38 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
A SUMMARY Basic elements overview
Every communication we produce must adhere to our 5 simple brand elements in order to be brand correct. The sixth basic element - our new secondary shape - can be used if desired to create composite brand correctness. Our aim in refreshing BDO’s brand elements is to evolve our existing approach so that it is better suited to creating eye- catching, animated, interactive and accessible on-screen and offline content and at the same time continuing to maximise the difference between BDO and our competitors. We have focused on ensuring that the elements can be implemented consistently across our different communications channels and across all BDO firms. The application and implementation of the basic elements is mandated across all BDO communications.
In summary: The five basic elements - logotype, cornerstone, colour palette, imagery and fonts – should be used in conjunction with appropriate words and templates in order to create all of our communication materials The optional secondary shape may be used as required, to add clarity, legibility and diversity to front cover and ‘hero’ design elements Digital templates for as many office tools and communication materials as possible have been pre-populated with the appropriate elements and made available in the Brand Centre on BDO World. The number of elements has been kept to a minimum to make them easy to manage, to simplify the process of creating new materials and to reduce the cost of purchasing Colour specifications have been calculated to ensure both flexibility and consistency of reproduction, as well as maximising our WCAG accessibility scores in online environments For all BDO web sites hosted on the global web template, the design elements are built-in
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