Photography

Photography Overview

There are four categories of images that are recommended for the ASRaymond Brand:

• Brand Images

• Products and Application Images

• Industry Photos

Each area has its own specific guidelines and style below.

Brand Images

ASRaymond brand images consist of stylized, abstract photos as well as lifestyle portraits, and should all set a tone of high standards and quality.

Abstract

The abstract photos feature close-up shots of products and applications. These images are not to convey product details but should be seen rather as textural graphic elements. They should either be sharp, full-color images or stylized with ASRaymond brand colors.

Lifestyle

The lifestyle images should highlight ASRaymond innovators – both internal engineers as well as external users. The portraits should be candid and show the innovator in their environment. The lighting should either be naturally bright or stylized with ASRaymond brand colors as shown below.

Product and Application Images

For both the product and application images, the images – photorealistic 3D renders or photography – should follow an intentional tone. The images should be high-contrast, sharp, neutral-hued, and minimal, with the product at the focus of the composition. Products should never be "floating," they should always be shown on a surface with a shadow, or oriented in an application.

Industry Photos

ASRaymond serves a vast range of industries. When using photos to represent these industries, the images should be elevated snapshots with an emphasis on a striking composition. Focus on limited, quality industry photos over quantity – one powerful hero image is the priority.