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Introduction
Photography is an essential part of our identity and allows us to talk and delve into a range of topics in a number of different ways. Our imagery is current, modern and striking. The themes outlined below are how we categorise our photos and tell stories.
Principles
Unique perspectives
When capturing events, subjects and stories focusing on surprising details and unexpected compositions helps create visual intrigue. Look for photography that uses interesting crops, displays extraordinary settings and unexpected details.
Human touch
Representing humanity in all its forms is important and we can clearly capture this through expressive photography. Look for compositions featuring a range of emotions suitable for the subject matter.
Get close to the subject
Cropping and zooming into images creates a sense of wonder and wanting to dig deeper.
Create intrigue
Creating intrigue comes from using images that provoke and inspire. Use photography that will make the audience want to find out more about the subject or object.
Culture
Anthropology
Religion
Education
Indicative examples
Environment
Cities
Climate change
Geography
Sustainability
The future
Innovation
Robotics
Technology
History
Archaeology
Art history
Medieval studies
Industry
Business and strategy
Economics
Global
International
Industrial strategy
Prosperity
Society
Ageing
Current affairs
Discrimination
Human rights
Immigration
Revolution
Politics
Sociology
Profiles and portraits
When capturing people for portraits consider the environment, try to capture the person in a natural setting or familiar space. Pay attention to depth of field in order to get a blurred background to help draw focus to the person in shot. Portraits can be used full bleed or in square crops in print and digital.
Profiles are placed within circles throughout our brand. Crop in close to the face and use a clear background within a well lit space for the best composition. We make our profiles black and white for consistency when used digitally and in print.
Objects and artefacts
When using objects in print or online we cut them out so that they can be clearly and consistently represented. The objects can then be placed onto either the primary or secondary colours.
Historic imagery
The same art direction rules outlined previously should apply when choosing historic photography, with considerations to quality and usability.
The building
Photographing the building falls intro three categories, exterior, interior and people. For shots without people focus on interesting details and close ups of architectural points. When including people capture subjects in a natural manner and try to include a visual reference to the building.
Resolution
Images for print should be set up at 300dpi (not 72dpi) and in CMYK for best quality. Images for screen should be at 72dpi and should be in RGB for vibrant colour.
What to avoid
General rules
Photography that lacks central focus, that has a strong colour treatment or that contains text should be avoided. Replacing photography with any illustration, artwork, iconography or other abstraction should also be avoided.
Creative direction
Consider our personality. Avoid images that are clichéd, dull, quirky, provocative or extreme.
