04 BDO VISUAL IDENTITY GUIDELINES 2023 | USING THE BDO LOGO
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.
Made with FlippingBook HTML5