30 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
A GUIDE TO USAGE Our Secondary shape
The secondary shape should be used thoughtfully and with great care. The secondary shape isn’t a branding device (that’s the job of the cornerstone), but it does have the potential to appear in very prominent positions (on front covers, social media cards, event banners etc) and so should be used with discretion, good taste and an eye for balance and proportion The 8 rules on the following pages governing the use of the secondary shape must be adhered to in every instance when a secondary shape is used to enhance a front cover or other execution. And remember, its use is entirely optional: if in doubt, leave it out.
The secondary shape (just like the cornerstone) is based on the 35° angle in our logo. But, unlike the cornerstone, a secondary shape may be created by rotating the triangular shape along either axis...
...meaning there are therefore eight acceptable secondary shapes, which are: 35° OPTIONS
1
4
2
3
35°
Please note: In order to ensure that everyone uses secondary shapes that are exactly 35° or 55° , we have created a series of image files (available from the BDO Brand Centre on BDO World) for non-designers to use in their work X SVG and PNG formats will be ideal for non-designers to use in PowerPoint X EPS files are also available for designers to use
55° OPTIONS
6
7
55°
5
8
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