BMJ Group brand guidelines

For use on our corporate website and marketing materials and communications at Group-level.

Brand guidelines Creating consistent communication and cultivating a cohesive brand identity across the Group

Why we need guidelines

Why do we need guidelines? At BMJ Group, our brand is one of our most valuable assets. It embodies the trust, credibility, and inclusivity we assert as a values-driven organisation. These guidelines provide clear, non-negotiable standards that define how we present ourselves to the world – from our logo and tone of voice to how we communicate our vision of helping to create a healthier world. They are not guidelines open to interpretation – they are definitive principles that reflect who we are and what we stand for.

Paying close attention to these guidelines is an essential part of everyone’s role because they ultimately uphold the integrity of our identity across every touchpoint. Your regular use of them will have a positive impact: • provide consistency across our product portfolio toward a more unified, professional, and impactful presence • remove the risk of confusion, both internally and externally • erase any erosion of trust or decreased customer confidence • prevent a diluted identity that ultimately undermines our vision of helping to create a healthier world These guidelines are a collaborative work in progress and will evolve annually with new examples and updated guidance.

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Mission, vision & values

Our mission with vision BMJ Group is a global healthcare knowledge provider with a vision for a healthier world. We share knowledge and expertise to improve health outcomes. What we do Through our three key areas—publishing and events, careers and learning, and digital health—we empower health professionals, researchers, and institutions to make evidence-based decisions that enhance patient outcomes and strengthen health systems worldwide. bmjgroup.com

Our purpose Improving health outcomes worldwide.

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Mission, vision & values

Our values

Evidence-based The best decisions depend on the best evidence.

Independent, courageous and unbiased Improving healthcare requires independent and unbiased information, even if this means challenging perceived wisdom.

Proud of our people Our people are motivated to achieve our vision. We develop talent and celebrate success.

Patient-centred and customer-focused Patients, customers and users are at the heart of everything we do.

Transparent and open We create trust by being transparent and open.

Our values give us the focus and direction to bring about our vision for a healthier world by sharing knowledge and expertise to help health professionals improve healthcare outcomes.

Values-driven purpose statement BMJ Group is a values-driven organisation with a vision for a healthier world. We believe the best decisions depend on the best evidence. By providing the most credible and trusted tools and information, we help health professionals make better decisions and build stronger health systems. Our independent, unbiased approach drives transparency and openness, always putting patients, customers, and users at the heart of everything we do.

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Brand architecture

Brand architecture Our brand architecture is designed to clarify our range of products and services and to illustrate their relationships within the broader BMJ Group. Follow naming and logo guidelines We avoid creating new brands for individual products. Instead, we use the BMJ prefix where appropriate, adhering to a standardised logo design protocol managed by the UX team. This approach helps maintain consistency, sets clear customer expectations, and adds value to our products and services. Restrict sub-brand straplines To maintain the integrity of the overall Group brand, we do not allow sub-brands to have their own straplines that are locked to the logo. This ensures that the majority of sub-brands align visually and conceptually with the BMJ Group brand. Exclude internal department logos We do not create logos for internal departments, maintaining a clear distinction between public-facing products and services and internal branding. Requesting logos Logos are produced on a case-by-case basis. A firm rule is in place: no one should create their own logos. While some flexibility is allowed, all logos must remain consistent with the overall brand guidelines set out in this document.

BMJ Group

Lines of business

Publishing and Events

Careers and Learning

Digital Health

BMJ Journals (collective core brand) BMJ Impact Analytics BMJ Where Is My Paper

BMJ Learning BMJ Portfolio BMJ Careers

BMJ Best Practice BMJ Clinical Intelligence

BMJ Health Careers BMJ Course Finder BMJ OnExam

BMJ branded sub brands

BMJ Leader Live BMJ Future Health

International Forum Research to Publication

Non BMJ-branded sub brands

Sub brands with generic product examples

BMJ OnExamination MRCGP (text only, only core logo used)

BMJ Best Practice Patient Information (text only, only core logo used)

Research to Publication (endorsed by BMJ Group / UCSF) Gut, Heart, Thorax (standalone logo) (endorsed by BMJ Group)

Endorsed product examples

The BMJ Student BMJ

BMJ Medicine BMJ Opinion

PACES (powered by SIM Converse) Diabetes course (endorsed by BMJ Group, RCP, Fortis etc)

The BMJ (family) portfolio (separate logo treatment)

Journals portfolio (series)

BMJ Connections [specialty]

BMJ Case Reports BMJ Quality & Safety BMJ Leader

BMJ Open BMJ Supportive & Palliative Care

Interface text

Events (unbranded stand alone logos, separate treatment)

International Forum on Quality & Safety

BMJ Research Forum BMJ Leader Live

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Logo use

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Logo use

Logo guidance

Full colour BMJ Group logos

Full colour product logos (examples)

When using our logotypes please use our official files only, and adhere to these guidelines at all times. Do not recreate anything – if you have a specific need and want advice, please contact the brand team.

Primary logo (horizontal)

Group

Secondary logo (stacked) for use where space is limited., such as on social media or app icons.

Reversed out white BMJ Group logos

Reversed out white product logos

Primary logo (horizontal)

Group

Secondary logo (stacked) for use where space is limited., such as on social media or app icons.

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Logo use

Logo guidance How we create our logos

BMJ prefix in BMJ Group blue #15375e

Group Interface Thin (title case) in BMJ Group logo grey #575756

The BMJ Group corporate logo is distinct from product logos in colour and font, clearly differentiating the overarching brand from individual products and services. The corporate logo makes use of the BMJ Group blue #15375e, a colour that is used specifically to represent the entire organisation as a whole. The BMJ Group corporate logo is available in two formats – primary and stacked (see page 7). Product logos feature the BMJ prefix in BMJ blue #2a6ebb to, indicate their connection to the BMJ Group while allowing design flexibility to reflect each product’s unique nature. This distinction maintains brand hierarchy, ensuring the corporate identity remains central while products retain their own identity. In exceptional cases, such as events, new logo styles may be allowed, designed in collaboration with the UX team to ensure consistency with digital and print interfaces. Event logos should align with the specific theme or purpose while adhering to brand guidelines, including the colour palette, for cohesion across all materials. Request a logo Logos are produced by the UX team on a case-by-case basis. Contact bmjbrandteam@bmj.com

BMJ prefix in BMJ blue #2a6ebb

Product name Interface Regular (title case) in BMJ grey #747678

Pay attention to the exclusion zone To ensure our logos have breathing space, we have added an exclusion area. This area is the height of the J descender. Never place copy or images within this exclusion zone.

Product Name X X

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Logo use

How to use the logo What to do

Use full colour as the first choice Our logos are available in full colour, white and black versions to cover all applications and allow design flexibility. Where possible, we use the full colour primary logo on a white background, or the white primary logo against a dark background. Exclusion zone To ensure our logos have breathing space, we have added an exclusion area. This area is the height of the J descender. Always check accessibility Under the guidelines, all critical content must meet at least the AA standard for colour contrast. Check your colour combinations here colourcontrast.cc (See page 22 for accessibility guidance).

Prioritise the use of the BMJ Group logo when referring to the organisation or presenting a collection of products.

The preferred logo usage is full colour on a white background.

The full white version of the logo can be used on a dark background, including gradients.

Use the full black logo in print only for black-and-white or greyscale printing, cost-effective production, or high-contrast needs, ensuring legibility and brand consistency.

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Logo use

How to use the logo What not to do

Opposite are examples of logos being used incorrectly. These rules apply to all internal and external communications. If you are unsure how to display a logo, please contact the brand team for advice and support bmjbrandteam@bmj.com

A healthier world

Never change the colour or add an outline to the logo

Never add a strapline to any of our logos

Never create your own logos

Sponsored by

Never stretch or alter the logo

Never manipulate a logo by adding text

Never change position of the company logo

Never place copy or images within the exclusion zone, or have the logo too close to the edge.

Never publish a logo that is hard to see (inaccessible).

Never add effects to the logo

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Logo use

How to use the logo Logo placement

Heading

Product Name

eTOC emails The BMJ Group logo can be omitted when the product logo is used as the lead

Portrait Logos can be positioned top left or bottom right

Flyer / advert / postcard Put the logo top left, or bottom right if you need to include a heading

In all cases, the logo should be used thoughtfully and sparingly. Avoid placing multiple logos within a single document, such as on every page of a brochure or slide presentation. As a general guideline, the logo should either lead or sign off the material. The top left corner is the preferred position for the leading logo because it provides the most prominent visibility. However, depending on design needs, it can also be positioned at the top right or bottom right. Never position the logo in the centre. There is no maximum size for the logo, but please maintain appropriate proportions when incorporating it into the artwork. If you are unsure how to display a logo, please contact the brand team for advice and support bmjbrandteam@bmj.com

Product Name

Website Use the top left for logo placement, except for partner logos, which should be placed in the top right. See page 14.

Product Name

Presenting multiple logos Always lead with the BMJ Group logo — preferably white on dark blue (#15375e). Follow with product logos in reversed white..

Never centre the logo on any artwork, digital design, or website.

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Logo use

How to use our logos Logo placement examples There is no maximum size for the logo, but please maintain appropriate proportions when incorporating it into the artwork. See the FAQs section for more answers or get help by emailing the brand team bmjbrandteam@bmj.com

The top left corner is the preferred position for the leading logo because it provides the most prominent visibility.

A4 Brochure cover

Flyer

Social media

Advert

Place the logo bottom right if positioning it top left interferes with the heading.

When displaying multiple logos in a single document, always use reverse white. Begin with the BMJ Group white logo, followed by other product logos in white. This sequence should be maintained as shown in the example.

Email signature

The logo can be positioned in the bottom left corner.

Facebook advert

Email template

Display banner

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Logo use

What not to do

Do not place logos too close to the edge. Remember to include an exclusion zone.

Avoid placing multiple logos within a single document. If the leading logo includes ‘BMJ’, don’t add the BMJ Group or BMJ Journals logo.

Never centre the logo unless it is a video or on a social media post.

Never use the gradient or fulcrum effect on text.

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Logo use

How to use our logos Using partner logos

EAlert banner Position the partner logo beneath the journal title, making use of the fulcrum.

When you’re including partner or third party logos in documents or websites, it’s important to maintain clarity, consistency and brand integrity. Minimum size Logos should be at least 15mm wide to ensure legibility. Exclusion zone Leave a clear space around each logo equal to twice its height. This area must remain free of any text or images. Alignment and spacing Align logos neatly with even spacing between them. The total height of the partner logo should align with the full height of the BMJ prefix. Both logos should have equal prominence to maintain balance and consistency. They should be top aligned to maintain visual consistency.

Advert Position partner logo top right.

Website Position BMJ Group logo and partner logos at the top right.

Gender pay gap report

The BMA and BMJ Group are committed to championing equal rights and opportunities, and proactively tackling discrimination or disadvantage in all forms to create an open and inclusive culture for our employees, members, customers and stakeholders. As a group that includes a trade union, professional association, and global healthcare knowledge provider, the BMA and BMJ Group are determined to address the gender pay gap. We are working with our employees to identify practical ways to do this. It is encouraging to see high levels of female representation at all levels within the group. We are pleased to see our gender pay gap has narrowed this year and is now lower than the UK national fi gures and for the Professional, Scienti fi c and Technical Activities sector (ONS fi gures, published October 2024). As the Association campaigns for fair pay for our members, we are determined to re fl ect on what we lobby for, and the groups are committed to fair pay for all our staff and addressing our gender pay gap.

Cover Position partner logo bottom centre with url bottom left.

Report Position partner logo top right.

Flyer Logos should be top aligned to maintain consistency.

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Logo use

How to use our logos Co-branding and partnerships

Pay attention to the exclusion zone To ensure our logos have

Partner logo

breathing space, we have added an exclusion area. This area is the height of the J descender. Never place copy or images within this exclusion zone.

These guidelines outline the appropriate use of the BMJ Group logo in what is known as a logo lock-up when partnering with other organisations, endorsing products, or co-organising events. • The total height of the partner logo should align with the full height of the BMJ prefix. Both logos should have equal prominence to maintain balance and consistency. • Always adhere to the exclusion zone • When multiple logos appear on the same page, ensure they are evenly spaced and aligned to create a cohesive design. If possible, position the logos in a way that feels balanced and professional.

The gap between the Group logo and partnership logo (s) should be twice the width of the J descender as shown above.

When multiple logos appear on the same page, ensure they are evenly spaced and aligned to create a cohesive design. If possible, position the logos in a way that feels balanced and professional.

Partner logo

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Logo use

BMJ 2305 RtP Promo.qxp_RtP A4 Spanish Poster 31/07/2016 13:40 Page 1

Using translations

As a main rule, product logos and their names must not be altered or translated. Logos stay as an image (in English language).

Quiere publicar en revistas de alto impacto? Desarrolle sus capacidades de investigación con Research to Publication , la herramienta que le ayudará a publicar sus articulos de investigación

Este nuevo programa de aprendizaje electrónico le permitirá: • Desarrollar sus capacidades de investigación • Mejorar la calidad de sus investigaciones • Avanzar en su trayectoria profesional gracias a la publicación de sus trabajos • Aprender a su propio ritmo • Entender los problemas que les impiden publicar a los investigadores • Ayudar a mejorar los resultados para los pacientes con nuevas evidencias

Disponible en su institución Póngase en contacto con su bibliotecario para obtener mas información sobre cómo obtener acceso.

rtop.bmj.com

@BMJRtoP

In this Russian example, note the BMJ Group logo is not translated.

In this Spanish example, neither the logo, name of the product (Research to Publication), and URL have not been translated. It retains the Research to Publication text and BMJ Group logos in their original English formats.

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Typography

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Typography

Interface for headers

Typography

Our fonts Interface and Roboto have been selected for their balance between classic and contemporary sans serif letterforms. They should be used as an important part of our brand and, when applied consistently, help to identify our communications. Interface is primarily used for headers across our websites and needs to be purchased individually via the brand team. Roboto is always used for body copy across print and digital. It is a free Google font and can be downloaded from fonts.google.com/specimen/Roboto. Roboto can be used where Interface is not available. Headings must be written in sentence case or CAPS; never Title Case. Do not include full stops after headings, subheadings, or bullet points.

Interface Light

Interface Bold

Interface Black

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890

ABCDEFGHIJKLMN OPQRSTUVWXYZ

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn

abcdefghijklmn opqrstuvwxyz 1234567890

opqrstuvwxyz 1234567890

Roboto for general use

Roboto Thin

Roboto Light

Roboto Bold

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn

ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz 1234567890

opqrstuvwxyz 1234567890

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Typography

Interface Bold 28-45px Interface Bold 18-40px

Sizes This guidance should help define the relationship between headline fonts, body fonts, and supporting text. Use Roboto when Interface is not available.

Interface Regular 16-28px

Interface Regular 14-24px or Roboto body copy, not lower than 16px on websites

Roboto Bold 16px Roboto Regular 16px Roboto Regular 14px Roboto Regular 12px

H5, H6 Body copy #232323

BMJ dark grey #232323 R35/G35/B35

BMJ Group blue #15375e R21/G55/B95

Reverse white text on BMJ Group blue #15375e backgrounds are also good options.

Dark Grey (#232323) is predominantly used for text across both print and digital applications.

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Using colour

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Using colour

Primary colours – functional

Primary colours BMJ Group blue (#15375e) and BMJ blue (#2a6ebb) are the core colours for all artwork and communications. Headings BMJ Group blue #15375e BMJ blue #2a6ebb BMJ dark grey #232323 White on BMJ Group or BMJ blue backgrounds. Body copy BMJ dark grey #232323 Links

BMJ Group blue #15375e R21/G55/B95 C100/M80/Y36/K28

BMJ blue #2a6ebb

BMJ grey #747678

BMJ dark grey #232323 R35/G35/B35 C69/M60/Y56/K65

White #ffffff R255/G255/B255

R42/G110/B187 C91/M53/Y0/K0

R116/G118/B120 C30/M23/Y17/K58

BMJ blue #2a6ebb Secondary colours

Secondary colours – decorative

Use secondary colours to add vibrancy, highlight key elements, and create visual interest. Use them sparingly,; ideally limit to only one or two per artwork

to maintain clarity and impact. Key principles for colour use Functional vs decorative use

Yellow #f0ab00 R240/G171/B0 C0/M35/Y100/K0

Orange #e37222

Red #cd202c

Pink #c71065 R197/G0/B132 C12/M100/Y0/K0

Functional colours (BMJ blue, BMJ Group dark blue, BMJ grey) are for core content, navigation, and branding. They should be used for text and key information. Decorative colours (secondary colours) are for accents and highlights, used sparingly to avoid visual clutter.

R227/G114/B34 C0/M65/Y95/K0

R205/G32/B44 C0/M96/Y90/K2

Purple #7d5cc6

Aqua #00b2a9

Green #69be28

R125/G92/B198 C68/M76/Y0/K0

R0/G178/B169 C84/M0/Y38/K0

R105/G190/B40 C70/M0/Y100/K0

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Using colour

How to use colour

Start with the core palette Use primary colours for text, branding, and logos. Only use secondary colours for accents and decoration—not for text. Limit colour use to avoid clutter Typically, two secondary colours along with unlimited primary colours are sufficient. Most products have designated secondary colours to complement our blue hues. See page 24 for details. Always ensure a strong colour contrast for text (dark on light or light on dark). Prioritise RGB/Hex for digital; CMYK for print. Keep the colour palette consistent across web, print, email, and social. Emphasise layout, font size, and colour contrast for content hierarchy. Consider using the fulcrum and gradient designs for backgrounds.

Use bright colours (yellow #f0ab00, pink #c71065, orange #e37222, red #cd202c) only for decoration—not for essential content. They work best for icons, decorative shapes, testimonial quote marks and larger testimonial text.Avoid using them for headlines, main body copy or call to action buttons. See page 33 for icon usage guidance.

At the Group level, we lean heavily on BMJ Group blue (#15375e), using orange (#e37222) as an accent colour.

BMJ blue (#2a6ebb) and BMJ Group dark blue (#15375e) are the core colours for product communications, presentations, and primary product branding elements.

Secondary colours like purple (#7d5cc6), aqua (#00b2a9), green (#69be28), and others should be used for accents, buttons, icons, or illustrations to guide attention, but never for text.

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Using colour

Accessibility All our content must meet WCAG 2.2 AA standards—the global benchmark for digital accessibility and a legal requirement in many countries, including the UK under the Equality Act 2010. For some customers, providing WCAG 2.1/2.2 AA- compliant content is already mandatory. For others, upcoming regulatory changes will require the same. Meeting these standards is essential to maintain trust, meet contractual obligations, and ensure no user is excluded. BMJ Group blue (#15375e) and BMJ dark grey (#232323) on light backgrounds work well. If using white text on any background, ensure it’s large enough and contrast-tested. Mandatory requirements: 4.5:1 contrast for normal text 3:1 contrast for large or bold text Check all designs are accessible at colourcontrast.cc Accessible design supports clarity, compliance and our values as a trusted global healthcare knowledge provider.

If using white text on any background, ensure it’s large enough and contrast tested.

Ensure the logo is clear and legible

Adding a tint overlay makes the logo and text accessible

Carefully tested secondary colours for subheadings or callouts where contrast meets WCAG 2.2 AA standards are acceptable

The use of secondary colour BMJ pink effectively highlights the call out, Try it now

Consider using darker text on lighter backgrounds for clearer readability

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Product colours

BMJ Group

BMJ Best Practice

This colour audit shows how the official colour palette is applied in practice across some of our brands. Use it as a reference to support consistent and informed colour choices that are in line with our brand guidelines.

#2a6ebb

#15375e

Email footer

#e37222

#c50084

#1f5189

BMJ Impact Analytics

Annual report

#15375e

BMJ OnExam

BMJ Clinical Intelligence

#2a6ebb

#2a6Ebb

#69be28

#15375e

#00b2a9

Why the BMJ Knowledge Graph

#2a6ebb

Display banner

The BMJ and BMJ Careers

#3a6f11

BMJ Learning

FIND YOUR NEXT JOB INSIDE

17–24 May 2025 389:169-224 No 8463 | CR ISSN 0959-8138

Mitigating patients' PTSD after ICU p189 Covid suppression: UK's policy failure p 202 Guidance on enteral tube feeding p 210 How to assess thunderclap headache p 214 1.5 CPD hours in the education pages

#2a6ebb

#69be28

#15375e

Magazine masthead

#7d5cc6

Ghost in the room Should doctors fear scribe AI?

Dr. Blackford Middleton Dr. Kieran Walsh

Why the BMJ Knowledge Graph

Digital advert

Print advert

Brochure

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The fulcrum

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The fulcrum

Email banner

As part of our brand we have a visual element called the fulcrum. We encourage its use wherever possible because the fulcrum has become a distinctive part of our brand. The fulcrum is used to provide a distinctive backdrop to many of our communications. It can be represented in three different ways • BMJ Group blue combined with BMJ blue • As a single line • When using the blend option to combine two blends, ensure that the darker area is always closest to the fulcrum and consistently set at 54.65º Online we use the fulcrum as a design element over imagery or as a background to call out information, ensuring legibility of any copy. The fulcrum can also move left or right across any format to create more dynamic and varied communications. However, as a general rule, the blue area should never take up more than 50% of the format. This ensures there is always adequate white space (this rule does not apply to the blend or transparency options). The fulcrum should always appear only once on a page. Either the single line or blue combined with white or two blends.

54.65%

Presentation divider

Flyer

Display stand

Video

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Imagery

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Imagery

It’s crucial that all photographs • Use natural poses, capturing a moment in time rather than appearing posed – especially for reportage photography • Are considered from a global perspective • Where relevant, showcase teamwork • Reflect our diverse community Location A blurred background is preferable to focus on the subject. Remove unnecessary objects or visual distractions – cluttered backgrounds distract from the subject. This can be achieved by cropping in, or – preferably – choosing a clean, calm background. Image format Where possible, capture a variety of landscape and portrait options for each shot. The subject should be placed to the left or right of the frame to allow space for accompanying text. When highlighting everyday or end-user applications, images should be tightly cropped, taken from an interesting angle, or be almost abstract in composition to create visual impact. Gen AI (generative artificial intelligence) In all communications, we choose not to use AI- generated or augmented imagery, consistent with our values as a trusted and transparent organisation. When searching image banks, please ensure your search excludes generative AI, and if unsure of the source, always check supplied images before use to ensure they meet this criteria.

Backgrounds can be blurred

Capture a moment in time

Ensure text is clear and legible if used on top

Consider cropping images

Consider using duotone images by applying a tint over the top

Ensure photos are natural and not overly posed

An abstract image repeated is visually appealing, especially on digital formats

Consider using tightly cropped images. They can be almost abstract in composition

Reflect our diverse community

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Imagery

Reportage photography rules We use reportage photography to engage our audience – to tell a story, and demonstrate that we understand the way our audiences work and their daily challenges. This photography should always feel natural, representing observations from the working life of the subject. If stock imagery is required (and it often is), ensure that the chosen image is a true reflection of BMJ Group. This means it won’t look ‘cheesy’ or superimposed. Our imagery should always be relevant to the audience and their geographical location. Where possible, capture a variety of landscape and portrait options for each shot. The subject should be placed to the left or right of the frame to allow space for accompanying text. When highlighting everyday or end-user applications, images should be tightly cropped, taken from an interesting angle, or be almost abstract in composition to create visual impact. Always ensure that images avoid white coats and do not include any identifiers such as name badges or patient and clinical data. In clinical settings, no nail varnish or jewellery should be visible to maintain a professional and hygienic appearance. powerful tool to reflect our brand values. We encourage photos to be taken of our staff at work, in conversation, collaboration, and during moments of deep thought. Subjects should be supported to find a natural pose that supports the context of the photo – this may be more relaxed or more serious, but should always feel authentic to the subject. We often ask subjects to look into the camera to help connect the subject with the viewer. Portrait photography rules We use portrait photography to reflect our varied audiences, and will often use staff portraits as a

Avoid overly cluttered backgrounds

Avoid white coats and do not include name badges or patient and clinical data

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Multimedia

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Multimedia

Video Common rules and guidance

Use sentence case throughout and adhere to our style guide. Start and end with one logo only. There’s no need to repeat it on every slide. Use BMJ Group colours to present multiple products – BMJ Group blue #15375e (primary) – BMJ orange #f37222 (accent only) Ensure logo and text are appropriately sized and balanced. Where suitable, use the fulcrum graphic device. Refer to The BMJ motion toolkit for additional guidance — while created for The BMJ, it has more detailed advice that applies across the Group.

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Multimedia

Apps General guidance

Keep app design clean and clinical by prioritising clarity, readability and a user-first approach. Adhere to our official colour palette, and apply product colours consistently. Logos should appear only on the first and last screens, ideally using the white reverse version. Align elements purposefully . Text should sit side by side and along the top, with ample white space to maintain a clear layout. Icons must be intuitive and functional, and navigation should be simple to follow. Ensure accessibility through strong contrast, scalable text and clear labels.

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Multimedia

Slide presentations

Our BMJ Group themed slide template is designed for clarity and consistency, with instantly recognisable branding. Please use Roboto and our official colour palette throughout to maintain brand alignment. Icons Ideally, our icons should be BMJ Group navy blue or the product colour and white. They can also be reversed. For clarity, variety and product brand consistency, other colours may be used as long as they are derived from our official colour palette. You can find icons in different colours in our icon library or create your own using iconsdb.com

Your title goes here, written in sentence case

A global healthcare knowledge provider with a vision for a healthier world

Customer name

Customer name 00/00/00

Date format is 7 July 2024 NOT July 7th or 7th July, 2024

Main title: please write in sentence case Sharp and succinct section title written in sentence case NOT Title Case

What we provide Section title

Today’s agenda

02 03 04

Title in sentence case, quis nostrud exercitation Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ➔ Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua

World leading experience and expertise ➔

65 scientific journals, including The BMJ Careers services

Agenda item goes here no more than 2 or 3 lines

Clinical decision support tools

➔

Educational resources

➔

Events

➔

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua

➔

Research tools

➔

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor

◆

Strategic priorities Customer name

Data insights Customer name

Improving health outcomes worldwide

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Impact report 2024

4 Supporting copy goes here underneath the number above.

Supporting copy goes here underneath the number above.

Better evidence Better decisions

Better systems

Impact report 2022

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Tone of voice and writing style guide

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Tone of voice and writing style guide

Tone of voice and writing style guide Anyone who writes for and on behalf of BMJ Group should follow our distinct style and apply our tone of voice. Confident We believe in ourselves as pioneering experts within our profession. Evidence matters to us, so we back up our claims with data and use plain English to communicate. Empowering We’re here to motivate, support and enable, so the words we choose to use are clear and accessible for everyone. Succinct We know our users and customers are busy so we speak briefly, directly and clearly. We tell them what they need to know within the first two sentences. Trustworthy We are honest, authentic and credible. We know who we are writing for and meet our audiences’ specific needs with thoughtful, relevant information that is correct in every detail.

Writing principles to follow Be specifi c Use facts, quotes and examples to ground your claims. Talk directly Use you, we and the active voice to build connection. Focus on the benefits more than the features What’s in it for the reader? Be certain Avoid hesitant language like might, could, aim to. Instead use can, will, and help to/support. Add energy Use strong, actionable verbs to keep momentum and prompt the reader to act. Tell real stories Show impact through people and outcomes, not just ideas. Cut the fluff Trim unnecessary words, adverbs and adjectives. Avoid jargon Explain terms simply and spell out acronyms or abbreviations on first use. Write as you speak Friendly and professional wins over corporate and cold. Ask questions They invite engagement and prompt curiosity. Use clear calls to action Tell the reader exactly what you want them to do next. Skip the clichés Find fresher ways to express quality and innovation. Proofread your document Typos and poor grammar undermine trust.

Do you sound like BMJ Group? Our tone is always: Confident We lead with expertise, backed by evidence. Empowering We speak clearly, accessibly and inclusively. Succinct We get to the point within the first two sentences. Trustworth

We’re accurate, honest and relevant. Be direct and speak to your reader Use ‘you’ and ‘we.’ Be clear about who’s doing what. Don’t say ‘Users will benefit from…’ Do say ‘You’ll / Your users will benefit from…’ Back it up with facts Use data, quotes or real-world examples to support your claims. Don’t say ‘We’re a world-class provider.’ Do say ‘BMJ Best Practice is used in over 80% of NHS Trusts.’ Write as you speak Cut jargon, long-winded phrases. Instead, choose short words and short sentences. Don’t say: ‘Delivering excellence in evidence-based solutions.’ Do say: ‘We help you make better decisions, faster.’ Always include a clear call to action Tell your reader exactly what to do next—and make it easy. Don’t say: ‘More information is available online.’ Do say: ‘Download the guide now or contact our team to get started.’

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Tone of voice and writing style guide

House style Please write in a clear, direct, and active style. We are a global organisation with an international audience, and many readers do not have English as their first language. We have a comprehensive style guide for editors. However, these are the most common rules collated from The BMJ, BMJ Learning, and BMJ Best Practice style guides.

Dates Day Month Year (4 July 1971). Also, The 1960s (not 60s or 60’s), 21st century, and 1998-1999 (not 1998-99). Dehumanising terms Don’t define people by their disease. Say people with diabetes, not diabetics, for example. Developed/developing countries The current term preferred is lower-middle income countries (LMICs). Ideally, though, use the names of the countries or regions to which you are referring, if the list is not too extensive. Dictionaries Our preferred dictionaries are Chambers 21st century dictionary for general usage and Dorlands for medical terms. Exclamation marks Please limit your use of exclamation marks, except in quotes from other sources. Fractions Spell out fractions (two-thirds, not 2⁄3). Hyphenate fractions except for fractions involving one (one third but two-thirds; one quarter but three- quarters). Say one half, one fifth, not a half, a fifth. Full stops We have one rule where we use no full stops in initials or abbreviations, nor after headings or bullet points. Health care or healthcare? Healthcare – always one word, whether adjective or noun. Hyphenation When two words combine into an adjective to describe a noun, they are compound words. You can use hyphens for words with non-, -like, -type, -free and adjectival (or noun) phrases that include a preposition (one-off event) or a compound adjective (evidence-based material). Evidence-based or evidence based? Only hyphenate when combined words modify the noun. So, if you’re saying ‘The project was evidence based,’ you do not hyphenate. Whereas if you were saying ‘evidence-based project,’ you would hyphenate. Inclusive language In writing, treat the phrase, ethnic minority, like any other group descriptor and personalise (people from ethnic minorities, ethnic minority patients).

Abbreviations No full stops in abbreviations (am, pm, no, cf, ie, Dr) Spell out abbreviations the first time, unless they are very common in healthcare (CPD, CME). Avoid using abbreviations in headings No apostrophes in plural acronyms/abbreviations (such as nonsteroidal anti-inflammatory drugs (NSAIDs) Ages Use figures for ages (25–40 years, 45–60 years) Bullet points Do not use full stops in bulleted lists. British or US English usage We allow both British and US English, depending on the origin and the primary intended audience. Capitalisation Use minimal capitalisation; only for names and proper nouns Avoid capitalising words unnecessarily (eg, job titles, etc.) Avoid ALL CAPS at all costs! (One exception is study names, which are often long abbreviated names that don’t need to be spelt out) Use sentence case everywhere. (Only capitalise the first letter of the first word in a heading – like you would in a sentence. Proper nouns are also capitalised) Climate Instead of ‘climate change’ the preferred terms are ‘climate emergency, crisis or breakdown’ and ‘global heating’ is favoured over ‘global warming’, although the original terms are not banned. Colons and semicolons Use colons for lists, subtitles, or explanations. Use semicolons to link closely related independent clauses or to separate complex list items. Avoid semicolons in simple lists—use commas instead. Keep sentences short to reduce reliance on both. Commas Use minimal commas, but use Oxford commas before the ‘and’ and ‘or’ in lists. For example, The bishops of Durham, Canterbury, Bath and Wells, and York were invited.

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Tone of voice and writing style guide

Quotation marks Use ‘single quotes’ in UK English, “double” in US English—except when quoting within quotes. Use exact punctuation and spelling. Never use quotation marks for emphasis. Referring to BMJ Group and products Use BMJ Group first, then the organisation, then we/our/us. Never say the BMJ when describing our organisation. • For the journal, use The BMJ first, then the journal or our flagship journal • Use BMJ Best Practice first, then our clinical decision support tool, then the tool • Use BMJ Learning first, then Learning • Use BMJ Journals first, then journals, titles or our journals collection Referencing When listing references, we follow the Vancouver style. Reference to race The BMJ has used ethnic minority to describe Black, Asian and other non- white groups, while recognising ongoing discussions around terminology, race vs ethnicity, and inclusive language. Capitalisation for groups Use lowercase for all groups as standard. Capitalise Black and White only if the author or editorial team has made that choice. Indigenous is capitalised when referring to people, not flora or fauna. Match press or marketing material to the published article. Spacing Use one space after a full stop—never two. Time Use lowercase am/pm without full stops or spaces (eg, 8am, 10pm). Avoid formats like 08:00 am or 10 o’clock. Use an apostrophe for possessive time references (eg, 8 weeks’ duration). Years Use figures (eg, 5 years), not contractions (eg, yrs). Write decades in full (eg, the 1960s).

Lists Use lists to break up information clearly, with bullet points (no full stops). For numbered lists, use Arabic numerals with a right-hand bracket (1), 2), 3)) and separate items with commas or semicolons depending on complexity. Apply the Oxford comma in unnumbered lists and start each bullet point with sentence case, keeping sublists uncapitalised unless straightforward. Localise Use English spelling in the UK (localise) Likewise, Brazil, not Brasil (as spelt in Brazil) Use Americanised spelling in the US (localize) Naming Use inclusive terms like healthcare professionals, health professionals, or clinicians for a global audience. Numbers Numbers under 10 are spelt out, except for measurements with a unit (8 mmol/L) or age (6 weeks old), or when in a list with other numbers (14 dogs, 12 cats, 9 gerbils). Noun/verb agreement Ensure correct agreement—data are, none is, team has. Noun clusters Avoid awkward phrasing—write patient in the coronary care unit, not coronary care unit patient. Open access Write open access in sentence case, without hyphenation. (Not Open Access or open-access). Only in graphs and tables should the abbreviated form of OA be used. Percentages Use the % sign, not the word ‘percent’—only one % needed at the end of a range (eg, 50–60%). Prefixes In UK English, hyphenate most prefixes unless well established (eg, preoperative); in US English, generally no hyphen—check Merriam-Webster if unsure.

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Common questions answered

Ask a question bmjbrandteam@bmj.com

Common questions answered

Logo placement and usage When promoting BMJ Journals, do we lead with the BMJ Group logo or BMJ Journals logo? Always lead with the BMJ Journals logo when promoting our journals. This ensures clarity and reinforces the product’s identity as part of the trusted BMJ family. If we feature a product logo top left on collateral, do we also add the BMJ Group logo at the bottom right? When leading with a product logo, the BMJ Group logo should be placed bottom right. However, for smaller adverts, it’s acceptable to use only the product logo. Where should I put a logo if it doesn’t look right in the top left or bottom right? Is there flexibility in positioning? Whilst the preferred position is top left or bottom right, the design might not lend itself to this – where needed, it is acceptable to place the logo in the bottom left or top right. Why does the favicon on the product and services websites still have the BMJ product logo? Should they be updated? The product BMJ logo works well because it’s instantly recognisable, and that BMJ logo (and the colour) is the prefix of all our sub brand product logos. Therefore there is no need to have these updated. In an email promoting a journal with a partnering society, where do I place the partner lo go—top right or bottom right? BMJ Journals logo should be placed top left and partner logo top right – paying attention to equal size, balance and alignment. In an image lock up with BMJ Group, is it ok to have the ‘at BMJ Group’ as text, or should it be the specific BMJ Group logo? We never lock up the logo (remember the exclusion zone – see page 8) so instead use text. An additional logo isn’t needed if you mention BMJ Group.

Email sign-off and branding Should we sign off an email as ‘BMJ Open Access team’ or ‘BMJ Group Access team’? Use the BMJ Group open access team as the sign-off. This reinforces the BMJ Group identity while also specifying the team. Always use sentence case for consistency. General logo and brand guidelines When referring to BMJ Journals in text, do we say ‘BMJ Group Journals,’ ‘BMJ Journals,’ or ‘journals from BMJ Group’? Write BMJ Journals, as per the logo. BMJ Journals in the first instance, our journals, our journal collection, collection, or titles, thereafter. Logo use in digital and print media How should use logos in small banner ads or email footers? For small banner ads, use one logo – BMJ Group OR the product logo. Not both. In emails (A4 or longer), it’s acceptable to include both the BMJ Group and a product logo. Ensure the BMJ Group logo is smaller (about half or a quarter of the usual size) for visual balance – place the product

Here are some common questions the brand team often get asked. if you cannot find the answer to your question here please email bmjbrandteam@bmj.com

logo top left, and the BMJ Group logo bottom right. Social media and external branding How should I update the X button in journal email alerts?

The X button should match the BMJ Group blue to maintain consistency across all journals. This ensures a uniform, professional appearance regardless of the journal.

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