The fulcrum
Contents
About BMJ Group
2 2 2
Our mission
Our mission with vision
Our vision
2
Our corporate website
2 2 3 4
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 1. BMJ Group Blue combined with BMJ Blue, 2. As a single line, or, 3. 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
Our impact
Our logos Logo usage
Negative/positive
4
application Clear space Positioning
5 6 7
Things to avoid
Typefaces and typography
8 8 9 9
Our fonts
Colour palette
Primary colours Secondary colours Colour accessibility Accessible colour
10 11 11 15 17
54.65%
54.65%
combinations
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
Gradient
Type: Linear Location:
Angle: 54.65
BMJ Group blue and white Single line
Two blends
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
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