Contents
About BMJ Group
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Our mission
Our mission with vision
Our vision
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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. Always ensure that the images don’t include any identifiers such as name badges or patient and clinical data. No nail varnish or jewellery can be on show, particularly within a clinical setting.
Our corporate website
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Our impact
Our logos Logo usage
Negative/positive
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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
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
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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