18 BRAND & VISUAL IDENTITY GUIDELINES | IMAGERY
Applying the style
The technical style of an image supports the content, as well as the personality of our brand: straightforward, open, honest, approachable, responsive, good listeners, experienced, energetic, warm, personal and friendly.
COMPOSITION Our imagery should be intelligently composed and naturally shot. Ideally it should portray a captured moment observed with a sharp eye. As such, you should aim to ensure that: X Content is carefully considered but not staged. X Realistic imagery is shot in situ to create a more honest, realistic visual. Images can be cropped to fit this brief, including the reflective theme. X Cover images are carefully selected to include an element of red, reinforcing our leading brand colour.
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