25 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
Using our colour palette OWNING THE COLOUR RED
Many world class brands aim to ‘own’ a colour within their sectors. This ownership helps their brands to become instantly identifiable and creates difference between them and their competitors. Our perceived ownership of red is not new. We know that our competitors do not use red prominently in order to avoid being confused with BDO.
All of the materials we produce should emphasise our confident ownership of red. The overall impression given by our communications should be red and white first, augmented by the other colours in our palette as and when appropriate. Red should be used confidently but never become too dominant or overpowering.
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