Photography
Guidelines for the use of photography to ensure visual consistency with the brand's identity.
Overview
Photography should display candid moments, capturing natural light whenever possible, to create a feeling of authenticity for the brand. We want to convey a sense of professionalism, but also be down-to-earth and relatable. When selecting images, keep in mind that the use of cropping can help ensure you are telling the right story. Photographic, abstract backgrounds and patterns can be used, as well.
Examples of good imagery can be seen to the right and on the following page.
Tips
Tips for selecting photography
- Lighting
Natural, soft lighting - Composition
Interesting angles or crops to add depth and realism. Wide shots give you more flexibility for cropping for different marketing purposes. - Technology
Devices in imagery help explain the context or visualize a digital ad on a screen. - Props
Elements in the composition that make the scene feel more realistic.
Tips for cropping photos
- Crop your photos to tell a story.
Make sure important details and elements—ones that add essential context—are not cropped out. - Leave out unnecessary details and “tangents.”
“Tangents” can cause an image to look messy, or even cluttered. Removing these will help give the image a cleaner look. - Don’t always center your subject.
Add more interest and variety to your imagery by off-setting the subject or focal point. - When cropping faces, leave some breathing room.
Faces become the focal point of an image—your eyes are drawn to them. To help balance out the composition and framing, leave a good amount of negative space around the face.
Do not use:
- Camera-facing shots (unless a portrait or headshot)
- Corporate-looking settings
- Staged images
- Clip art
- Unrealistic photos
Digital Imagery
Most heroes on the website include a dark overlay to allow for the legibility of overlaid text. This translates into many of our other types of digital assets, such as social media, blogs, and PowerPoints.
Make sure to check text legibility, and darken your images as needed.
