37 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
What not to do
OUR COLOUR PALETTE
OUR APPROACH TO IMAGERY
OUR SECONDARY SHAPE
X Avoid using more than one additional secondary colour within one design X Do not use colours from the secondary palette in the same ratio. The primary BDO colours should be dominant throughout. X Tints of Red & Burgundy may never be used X No tints may be used for secondary shapes on front covers. X Any value of transparency may be used for secondary shapes on front covers.
X Do not alter the specifications of any colours in the palette X Do not introduce new colours into the palette X Do not allow the use of any secondary colours to overwhelm our primary palette colours X Do not continue to use colours from the previous visual identity X Do not use any of the three secondary colours as the primary colour
X Do not source imagery from unknown or unattributed imagery libraries X Do not use silhouetted images X Avoid images where the subject
X Do not use any triangular shape (or diagonal line) that is anything other than 35° or 55° X Do not use more than one secondary shape X Do not place the secondary shape in the same corner as the cornerstone X Always keep all three corners of
has direct eye-contact with the camera and is looking straight into it
X Avoid overly staged images X Do not use ‘cheesy’ conceptual images X Do not use photos with images overlaid X Avoid 3D illustrations and heavily edited imagery X Only use images of children or of alcohol on exceptional occasions
the secondary shape ‘on the page’, even if one of them is obscured by the cornerstone
Made with FlippingBook HTML5