Logo usage
Contents
About BMJ Group
2 2 2
Our mission
Our mission with vision
Our vision
2
Things to avoid Never recreate, copy or alter any of our logos. This applies to materials for internal use.
Our corporate website
2 2 3 4
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
Never create your own logos
Never outline the logo
Never add a strapline to any of our logos without consulting the brand team first
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
Never stretch or alter the logo
Never change the colour of the logo
Never encroach on the logo clear space
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
Never add effects to the logo
Never box the logo
Always ensure the logo is clearly visible
7
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