Corporate Brand Guidelines - Photography and Illustration

Photography is an important element of our visual style. It reinforces our brand values and helps to make the Shire personality visible.

The principles set out in the front of these guidelines should be part of every photographic brief:

• be bold
• always real
• make it approachable
• get vocal
• feel exciting

This applies even if you are looking to use stock photography. Some principles will be more relevant then others depending on the context.

Here are some more specific points to keep in mind:

• patients should be shown in a natural way, looking happy and healthy, leading better lives
• use a reportage 'capturing the moment' style as they go about their daily activity
• Shire people, physicians and other specialists should also be shown in reportage style in a setting relevant to their role
• diversity of race, age and gender should also be kept in mind

Where to go and who to ask for help

We have a growing library of images that you can access, or if you want some advice contact the Corporate Communications team.