IMAGERY
GENERAL
INDUSTRIAL | LOGISTICS | DIGITALISATION | RETAIL MONUMENTAL | FASCINATING | MODERN | GRAPHIC
The image colours are usually muted: Shades of grey dominate in order to achieve a metallic and sophisticated effect. Accents in the corporate colour or warm colour shades may be used, and can direct the focus on details without making the overall composition look too colourful. An individual filter (Stockholm) can be made available for briefings.
Images with interesting perspectives draw the eye in and have a guiding and innovative effect. Business premises and images look bright, tidy and modern. The effect of the corporate image pictures must not be too documentary, e.g. merely a picture of a product. The focus is not the product as such but how it is used.*
*For practical reasons, these principles do not necessarily apply to documentary images that are used for product specifications or other purely documentary media.
People
AUTHENTIC | ASSURED | COMPETENT | ACTIVE
Images of people show employees, teams or customers with authentic facial expressions and gestures in plausible situations as they go about their respective everyday work.
This includes the areas of retail, logistics, metal engineering, consulting services, technical development, industrial, chemical and energy.
These images therefore depict experienced, confident and businesslike office staff, engineers, logistics providers or warehouse operatives of all ages, and highlight their expertise.
These are snapshots from along the value creation chain: advising, negotiating, planning, inspecting or focused.
Don’ts
The picture is too busy, there is no clearly recognisable focus, the colours look wrong
Unnatural, artificial colours
Illustration style that does not match the corporate image, e.g. design of social media contributions
Partial fragments that make an image look incomplete
Contrived facial expressions and gestures that are not businesslike
Cut-outs and 3D models can look unnecessarily artificial