Colour palette
Contents
About BMJ Group
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Our mission
Our mission with vision
Our vision
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Primary colours Our primary colour is BMJ Group Blue. It is an important element of our brand and helps our audiences identify BMJ Group communications. BMJ Group Blue can also be used in three tints of 100% #15375c, 60% #6c7391, 40% #a1afbe and 20% #d0d7de.
Our corporate website
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We use a 20% tint as a background colour to separate web page/document sections. It can also be used for headers on a white background. BMJ Group Dark Grey (#333333) is predominantly used for text across both print and digital applications. However, BMJ Group Grey can also be used as a background on PowerPoint slides, set at a 20% tint (#e3e4e4).
Our impact
Our logos Logo usage
Negative/positive
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application Clear space Positioning
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Things to avoid
Typefaces and typography
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Our fonts
Colour palette
Primary colours Secondary colours Colour accessibility Accessible colour
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BMJ Group Blue #15375e
White #ffffff
BMJ Group Blue 60% #72879e
BMJ Group Blue 40% #a1afbe
BMJ Group Blue 20% #d0d7de
combinations
The fulcrum Photography
R21/G55/B92 C100/M80/Y36/K28
R114/G135/ B158
R161/G175 /B190
R208/G215/B222
R255/G255/B255
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
BMJ Group Grey #747678
BMJ Group Grey 60% #abacae
BMJ Group Grey 40% #c7c8c9
BMJ Group Grey 20% #e3e4e4
BMJ Group Dark Grey #333333
R51/G51/B51 C69/M60/Y56/K65
R171/G172/B174
R199/G200/B201
R227/G227/B227
R116/G118/B120 C30/M23/Y17/K58
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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