32 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
A GUIDE TO USAGE (CONTINUED) Our Secondary shape
RULE 4. THE SECONDARY SHAPE IS NEVER AN IMAGE Backgrounds can be images or solid colours. On top of the background sits the title and subtitle text, the cornerstone and - optionally - a colour-filled secondary shape. The secondary shape may never be an image holder.
RULE 5. THE SECONDARY SHAPE MAY ONLY HAVE THREE CORNERS Because it can be used in a variety of different ways, care should be taken that the cornerstone never grows so large that it ‘bleeds off the page’ and becomes a 4-cornered shape. It must always be a recognisable triangle.
RULE 6. THE SECONDARY SHAPE CAN BE USED TO HOLD ADDITIONAL INFORMATION Perhaps one of the most useful tasks a secondary shape can perform is to hold, highlight and draw attention to ‘additional’ information. For example, in situations where firms have approved positioning statements (eg IDEAS | PEOPLE | TRUST), or approved legal entities (eg BDO LEGAL, BDO DIGITAL or BDO CYBER SECURITY) this textual content can now be placed within a secondary shape to draw attention to it...
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...although it is key that the secondary shape never visually overwhelms or overpowers the cornerstone - our branding must always remain clearly the dominant visual element.
NB. This is not mandatory: additional textual content can also appear on covers without a secondary shape: please see the Brand architecture guidelines for further clarification
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