Brand guidelines 

2. Logo formats

If the primary logo fits, it must be used.

Primary logo (horizontal)

Use the primary horizontal logo whenever space allows.
This is the default logo for web and print.

Secondary logo (stacked)

Use the stacked logo only when space is constrained or a vertical format is required, for example:

• Social media
• App icons
• Narrow digital placements

3. Logo placement

Place the logo only in one of the following positions:

• Top left

• Bottom left

• Bottom right

Do not place logos:

• In the centre of the page

• Over busy imagery

• Inside containers or boxes

A4 (210 × 297 mm)

Use one logo only, shown once per page.
This is mandatory on web and particularly important on small screens.

Brand ownership rule

• If the page represents BMJ Group, use the BMJ Group logo only.

• If the page represents a single BMJ Journal, use that journal logo only.

• As a general rule, do not add a second logo as a sign off on any collateral.

Partner logos are the only exception and must follow the partnerships guidance.

A4 (210 × 297 mm)

If you are promoting a group of journals or the journals as a collective, then lead with the horizontal BMJ Journals logo. Reserve the stacked logo for smaller spaces.

A4 (210 × 297 mm)

When you are promoting individual journals, you will lead with that journal logo and refer to that journal colour palette. Do not add the BMJ Group or BMJ Journals logo, as it creates clutter.

Try to keep logo presence to a minimum.

Exclusion zone

Use of BMJ Group and journal brands in external communications

Journals brand guidance for BMJ editors and partners

Two scenarios

1) Endorsed or co organised activity

Where BMJ Group or a journal is formally involved in an event:

• The brand may be used in association with the event
• BMJ marketing must be involved
• Written approval is required
• Co branding guidelines (pages 14–15) apply

2) Non endorsed activity (most common)

Where editors, authors, or partners are:

• speaking at
• attending
• contributing to

an independent third party event

The event must not be positioned as BMJ or journal led.

Core principle

If BMJ Group or a journal is named externally, it must be factual and must not imply endorsement, partnership, or ownership.

What this means in practice

Positioning

• Describe people, roles, or content
• Do not describe events as belonging to BMJ Group or a journal

Allowed

• “Featuring speakers from [journal title]”
• “Experts associated with [journal title]”
• “Research published in [journal title]”
• “Former editor in chief, [journal title] (dates)”

Not allowed

• “[Journal title] event / forum / summit”
• “[Journal title] has launched…”
• “In partnership with [journal title]” (unless formally agreed)
• “[Journal title] brings you…”

Any wording that suggests:

• ownership
• endorsement
• sponsorship
• co organisation

Editorial titles and affiliations

Use official BMJ titles only. Do not extend or reinterpret roles.

Correct
Former editor in chief, Gut (2010–2025)

Not correct
Senior advisor to Gut
Gut portfolio advisor

Writing guidance

Use neutral, factual language:

• “Brings together experts in fields covered by [journal title]”
• “Includes contributors who publish in [journal title]”

Avoid:

• inflated claims
• internal language reused externally without context
• statements implying ownership or resource investment unless formally true

Example: correcting misrepresentation

Scenario
An external event positions Gut as organiser or sponsor based on editorial affiliation.

Issues

• implies ownership
• misrepresents editorial relationship

Correction

• Correct titles
  • “Former editor in chief, Gut (2010–2025)”
• Remove implied ownership
  • Delete: “Gut has launched…”
  • Delete: “Gut led event”
• Use neutral wording
  • “An independent event featuring experts associated with Gut”

Key rule

External communications must not read as BMJ Group or journal led activity unless this is formally agreed and approved.

6. Accessibility

All our content must meet WCAG 2.2 AA standards—the global benchmark for digital accessibility and a legal requirement in many countries, including the UK under the Equality Act 2010.

BMJ Group blue (#15375e) or BMJ Blue (#2a6ebb) for titles and BMJ dark grey (#232323) for body copy on light backgrounds work well.

If using white text on any background, ensure it’s large enough and contrast tested.

Mandatory requirements:

• 4.5:1 contrast for normal text
• 3:1 contrast for large or bold text

Check that all designs are accessible at colourcontrast.cc

Adding a tint overlay to the image on the right makes the logo and text accessible.

7. Gradient and fulcrum usage

Use the fulcrum wherever possible as a distinctive feature of our identity.

It can be applied in three ways:

1. BMJ Group Blue with BMJ Blue

2. As a single line

3. As a blended background. Use two colours only. Place the darker colour closest to the fulcrum and set the angle at 54.65°.

Rules:

• Use the fulcrum once per page

• Keep the darker colour closest to the fulcrum line

• Set angle consistently at 54.65°

• The blue area must not exceed 50% of the layout

Use the fulcrum:

• As a background

• As an overlay on imagery

• To support legibility, not decoration

Do not:

• Apply gradients behind logos without sufficient contrast

• Use multiple gradients on one page

See [accessibility] 

We also 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.

8. Logo do’s and donts

Please note that these guidelines also apply to the stacked logo.

Always

• Use official logo files

• Apply clear space

• Use accessible contrast

• Keep logos legible

Never

• Stretch or distort the logo

• Change colours

• Add effects or outlines

• Box the logo

• Add straplines without approval

• Recreate or redraw the logo

What not to do