07 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
Our six basic elements
This design refresh also introduces an optional additional graphic element - the secondary shape . This can be used to bring legibility, balance and variety to ‘hero’ images and the front covers of marketing materials:
Our 6 brand elements form the building blocks of our visual identity and, as such, represent the foundation of all our communications. Numbers 1-5 should be used in all BDO brand-correct materials. They are: 1. Our logotype : which remains as it always has been, continuing to be sized in proportion to the materials it is placed on. 2. Our cornerstone graphic device : (in either red or white versions) which replaces the locator in all instances from now on, still works in exactly the same way to draw attention to - and strongly brand - all our materials 3. Our typography : which continues to consist of 3 standard fonts - Trebuchet for MS Office tasks & print, Proxima Nova for online work and Bliss Pro for design & print 4. Our approach to imagery : which has been expanded to include vector graphics and a new background texture 5. Our colour palette : which has been minimally updated to be more WCAG- compliant, providing greater accessibility online
6.
Our (35° or 55°) secondary shape allows for the creation of a ‘composite’ brand correct layout. You can find this described in more detail on pages 29 to 35.
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