Brand
One mark. One rule.
Everything that carries the BMC name starts here: the mark, its geometry, the colours, the two type families, the voice and the signature. This page, the brand book and the JSON say exactly the same thing.
A monogram with an exact geometry
Three Playfair Display letters parted by two bronze bars. The bars are the line itself: in tax and law everything turns on where the permitted ends.
- Letters
- Playfair Display 800, navy-800 on light, white on dark
- Bars
- 0.10em wide and 0.60em tall, centred on the capitals, bronze #C0922E on every ground
- Gap
- 0.13em between a letter and a bar, the bar’s own width, at every size
- Originals
- Traced masters in brand/masters; the .mk CSS reproduces them and every export derives from them
Downloads (traced SVG, version 3)
One rule for every word under the mark
The descriptor “Tax, Legal & Strategy”, the platform’s ONE and RESEARCH follow the same rule; only the word changes. Always in English, always beneath, never beside.
- DM Sans 600, uppercase, 0.22em of the mark and never below 9px
- Tracking 0.22em, centred under the mark
- 0.30em from the letters’ baseline to its capitals
- In the letters’ own ink: navy-800 on light, white on dark; never gold
- With a word, the mark is at least 40px
BMC One: the same mark with ONE in the descriptor’s slot.
Navy carries it. Gold is the only spark.
Navy for structure and text, warm neutrals for the ground, bronze only where it points.
Navy
- navy-50 #EBF8FF
- navy-100 #BEE3F8
- navy-200 #90CDF4
- navy-400 #4299E1
- navy-500 #3182CE
- navy-600 #2C5282
- navy-700 #2A4365
- navy-800 #1A365D
- navy-900 #152D4F
- navy-950 #0F2440
Gold
- gold-50 #FFFBEB
- gold-100 #FEF3C7
- gold-200 #FDE68A
- gold-300 #F6E05E
- gold-400 #D8A94B
- gold-500 #C0922E
- gold-600 #A86A0A
- gold-700 #7D5108
- gold-800 #5C3D06
Slate
- slate-50 #F7FAFC
- slate-100 #EDF2F7
- slate-200 #E2E8F0
- slate-300 #CBD5E0
- slate-400 #A0AEC0
- slate-500 #718096
- slate-600 #4A5568
- slate-700 #2D3748
- slate-800 #1A202C
- slate-900 #171923
Gold is never text, not even the descriptor. It is structure: the bars of the mark, a section rule, the active underline, the focus ring.
Two families. Nothing else.
Playfair Display for headlines and the mark; DM Sans for body, interface and every word under the mark.
Aa
Playfair Display
Headlines and mark · 700 and 800
Aa
DM Sans
Body, interface, descriptor · 400 to 700
No uppercase headlines, no faux italics, no third family.
We write the way we advise
Precise, authoritative, never loud. Formal in Spanish; compressed in English.
We advise, we do not help
Advice, analysis, strategy, recommendation. Never “help”, “plan”, “suggestion”, “review” or “cheap”.
We state
Our analysis indicates; we recommend. No “happy to”, no “do not hesitate”.
Four languages, one voice
The body localises; the mark, the descriptor, the slogan “Counsel that endures.” and the service names do not.
Every page shares with its own card
A fixed card per section and a dynamic one per page, generated from the same mark.
One signature. Emails that read like letters.
Every person and every platform notice sign the same way, and automatic emails read as if someone wrote them.
- Signature v7 in English: 22px mark with navy letters on white, name, role, site links and the legal block with the AI disclosure and the registered office
- A reply variant for replies and automatic notices
- Automatic emails without header, boxes or buttons: greeting, one or two paragraphs, facts as lines, a single text link
- One template for every sender, in the recipient’s language
The same brand, readable by machines
Everything on this page is published as stable files. Any integration, agent or session reads them from here without touching the repository.
- JSON API
Tokens, geometry, colours, typography and the URLs of every asset, in one JSON.
/api/brand.json - tokens.json
The machine-readable source of truth.
/brand/tokens.json - brand.md
The quick reference in text, for people and language models.
/brand/brand.md - assets.json
The asset registry with variants and formats.
/brand/assets.json - Brand book
The full guide, 21 sections.
/brand/book.html - Brand book as PDF
The same guide to print or share.
https://media.bm.consulting/brand/brand-book.pdf
Example
curl -s https://bm.consulting/api/brand.json | jq '.logos.svg, .tokens.mark'From BMC One, the same JSON is read with GET /api/v1/brand and through the platform’s MCP server.
Need the brand for a publication, an event or an integration?
Write to us and we send the files in the format you need, with the usage rules.
Elsa Duarte · Creative Director · eduarte@bm.consulting