm
Print sizes
Print sizes (US) Business cards
Border width
Logo width
7mm or 0.28 inches
DL, A6, A7, business cards
20mm (minimum logo size) or 0.78 inches
10mm or 0.4 inches
Any sizes where the shortest edge is between 139mm to 279mm Any sizes where the shortest edge is between 279mm to 420mm Any sizes where the shortest edge is between 420mm to 538mm Any sizes where the shortest edge is between 538mm to 841mm Any sizes where the shortest edge is between 841mm to 1189mm
A5, A4
ANSI A, Half letter, letter, legal
27mm or 1 inch
A3 A2 A1 A0
ANSI B, Ledger, tabloid 14mm or 0.55 inches
37mm or 1.45 inches 52mm or 2 inches 74mm or 3 inches 105mm or 4 inches
ANSI C 20mm or 0.79 inches ANSI D 28mm or 1.1 inches ANSI E 40mm or 1.6 inches
Exhibit sizes
Dimensions
Logo width
Exhibition displays come in various sizes and the logo width can be calculated as 1/8th of the shortest edge. In certain circumstances a width of 2/8ths is permitted. Pop up banner display
800x2000mm 200mm (2/8ths width of the shortest edge)
3x3 straight display
2650x2225mm
278mm (1/8th width of the shortest edge)
Online sizes BDO Website
Dimensions responsive 1200 pixels
Logo width 97 pixels 200 pixels
Social media card
Full banner Leader board
468x60 pixels For web banners the clear space rule determines the size of the logo; the minimum size of the BDO logo is 40 pixels wide. Please see relevant section for more details. 728x90 pixels 160x600 pixels
Skyscraper
Square button
125x125 pixels 120x90 pixels 120x60 pixels
Button 1 Button 2
9 BDO VISUAL IDENTITY GUIDELINES 2023 | USING THE BDO LOGO
What not to do
X Do not use any logo artwork files other than those provided in the Brand Centre on BDO World or for vendors or sponsorhips, provided by your BDO contact. X Do not attach office or country names or service line descriptors to the logo. The only exception to this are the web site identifiers where the country or entity name is necessary to distinguish between firms. See Brand Architecture Guidelines for more information. X Do not redraw the logo for any application or change the logo in any way X The cornerstone is an additional brand element to complement the BDO logo on designed collateral: it should not be seen as an additional or alternative logo. In applications such as sponsorships, stationery and signage, it remains more appropriate for the logo to stand alone without the cornerstone. X Do not re-colour the logo or use different colour specifications X Do not stretch or distort the artwork X Do not apply shadows or other visual effects to the logo
FOR MORE INFORMATION CONTACT
BDO INTERNAL USE ONLY. ‘BDO’, ‘we’, ‘us’, and ‘our’ refer to one or more of BDO International Limited, its network of independent member firms (‘the BDO network’), and their related entities. The BDO network is an international network of independent public accounting, tax and advisory firms which are members of BDO International Limited and perform professional services under the name and style of BDO (hereafter: ‘BDO Member Firms’). BDO International Limited is a UK company limited by guarantee. It is the governing entity of the BDO network. Service provision within the BDO network is coordinated by Brussels Worldwide Services BV, a limited liability company incorporated in Belgium. Each of BDO International Limited, Brussels Worldwide Services BV and the BDO Member Firms is a separate legal entity and has no liability for another entity’s acts or omissions. Nothing in the arrangements or rules of the BDO network shall constitute or imply an agency relationship or a partnership between BDO International Limited, Brussels Worldwide Services BV and/or the BDO Member Firms. Neither BDO International Limited nor any other central entities of the BDO network provide services to clients. BDO is the brand name for the BDO network and for each of the BDO Member Firms. © Brussels Worldwide Services BV May 2023
marcomms@bdo.global
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