Before getting started

The look and feel and dos and don’ts

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Before you dive in, take a moment to explore these tips for crafting a visually balanced and inspiring page:

dos

Logo spacing & balance

Keep ample space around the logo and avoid crowding. Use generous white space to ensure balance and clear readability

Color Harmony & Tone

Use complementary colors to create a cohesive, bright, and modern look. Avoid large dark areas - use black or dark grey sparingly and only for purposeful contrast or emphasis

Consistency and variety

Aim for a modern and cohesive design that balances variety with consistency. Use color, composition, or imagery to create visual interest while keeping the look professional, fresh, and aligned with our brand’s tone

Composition and alignment

Maintain visual harmony by aligning elements cleanly and guiding the viewer’s eye naturally through the content

Dark tones

Avoid overly dark backgrounds - stay away from pure black or deep green. Light, balanced tones feel more open and inviting

Inspiration

Browse bcg.com for reference and use the templates (work in progress) as your creative foundation

Typography

Use consistent fonts and sizes to keep your content clean, legible, and aligned with BCG’s design language

Buttons

Keep the standard button shapes. Consistency in design builds trust and clarity

Imagery

Select high-quality, meaningful visuals that reflect BCG’s brand

Spacing & Accessibility

Ensure strong text–background contrast and give elements enough space to breathe. Generous white space improves balance and readability

Consistency

Maintain a unified style across all pages, from color palette to icons, buttons, and typography

Framing & Perspective

Use angles and cropping to create a polished, professional impression. Test your design across devices to ensure it looks great everywhere

These principles are essential and partly legally required, they safeguard BCG’s visual identity and ensure your content is both accessible and brand-consistent

Coming Soon

Most important factors to keep in mind for Internal vs. External BCG Projects

Internal Projects (BCG)

✓ Flexible branding (CI-light)

✓ Practical, instructional tone (no marketing language)

✓ Internal content allowed (screenshots, processes, tools)

✓ Internal approval only

✓ No public Impressum needed (internal use only)

✓ No SEO or public optimization needed

External Projects (BCG)

✓ Strict BCG brand guidelines (full CI)

✓ Marketing/impact-focused tone

✓ Only approved, non-confidential content

✓ Legal/Marketing/Risk approvals required

✓ Correct legal information/Impressum & privacy links included

✓ SEO, tracking & mobile optimization mandatory

Publishing checklists

Functional checks

✓ All buttons have a clickable link, to the correct page

✓ All links and downloads tested (including opening external links in a new tab)

✓ All videos work

✓ All background images work and have the right sizing

✓ Images optimized / loading times checked

✓ Alt text and accessibility reviewed

✓ Mobile version is checked

Contact form requirements

Two types of contact forms

For web visitors to leave a message/ask a question
Lead generation, for example when gating content

And Finally, make sure your design looks great on every device. Double-check that the logo is correctly placed with enough white space, the footer is implemented, and you’ve completed the brand check with Manuela Demir and the Analytic part with Vera van der Wel.

Contact Manuela

Contact Vera

And last but not least - keep in mind that the IT team needs about 3–4 days for the technical setup before your page can go live.