A corporate visual identity guideline (CVI) document giving guidance on the use of the IDEAS | PEOPLE | TRUST positioning statement for the BDO UK firm
VISUAL IDENTITY GUIDELINES
BDO entities
BEST PRACTICE GUIDELINES 2023
01 BDO VISUAL IDENTITY GUIDELINES 2023 | ENTITIES
MAIN PAGE SUBTITLE Contents
X A fresh approach to our brand X Formatting with the logo
X Position and colour X Formatting the font X Formatting the pipe
02 BDO VISUAL IDENTITY GUIDELINES 2023 | ENTITIES
BDO ENTITIES A fresh approach to our brand
The BDO brand is the most enduring asset we possess and it’s vital that it clearly demonstrates what we stand for. BDO has invested in a Masterbrand approach which ensures that our brand architecture reflects our strategic objectives and includes a managed approach to sub brand naming and design. Some member firms have a marketing tagline which these rules relate to. These include: X BDO DIGITAL GmbH X BDO CYBER SECURITY GmbH X BDO LEGAL Rechtsanwaltsgesellschaft X BDO IDEAS | PEOPLE | TRUST
03 BDO VISUAL IDENTITY GUIDELINES 2023 | ENTITIES
Constructing the brand statement artwork
SIZING The size of the brand statement is determined by the half height of the BDO logotype within the cornerstone. This is measured by the height of the pipe within the brand statement.
As the pipes sit below the baseline when rendered as text, the entire text is converted to outlines in order to balance it. This balancing is achieved by ungrouping all, grouping individual words (“IDEAS”, “PEOPLE”, “TRUST”) and vertically aligning the grouped words and the pipes. FONT FORMATTING To create the initial brand statement artwork, the text is typed in Bliss Pro Light 18pt and the pipes typed in Bliss Pro Regular 15pt . Double spaces are inserted before and after each pipe.
Typed text (Bliss Pro)
Outlined text and pipes, vertically aligned
PLACEMENT & ALIGNMENT As the cornerstone always sits in the top-left or bottom-right corner, the brand statement can be placed in any corner opposite or across from it – never next to it or in the same corner. When it comes to correctly positioning the brand statement, it must be aligned to the page margin alongside the top or bottom edge of the IPT wording (when placed at the top or bottom edge of the page respectively), not the pipes.
FINAL CONSTRUCTION DETAIL
Double space
Double space
Double space
Double space
Text Bliss Pro Light 18pt
Pipe Bliss Pro Regular 15pt
Text Bliss Pro Light 18pt
Pipe Bliss Pro Regular 15pt
Text Bliss Pro Light 18pt
04 BDO VISUAL IDENTITY GUIDELINES 2023 | ENTITIES
SIZE RELATION TO THE BDO LOGO A fresh approach to our brand
SIZE In normal use, the tagline should be half the height of the logo when the two elements appear on the same page (e.g. cover pages). On an A4 report when the logo has a width of 27mm , the text is 18 point.
POSITIONING RELATIVE TO LOGO If the statement needs to appear in close association with the logo it should observe the standard “clear space’, an exclusion zone equal to the width of the ‘B’ in the logo, at a minimum.
O
Clear space equal to the width of one ‘B’ on all sides
S S DIGITAL DIGITAL
S O
06 BDO VISUAL IDENTITY GUIDELINES 2023 | ENTITIES
Position and colour POSITIONING RELATIVE TO PAGE
BRAND CORRECT
USING THE TAGLINE AND THE CORNERSTONE The cornerstone may never be resized to accommodate additional content. X Only the BDO logo may appear in the cornerstone. X The size of the cornerstone and logo is dictated by the size of the material on which it appears The Corporate Visual Identity rule - that the BDO logo can only ever appear ‘top left’ or ‘bottom right’ - still applies in all instances. BDO PALETTE You should use either charcoal or white for the tagline. Usually, if using the full colour logo the charcoal tagline should be used, and if using the white logo the white tagline will be used. However this is flexible as legibility is the main factor when deciding which to use. Consider the colour of the background or photograph and choose a colour that conforms to or contrasts with the background. The key factor will always be legibility.
07 BDO VISUAL IDENTITY GUIDELINES 2023 | ENTITIES
Examples
NOT ACCEPTABLE
POSITION X The Corporate Visual Identity rule - that the BDO logo can only ever appear ‘top left’ or ‘bottom right’ - still applies in all instances. X The tagline must appear independently of the logo in any of the other three corners.
Entity is not stacked in the cornerstone
Text colour og tagline is always white or charchoal
Only the logo sits within the cornerstone
Position of the tagline must be in a corner and not have block background colour
Position of the tagline must be in a corner
Only the logo sits within the cornerstone
08 BDO VISUAL IDENTITY GUIDELINES 2023 | ENTITIES
DESIGN TEAM GUIDANCE Formatting the font
Double space
Double space
Double space
Double space
The tagline can be created in any of our three BDO house fonts. X Bliss Pro (for graphics team designed materials) X Trebuchet (for MS Office materials) X Proxima Nova (for online; website / social media purposes) The spacing requirements for each font is slightly different (see right). Note particularly that Bliss Pro requires a double space between the words and the pipes.
BLISS PRO LIGHT
Text Bliss Pro Light 18pt
Pipe Bliss Pro Regular 15pt
Text Bliss Pro Light 18pt
Pipe Bliss Pro Regular 15pt
Text Bliss Pro Light 18pt
Single space
Single space
Single space
Single space
TREBUCHET REGULAR
IDEAS | PEOPLE | TRUST
Text
Pipe
Text
Pipe
Text
Single space
Single space
PROXIMA NOVA REGULAR
IDEAS | PEOPLE | TRUST
Text
Pipe
Text
Pipe
Text
09 BDO VISUAL IDENTITY GUIDELINES 2023 | ENTITIES
DESIGN TEAM GUIDANCE Formatting the pipe
BLISS PRO LIGHT If you’re creating the tagline in live text you should leave the pipe exactly as rendered by the font in both Trebuchet and Proxima Nova. When creating the statement in Bliss Pro, the pipe sits awkwardly low on the baseline and should be raised slightly.
IDEAS | PEOPLE | TRUST
By default, more of the pipe character sits below the baseline than above, which looks unbalanced.
Correct this imbalance by slightly reducing the font size of the pipe, raising its baseline, and (if necessary) using a slightly bolder weight.
Never reduce the size of the pipe to the point where it could be confused for a capital letter ‘I’.
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