The visual identity.
How BQ looks, in every context. The mark, the catchphrase, the colour, the typography, the image treatment — and the construction that holds it all to spec.
Three marks. One signature.
BQ has three logo variants. Each does a different job. They never appear together, but they share the same DNA — the quote marks bracketing what’s inside.
The phrase, as a mark.
“What an opportunity” is BQ’s signature phrase — and a mark in its own right. It locks up inside the same quote-frame as the logo. Use it on hero surfaces, campaign artwork, and anywhere the brand wants to speak in its own voice.
P22 Mackinac & Indivisible.
A warm humanist serif for the things we want remembered. A precise geometric sans for the things we want read. They share the same weight class, so they read as one voice.
Six primaries. One ink.
A working palette of six. Paper Beige is the default ground, BQ Ink Blue is the anchor; the four colour primaries — Yellow, Blue, Ochre, Olive — bring warmth, light, and contrast across the system.
Note HEX values are the source-of-truth. Match BQ Ink Blue to a physical Pantone swatch on first print and lock that value for all subsequent production.
Photo, framed by the mark.
BQ’s photography is real-people-led: natural light, candid expressions, no studio gloss. The brand mark frames the image — sometimes as a cutout, sometimes as a quote, always carrying the meaning of the moment.
Built on X.
Every mark is constructed on a unit we call X. The X-grid governs proportion, internal spacing, and the clear space that must surround every lockup. Keep 2X minimum on all sides.
Note Minimum-size values are working defaults; tune to medium and viewing distance.
The mark holds. Don’t bend it.
Six ways the logo loses its meaning. The fixes are obvious; the discipline is the point.