Online we use the fulcrum as a design element over imagery or as a background to call out information, ensuring legibility of any copy (see page 11 for colour accessibility information).
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.
The fulcrum can move left or right
BMJ Group brand guidelines | V1.0
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