33 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
A GUIDE TO USAGE (CONTINUED) Our Secondary shape
RULE 7. THE SECONDARY SHAPE CAN EMPLOY ANY LEVEL OF TRANPARENCY Semi transparency will usually work best, but solid secondary shapes can look very effective. If the secondary shape is a solid colour, care should be taken not to overwhelm the other design and brand elements
RULE 8. THE SECONDARY SHAPE SHOULD IDEALLY BE ONE OF THE PRIMARY PALETTE COLOURS It is not forbidden to use a secondary palette colour. However, this should only be done sparingly, and only when entirely suitable
...while a busy, multi-tonal or dark area of an image might be made suitable for headline text by adding a white secondary shape
Secondary shapes can work best when the image they overlay is already very graphic and angular...
For example an ESG or environmental message might be better conveyed with a Jade secondary shape...
...in these instances the secondary shape is almost becoming a part of the image, something solid that the subject of the image is standing behind...
...or even something that mirrors and reflects shapes within the image itself.
semi-transparent example
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