Volue Brand Images – Overview
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Photography
Brand images are our signature photos. All brand images should have a clear focus, and communicate the essence of our brand. A single image cannot convey our entire brand story by itself, but all images should align with our brand.
Brand Images
Our brand images are divided into three levels, each highlighting different qualities and strengths of the Volue brand. We have also defined guidelines specifically for photos of people, as it is our people who make Volue the company it is.
The following guidelines should be used to ensure a common style across all our brand images.
Visual style:
- Clear and natural colours
- Good contrast
- Simple, clean, majestic composistions
- Focus on details, patterns and texture
- Consider how an image should be cropped
- Reflection of the brand colours in images
- A good mix of close ups, aerials and totals
- A good mix of various weather conditions
Quality:
- High photographic quality
- High relevance to what they are used for
- A single focus in each image
Level 1: Overview
Brand images Level 1 are selected photos of high quality, reflecting the Volue brand and our purpose. The images represent an overview of data, seen in an organic context of nature, sustainability and forces of nature – expressed with calmness and simplicity.
Level 1 images should be used to communicate about Volue overall and in general, and are not specified or assigned to one certain product family or business area. We use these images e.g. as hero images on our website, as cover photos on social media and cover slides in presentations, and for events and promotional material.
Level 1 are images we proudly apply our logo and vision to; for our brand to shine.
Level 2: Themes
For brand images level 2 it is important to retain the same qualities as in level 1, but the motives are more specific; to communicate certain themes, business areas or environments.
These images are not intended to be used as backdrop for our logo or text. Theme images are to support text and concepts in presentations and on the website, as well as in written communication. Thus we can go closer in on the details with these motives. Theme photos are a collection of images communicating our products and services in energy, power grid and infrastructure in a more direct matter, as well as the volatile natural environment we’re surrounded by.
Level 3: Product
These images, of our products; software, systems, equipment and services, should be clean and crisp, focusing on the details and excellence of our operations and technology.
Rather than endless amounts of screenshots of software and analytics, we should aspire to present our products in real-life context, with people or on location, to show the service and value we provide to our customers.
The images below are just for reference. We cannot use these images, but they should be an inspiration for how we should photograph our own products and services.
People
Photos of people should convey trust, accountability and a united culture. The images should show our employees in their natural work environments, with a passion for what they do.
Work life and Careers
The photos of our work life should represent our diversity and show the everyday life at Volue from our different business areas, work environments and career paths.
The photos should be of our employees at work, communicating and cooperating together; preferably in groups both up close, and at a distance.
The photos should be photographed in natural light, and in authentic work conditions.
The images below are just for reference. We should not use these images, as we should use photos of our own employees – but see these as an inspiration for how we should photograph our own people.
Portraits
Portraits of the employees should appear natural, yet professional.
They should be photographed in natural light, with the person in focus, and the background blurred. The images should be in full color, with clear, natural tones.
The person should be standing and in natural posture, and be happy, without smiling too much. They should wear formal attire, but not too formal – what they like to wear to work when they want to feel nice.
When photographing, the person should be placed approximately centered in frame, and and have the photo taken from the hips and up. Make sure it is enough space around the person so that the picture can be cropped in different formats as might be needed later on.
The portraits below are for reference only.
Incorrect use
Imagery is an important asset for our identity, and it is important that we use images properly. All images should align with our brand.
Here are some examples showing images we need to avoid using.
Do not use collages of photos nor visual graphics. They are unrealistic and messy – and a cliche for communicating finance- and tech-related themes, with total lack of character and brand personality.
Avoid using generic computer-made images of any element. They are unrealistic and messy – and a cliche for communicating finance- and tech-related themes, with total lack of character and brand personality.
Do not try to artify images using long exposure or other techniques. Our brand images should be natural and authentic.
Do not overlay images on top of each other, nor make messy collages without a clear focus point.
Do not use images with long exposure, nor blending lights burning out colours. We also prefer images with texturized water surface, and not glossy reflections.
Do not use images captured with long exposure.
Avoid images of overly high contrast, saturated colours, and messy compositions. Our brand images should be natural and simplistic.
Do not retouch images mixing between greyscale and colours, nor apply any overly retouched effects.
Avoid using cliché green energy images where everything is too perfect. We should use natural, authentic images.
Avoid using touristified images with superficial effects.
Do not use images with overly adjusted saturation.
Avoid images with overly dramatic contrast.
Do not use stock images of people. We should only use images of people actually working at Volue. It is vital for authenticity and credibility.
Avoid images with white background; images should hold an edge if placed on white.