02 BDO VISUAL IDENTITY GUIDELINES 2023 | USING THE BDO LOGO
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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