Colour palette
Contents
About BMJ Group
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Our mission
Our mission with vision
Our vision
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Colour accessibility We adhere to the Web Content Accessibility Guidelines (WCAG 2.2) AA requirements for all new work at BMJ Group. A high level of colour contrast between text and background is easier to read. This is important for users with impaired vision and those who are temporarily impaired (eg. when viewing a screen in bright sunlight). Under the guidelines, all critical content must meet at least the AA standard for colour contrast*. This requires a minimum contrast ratio between text ¡ 3 – large text (at least 24px regular/19px bold) ¡ 3 – critical elements (icons, graphs, maps) Some examples of text/background combinations that pass and fail the requirements are shown on the following pages. As the requirements for bold/large text are less stringent than those for normal text, you can use heavier font weights to make smaller text on a coloured background more legible. and background of ¡ 4.5 – normal text
Our corporate website
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While decorative design elements such as illustrations do not have to meet the AA standard, you should still consider accessibility (eg. how it might appear to people with colorblindness) in your design. Accessible colour combinations Our palette has many available colour combinations, but not all are accessible to AA standard. The following chart shows the most accessible combinations – please adhere to these to ensure compliance.
Our impact
Our logos Logo usage
Negative/positive
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application Clear space Positioning
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Things to avoid
Typefaces and typography
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Our fonts
Colour palette
Primary colours Secondary colours Colour accessibility Accessible colour
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Accessibility colour key
combinations
Do not use this colour text on a white background Do not use white text on this colour Do not use grey text on this colour
Accessible with grey text Accessible with white text Accessible as text colour on a white background
T T T
The fulcrum Photography
AI imagery 17 Guidance on all photography 17 Location 17 Lighting and colour 18 Image format 18 Reportage photography rules 19 Portrait photography rules 20 The fulcrum & photography 20 Writing style and tone of voice 21
Not accessible
Help and support If you have any general questions, suggestions, or need advice on a specific project, email the brand team today at: bmjbrandteam@bmj.com
Check your colour combinations here webaim.org/resources/contrastchecker
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