Sasol Ci Manual - Other - Page 37
5 IMAGERY 5.3 PHOTOGRAPHIC IMAGERY
SASOL CI MANUAL
5.3 Photographic imagery
Keeping our visual tone of inspired, confident and
approachable in mind, our photographic images must
be bold and engaging in order to bring this tone to life.
In general
People
Composition
•
When taking photographs of our
people, the images should capture
the following:
• Use depth of field, perspective and
interesting angles to draw the viewer
into the moment being captured.
• How we use innovative solutions and
talented people to create opportunity.
• Clear/sharp focus on the subject matter.
In order to capture genuine emotion,
images must look captured not
composed (real, not staged,
posed or fictional).
• Images of people must feel optimistic,
aspirational and purposeful. Their
depiction may not be dark, somber
and depressing. Our images must
be alive and dynamic.
• Avoid images that look like stock shots.
Steer clear of visual clichés and over
exaggerated emotional states.
Facilities
At Sasol, we have world-class, leading
facilities. As such, our depiction of them
must inspire. They should be captured as
impressive, sweeping, dramatic, engaging
and imaginative shots. Early morning
and night shots are recommended.
• How we work in partnership with each
other and with others to identify the
best possible solution for any
given challenge.
•
How we respect people and human life.
We are a company that is intricately
linked to the communities that we work
in. In order to inspire confidence within
these communities, and with the
companies and stakeholders we deal
with, we need to be an empathetic
and transparent brand. Images must
reflect the diversity of the region.
• When selecting/shooting images for
an application, consider the following:
- Is the medium(s) in which the
photograph may appear landscape
or portrait in orientation, or both?
- The various typographic and graphic
components that will co-exist with
the image e.g. ensure there is
enough space and visual contrast
for a headline to be placed.
Colour
• Our images must be full colour and
vibrant with a bright tonal range;
avoid muted colour palettes.
Safety
As we are committed to zero harm,
all safety procedures, equipment and
apparel must be strictly accurate when
shown visually.
Ensure that a safety representative
is present when doing a shoot.
Logo
The correct Sasol logo must appear
on all equipment and apparel.
Flipping images
Be aware when flipping images that
logos, words and information are not
reflected or mirrored.
Intellectual property
Ensure when images are being taken
that no confidential information is
being jeopardised.
• Since we are a global organisation,
our images should reflect our global
diversity where possible.
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