12 BRAND & VISUAL IDENTITY GUIDELINES | IMAGERY
Core concept 2 / reflections OVERVIEW
For this concept, our images should contain either two similar or multiple elements that are ‘reflective’ - in action, situation, environment, people, objects, mood or colour. That translates to clear, uncluttered images that are snippets of real-life moments, realistic and naturalistic; 2 or more people or things doing something similar; actual reflections – in a window, on a screen, in a body of water, etc. These should: X Be comparable to each other in shape and size. X Perform or reflect a related action. X Be engaged in a similar activity. X Show a connection in type, although not necessarily the same. X Convey energy and imply momentum, either through the subject matter or through the events being captured. X Use wit and intelligence to reward the viewer with a memorable image. It’s important to note that each image does not have to include all of these items, but these are elements we look for to ensure the strongest photo is being used.
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