06 BRAND & VISUAL IDENTITY GUIDELINES | IMAGERY
Introduction to our photo-based imagery GUIDELINES
It is important that our imagery is distinctive, but it needs to be used appropriately and credibly in order to become a powerful tool. Our imagery should represent BDO as a human, purpose-driven organisation. The photography we select should show who we are and what we do, in combination with our storytelling and crafted content that intentionally aligns with our purpose. Authenticity can be amplified by using real-life stories with real BDO people. We want to demonstrate our WHY: People helping people achieve their dreams. As a visual approach, this means leaning deeper into the visual guidelines that connect our global organisation to help our brand stand apart. We want to continue to focus on bright, modern visuals that mirror our people, environments and the world in which we live today. Furthermore, we want to explore more conceptual and emotive visuals that create cohesive experiences that connect and reflect our content. The same level of consideration that is applied when choosing a headline should be applied when choosing imagery. The union of deliberate copy and well-chosen imagery works together to communicate a cohesive and effective message.
We have sorted our photographic guidelines into three core concepts:
Making connections
Reflections
Finding moments of red
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