08 BDO BRAND AND VISUAL IDENTITY GUIDELINES 2023 | BASIC ELEMENTS
THE ELEMENTS THAT UNDERPIN OUR BRAND Applying the six basic elements
Elements 1-5 should be applied at all times to create materials that are simple brand correct .
The inclusion of Element 6, the optional ‘secondary shape’, will generate materials that can be described as composite brand correct
You should gain a strong understanding of each one from this document but, in most cases, a much fuller explanation and description can be gained by looking at the BDO guideline chapters specific to each of these elements (see the full list on page 05).
SIMPLE BRAND CORRECT
COMPOSITE BRAND CORRECT
1. LOGOTYPE
2. CORNERSTONE
3. TYPOGRAPHY Trebuchet Proxima Nova Bliss Pro
4. COLOUR PALETTES
5. APPROACH TO IMAGERY
6. OPTIONAL SECONDARY SHAPE
PRIMARY
Red
Charcoal
Pale Charcoal
Burgundy
Slate
White on a dark background
Red on a pale background
SECONDARY
Ocean
Gold
Jade
...see page 09 for more
...see page 10 for more
...see page 16 for more
...see page 21 for more
...see page 27 for more
...see page 29 for more
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