34 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
A GUIDE TO USAGE (CONTINUED) Our Secondary shape
Please note that - in most instances - if you’re not confident that you can fit a secondary shape into your design, your best choice will usually be to leave it out completely
RULE 9. EXCEPTIONS TO THE RULES There are a small number of instances where the preceding eight rules may be flexed in ackn owledgment of space restrictions : online banners, adverts and social media posts
ONLINE BANNER ADVERTS Very tall, thin ‘skyscraper’ (as well as short, wide ‘letterbox’) online banners can employ the secondary shape more freely - to highlight and emphasise content - and should use logos (rather than cropping or compromising the cornerstone) where necessary.
ADVERTS When producing advertising we do not always have complete control of the media, print quality and mechancial spaces in which they are displayed. So a secondary shape (with a maximum of 4 corners) may be used to ensure that our content is always displayed as effectively, boldly and clearly as possible.
SOCIAL MEDIA The nature of social media means that it is sometimes necessary to convey a lot of information in a very restricted space. As such, the secondary shape can again be used more freely (with a maximum of 4 corners) and logos (rather than cornerstones) are acceptable.
It is acceptable to create social media posts that are simple brand correct (ie employing just an image, some text and a cornerstone)...
...but, if desired, a secondary shape can be added that ignores rule 5 in order to highlight text and bring more clarity
This is the ideal online banner advert format. It is wide (and tall) enough to allow the correct use of all brand elements
This is the minimum width (40px) for a cornerstone. The optional secondary shape has been omitted
At exremely narrow sizes, the secondary shape can ignore rule 5 and be used with multiple corners
It is never acceptable for the cornerstone to be cropped. In these situations always revert to a logo
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