Photography

Metaphorical

Our metaphorical imagery allows us to use eye catching images to talk about networks, connections, evolution of technology, etc… rather than repeating photos of our people, or our technology. 

We primarily use our metaphorical image style for covers, at the brands initial touch points, and where we want to create impact and stand out from the crowd. 

Our metaphorical imagery should be predominantly orange, or use orange within an otherwise muted image. This allows us to use this photography style consistently and create harmonious layouts. 

Our metaphorical images can have white or black backgrounds to fit within our colour scheme and allow for typography and our logo to be placed comfortably on the same layout.

People

Our people photography comes in two styles. 

When we are promoting our people or partners we use a stylised black and white portraits that are crisp, clean and sophisticated. 

Our stylised imagery can be used like our metaphorical imagery to create impact, hero our people and differentiate us from our competitors. 

We can also shoot our people and partners in their environments which we refer to as ‘Operational’ photography. 

Our In Context photography allows us not only to show our engineers in our labs, but doctors using our products in hospitals or consumers/ end users using the products our chips power. 

The primary purpose of Operational photography is to illustrate articles, add colour and warmth to communications and aid viewer engagement. 

Failing that any image that makes us look good, dark, moody, and magnificent; doing good deeds or in well known locations. 

Products

When possible we should try to photography our products on a white background at the same angle and scale. 

A small amount of shadowing allows the photograph to feel more sophisticated and helps the product to ‘sit’ comfortably on the page. 

It can also be benefitial to use the ‘bokah’ effect at short depths of field. As well as giving a more modern, sophisticated look, this effect naturally enhances the feel that the products are small and detailed.