03 BDO VISUAL IDENTITY GUIDELINES 2023 | USING THE BDO LOGO
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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