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(Brand guidelines) // Media and entertainment

BioMed Central brand
guidelines

BioMed Central’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from link.springer.com.

Download the Brand Skill

About BioMed Central

BioMed Central, now branded BMC, publishes open-access research across the life sciences, health, medicine and applied sciences. Part of Springer Nature, BMC centers its identity on open science and the communities that produce and use research.

Use BMC’s own supplied logo to identify BioMed Central’s current publishing brand. Keep the blue graphic and BMC lettering together. The Springer Nature Link platform wordmark is a separate identity and does not replace the BMC mark.

BioMed Central colors

  • BMC navy

    Lettering and lower logo field

    HEX
    RGB

  • BMC light blue

    Upper logo field

    HEX
    RGB

  • White

    Light backgrounds

    HEX
    RGB

  • Platform blue

    Links on the current Springer Nature Link platform

    HEX
    RGB

BioMed Central fonts

  • Merriweather Sans

    Current platform heading · 700, Current platform body · 600

Font names only. The Brand Skill download doesn’t include font files.

BioMed Central’s voice

Use clear, supportive language for research communities. Make open access and research integrity tangible, and describe the publishing process accurately.

  • “If you value openness, transparency, and community, let us welcome you to the BMC family.”

Dos and don’ts

Do

  • Use the BMC identity for BioMed Central’s journal portfolio.
  • Keep research and publishing information accurate and easy to navigate.
  • Write helpfully for authors, reviewers, editors and readers.

Don’t

  • Do not substitute the Springer Nature Link platform wordmark for BMC.
  • Do not confuse BMC publishing with unrelated companies using the same initials.
  • Do not turn research or publication metrics into unsupported promises.

More from the Brand Skill

Imagery

Use research and publishing imagery to make the platform’s role tangible. The homepage pairs a prominent hero image with large, simple promotional cards. Favor clear, purposeful compositions that leave space for their accompanying content and feel at home in a research platform.

Interface design

Keep the platform’s interface light, uncluttered and easy to scan. Use clear typographic hierarchy, generous spacing and simple surfaces; the supplied interface styles use no shadows. Cards have a fine border, modest rounding and internal padding.

Primary and secondary buttons are white with a blue outline, rounded ends and bold type. Links are understated, underlined and visibly distinct from body copy. Maintain clear separation between cards, controls and surrounding page content.

For web design, use the platform’s style tokens as a practical guide: spacing steps run from compact to generous, while cards and buttons use restrained borders and shapes rather than decorative effects.

Accessibility

Design for a broad range of users and assistive technologies. Keep text resizable, maintain sufficient text contrast, and make navigation operable by keyboard. Provide a skip-to-content link, expose interface information through appropriate accessibility attributes, and aim for WCAG 2.2 AA conformance.

Download BioMed Central’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow BioMed Central’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 0 images and the logos. The font files belong to BioMed Central Limited, so they’re left out.

Download the Brand SkillZIP, 379 KB

biomed-central-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ imagery.md

│ ├ interface-design.md

│ ├ brand-identity.md

│ ├ typography.md

│ ├ voice.md

│ └ accessibility.md

└ assets/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from link.springer.com on 3 Nov 2026. It isn’t BioMed Central’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

BioMed Central and its logos are trademarks of BioMed Central Limited. Rainbrand isn’t affiliated with or endorsed by BioMed Central Limited.

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