The fulcrum
The fulcrum
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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%
54.65%
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