Choosing the right image July 2015

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1 Choosing the right image July 2015

2 Contents 2 03 Abstract expressive 04 Intriguing narrative 05 Selecting your image 06 A quick exercise 08 How to use your image 11 Our global image library 12 Key contacts 13 Our imagery plays an important role as part of our visual identity. It s through our imagery that we are able to express ourselves, be thought provoking, artistic and present communications that look and feel authoritative and intelligent. It helps position us as the world s most advanced law firm. These guidelines will help you to better understand the rationale behind our imagery and assist you in choosing and using the right image for your communications.

3 3 Images should be compelling, intriguing and suggestive of advanced thinking To help simplify our process for choosing images, we have developed two distinct categories: Abstract expressive Intriguing narrative

4 4 Abstract expressive These are abstract expressive images. We use images like this to be bold and creative without being tied down to portraying a literal message. They allow us to portray our brand message of advanced and they often reference high culture or the arts. Suggestive of advanced thinking Collaborative detailed global practical Commercial Experience Heritage Regionally specific Confident Flux/Change Innovative Simple

5 5 Intriguing narrative Choosing an image for this category obviously depends on the subject matter that you are illustrating. The first image could depict being poised and ready to cut, sharp and to the point. We use this type of imagery to represent the content of our documents more literally but always in an interesting and intelligent way. Suggestive of advanced thinking Collaborative detailed global practical Commercial Experience Heritage Regionally specific Confident Flux/Change Innovative Simple

6 6 Selecting your image To help you choose or approve your image we have developed this simple process. A process for defining appropriate imagery Abstract expressive Intriguing narrative Strong/eye-catching Cover shots for publications Lead shots for articles Demonstrate: Reference: Illustrate: Intent: Advanced thinking Skill and expertise Brilliance Achievement High culture The arts Corporate red A concept or an argument A point of view Intelligent thinking Makes you think laterally Not the obvious choice Intriguing Does your image meet these criteria?

7 7 If you re still not sure, refer to the overarching principles for imagery and ask yourself, is my image: Bold Impactful Intelligent Independent Debatable

8 8 A quick exercise: U.S. office brochure The obvious choice: The first thought would be to use an obvious landmark. Avoid clichés. As an American you would probably think these images were for tourists and not really suggestive. They don t imply advanced thinking as it is the first thought that comes into your head. Abstract expressive This image is intriguing and unexpected. Is it a huge piece of public art? Is it an expression of togetherness? Does it suggest strength? Or continuity? This image is questioning and suggests advanced thinking. United States The obvious choice United States abstract expressive United States intriguing narrative Intriguing narrative This image is of a sculpture in New York, and is intriguing as it offers the unexpected view. It is suggestive of strength, heritage and culture.

9 9 A quick exercise: Energy brochure The obvious choice: Despite being an attractive shot, the subject matter is very obvious and would most likely have been seen many times before by people working in this sector. Abstract expressive A fun, colourful image of a spinning top. Unexpected, intriguing and subtly linked to the topic of energy. Intriguing narrative This stylised image of umbrellas was chosen to represent the topic/theme of the document: our unique, stand-out service in this sector. The obvious choice abstract expressive intriguing narrative

10 10 A quick exercise: Oil & gas practice brochure The obvious choice: A completely literal and obvious choice oil drums. This shows no imagination and suggests nothing about the content of the document other than the fact that it s about oil. Abstract expressive This fascinating abstract shot is suggestive of oil as it appears in water but is far from obvious. Oil & gas practice Oil & gas practice Oil & gas practice Intriguing narrative Suggestive of the pressures and strains within this industry. Shows insight and understanding. The obvious choice abstract expressive intriguing narrative

11 11 choosing the right image How to use your image 1 B C Cover styles for using imagery Relationship statement cover There are a choice of cover styles available, providing a solution for any eventuality. They can be categorised into three distinctive styles: Sub-heading to go here sub-heading here Company Name Standard. This is the first choice and will be seen as the norm in terms of cover choice across our documentation. 2 Bleed. This is an option for more high-profile documents and brochures to give them added impact. We use the image placement differently to add greater emphasis or further enhance its visual interest. Literal image mask cover October 2014 Standard cover January 2015 Mask. For occasions when you feel that you must have a literal image for your document. The image should still support the overarching principles (bold, impactful, intelligent, independent). The mask allows a bleed image to be framed in a consistent manner. Credit Suisse EMEA Relationship Summary Literal image mask cover October 2014 Solid panel covers may also be used incorporating a solid palette colour but are more commonly used in Word documents. Standard cover January 2015

12 Our global image library 12 Global image library Why risk it? For peace of mind, use the global image library The global image library can be found on the brand guidelines intranet site or via EPiC. There are four main categories: Abstract expressive Intriguing narrative Sector and practice imagery Fee earner portraits 1 B 1 Each category contains a number of collections with multiple images in each. The image is shown as a small square thumbnail. Newer collections appear at the top of the page. C B A larger preview of each image can be viewed by clicking the relevant image thumbnail. C To download, right click the large image, open in new window and then right click and choose to copy or save. D D Alternatively you can use the image reference in your job request.

13 Key contacts 13 For advice regarding our brand, its visual identity and how to implement it, or to obtain design templates, please get in touch with the relevant contact on this page. Brand & Design For any query on the guidelines, templates, maps or imagery and advice on global strategy, positioning, advertising and sponsorship decisions. The Bridge Tel To schedule a work request. Brand/Guidelines/AO_image_guidelines_July2015/03/12/15

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