Home> About us > Branding guidelines > Basic elements > Photos >

Profile photos

Profile photos are planned and directed pictures created to provide a certain controlled effect. They are provided to achieve an optimal understanding of how our technology works, to make a product look attractive, or - by means of its style and expression - help profiling of our brands.

All profile photos shall communicate and strengthen the feelings, attitudes and values associated with the product and the brand.

Profile photos are generic. They are not tied to any specific space or time. They are however well planned, and shot under controlled circumstances. They are often manipulated for best possible focus on the motive, and to remove unessential details.

Profile photos are defined as basic elements in our visual profile, and they are used according to specific rules.

We define three different categories of profile photos:

  • Product photos
  • User/Model photos
  • Application photos

Product photos

Photo example
See additional examples below

Product photos shall display the product's physical nature in an educational, easy-to-understand and attractive manner. They must have a modern and high technology expression, and be of high standard.

The product in question must be well lit as in a photographic studio, and the photo will normally be edited in a photo editor. All shadows, reflections and light effects shall look perfect. The product photos are normally presented on a white background, which is normally transparent.

User/Model

Photo example
See additional examples below

The User/Model photos shall express the interface between technology/product and the user. The situation must be simple, but still focused and concentrated, and in an easy-to-understand and attractive manner. The situation is simplified to the most essential; a user receiving the information he or she needs (normally from a display monitor) in order to make the right decisions. The moment must be experienced as important.

The User/Model photos must have a modern and high technology expression, and be of high standard. The photo shoot is carried out with a high degree of direction, normally in a photographic studio. The person must be facing the photographer, but shall never look into the camera. The photo shoot may be taken at a location, but only if the same results can be achieved.

The "user" is normally a well experienced and/or professional model capable to accept directions and to provide the facial expressions that shows concentration and focus. The photo is normally edited in a photo editor.

Applications

Photo example
See additional examples below

Application photos will show places or areas where our products or systems are in active use. They must be simple, educational, easy to understand and attractive, and the motives must be typical and not specific. The pictures should be clean without unessential details, and if possible, it should be possible to use the picture as background for a line drawing.

In many cases, the application photos are manipulated extracts from existing pictures. Use the editor to apply contrast, weight and colours. You may also apply moderate amounts of blur filter to achieve the requested result.

Examples

Product photos


Photo example



User/Model photos


Photo example



Application photos


Photo example

Back to


Contact us

Related downloads