Brand architecture
Brand architecture Our brand architecture is designed to clarify our range of products and services and to illustrate their relationships within the broader BMJ Group. Follow naming and logo guidelines We avoid creating new brands for individual products. Instead, we use the BMJ prefix where appropriate, adhering to a standardised logo design protocol managed by the UX team. This approach helps maintain consistency, sets clear customer expectations, and adds value to our products and services. Restrict sub-brand straplines To maintain the integrity of the overall Group brand, we do not allow sub-brands to have their own straplines that are locked to the logo. This ensures that the majority of sub-brands align visually and conceptually with the BMJ Group brand. Exclude internal department logos We do not create logos for internal departments, maintaining a clear distinction between public-facing products and services and internal branding. Requesting logos Logos are produced on a case-by-case basis. A firm rule is in place: no one should create their own logos. While some flexibility is allowed, all logos must remain consistent with the overall brand guidelines set out in this document.
BMJ Group
Lines of business
Publishing and Events
Careers and Learning
Digital Health
BMJ Journals (collective core brand) BMJ Impact Analytics BMJ Where Is My Paper
BMJ Learning BMJ Portfolio BMJ Careers
BMJ Best Practice BMJ Clinical Intelligence
BMJ Health Careers BMJ Course Finder BMJ OnExam
BMJ branded sub brands
BMJ Leader Live BMJ Future Health
International Forum Research to Publication
Non BMJ-branded sub brands
Sub brands with generic product examples
BMJ OnExamination MRCGP (text only, only core logo used)
BMJ Best Practice Patient Information (text only, only core logo used)
Research to Publication (endorsed by BMJ Group / UCSF) Gut, Heart, Thorax (standalone logo) (endorsed by BMJ Group)
Endorsed product examples
The BMJ Student BMJ
BMJ Medicine BMJ Opinion
PACES (powered by SIM Converse) Diabetes course (endorsed by BMJ Group, RCP, Fortis etc)
The BMJ (family) portfolio (separate logo treatment)
Journals portfolio (series)
BMJ Connections [specialty]
BMJ Case Reports BMJ Quality & Safety BMJ Leader
BMJ Open BMJ Supportive & Palliative Care
Interface text
Events (unbranded stand alone logos, separate treatment)
International Forum on Quality & Safety
BMJ Research Forum BMJ Leader Live
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