29 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
AN INTRODUCTION TO COMPOSITE BRAND CORRECTNESS Our Secondary shape
The cornerstone has inherited the majority of the rules that applied to the locator, but it lacks the locator’s ability to move and refocus the viewer’s attention. For this reason we have introuced an - entirely optional - ‘secondary shape’ which can be used alongside the cornerstone to create a ‘ composite brand correct ’ choice for designers. Secondary shapes can be used for a number of reasons: X As a purely aesthetic choice to reframe the image X As a means of drawing attention towards (or distracting from) a particular area of an image (in much the same way as the locator did) X To make overlying text more legible X As a method for highlighting additional information
SIMPLE BRAND CORRECT
COMPOSITE BRAND CORRECT
However, a secondary shape (that follows the guidance on the following pages) can be introduced, creating a composite layout...
To illustrate how the secondary shape can be used, the example below uses the cornerstone correctly and can be considered as meeting all the criteria of ‘simple brand correct’
...to reframe the image
...to redirect focus
...to make text more legible
...to highlight secondary information
Any work created this way is absolutely complete and nothing else needs to be added
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