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Photography

Guidelines
Worldwide reach Human touch

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Contents

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Building our brand, one picture at a time

International SOS Photography Guidelines

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Understanding and ideally combining


images Rational and Emotional impact

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Brand Imagery Evaluation Filters


Emphasis on Rational: Logistics,
Remoteness, Expertise
Emphasis on Emotional: Human touch,
Care, Protection
Emphasis on both Rational and
Emotional Attributes
Strength on both Rational and
Emotional Attributes

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Image Dos and Donts


Evacuations
Assistance Centres
Prevention and Security
Clinics
Medical
Remote Sites and Community Health
Location and Content
Technology
Illustrations of Donts and
other photographic mistakes

Be demanding on aesthetics and


content values

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Do not compromise on image quality


Show the realities of our global business
and people

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A. Poor picture quality


B. Boring or uninvolving scenes
C. Unappropriate medical care illustrations

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Contact

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Building our brand, one picture at a time

International SOS Photography Guidelines

Photography is a critical element of both short-term information,


story-telling and long-term brand building.
Each image used in our print or online publications should be
considered as both a visual illustration of the depicted project,
service or activity, and as an element contributing to the overall
perception of our brand.
Therefore, when selecting or producing a photograph,
it is important to consider its quality and relevance on both
levels, and whenever possible to match the project illustration
objectives with the reinforcement of our desired brand attributes.

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Building our brand, one picture at a time

Through the illustration of our


geographical footprint, operations,
people, services and products,
any selected image should ideally:
Reflect one or several of our four
brand values:

PASSION

EXPERTISE

International SOS Photography Guidelines

Build on our brand attributes:


High quality, recognised experts,
global presence and scale, innovation,
intelligence and breadth of services.
Enrich our brand personality:
Passionate, caring, human,
compassionate, responsive, courageous,
smart, partnering, entrepreneurial,
pioneering, professional, successful
and ambitious.
Contribute to one or both promises
of our tagline:

Worldwide reach Human touch


RESPECT

CARE

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Understanding and ideally combining images


Rational and Emotional impact

International SOS Photography Guidelines

Beyond the relevance to the illustrated project, photography


has a stronger impact if it manages to be graphically qualitative,
interesting in substance and/or emotional. It should address
the Eye, Head and Heart of the viewer, as a professional target
and a human individual.
The most powerful images reach on both rational and emotional
levels. Our images should be strong at least on one or the other
dimension, but the best ones can work on both, as per the
examples over the next few pages.

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Understanding and ideally combining images


Rational and Emotional impact

International SOS Photography Guidelines

Brand Imagery Evaluation Filters

Rational

Emotional

Worldwide reach

Human touch

Photography

Expertise

Services

Passion

Respect

Care

Empathy

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03

Understanding and ideally combining images


Rational and Emotional impact

International SOS Photography Guidelines

Emphasis on Rational: Logistics, Remoteness, Expertise

Rational

Emotional

Worldwide reach

Photography

Expertise

Services

Passion

Respect

Care

Empathy

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03

Understanding and ideally combining images


Rational and Emotional impact

International SOS Photography Guidelines

Emphasis on Emotional: Human touch, Care, Protection

Rational

Emotional

Photography

Expertise

Services

Passion

Respect

Care

Empathy

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03

Understanding and ideally combining images


Rational and Emotional impact

International SOS Photography Guidelines

Emphasis on both Rational and Emotional Attributes

Rational

Emotional

Photography

Expertise

Services

Passion

Respect

Care

Empathy

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03

Understanding and ideally combining images


Rational and Emotional impact

International SOS Photography Guidelines

Strength on both Rational and Emotional Attributes

Rational

Emotional

Photography

Expertise

Services

Passion

Respect

Care

Empathy

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04

Be demanding on aesthetics and content values.


Do not compromise on image quality
From a graphic standpoint, it
is important for our imagery to
be of a high standard. Today,
everyone can take good quality
and high resolution pictures
with professional cameras or
even smartphones, but
International SOS photography,
whether generated in the field by
employees or by commissioned
professional photographers, should
respect high quality standards
to reflect our brand attributes.

International SOS Photography Guidelines

We aim to be associated with


professionalism and expertise, and
its visual representation needs to
project the same level of excellence.
Favour balanced, graphic, or
close-up image composition
Prefer bright and natural lighting
Avoid (or correct) excessive blue or
yellow indoor light and unnatural contrasts
usually caused by flash use
Use sharp images
No blur except when relevant for action
scenes or subject dynamics, or when
theres deliberate focused vs. unfocused
depth-of-field contrast to isolate subject
Provide enough resolution for diverse
media usages (online and offline/print)
Generally a digital file above 1MB is
required for small print usages. 4MB to
6MB jpeg high resolutions are preferable to
support all media. They can be downsized
for online usage

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04

Be demanding on aesthetics and content values.


Show the realities of our global business and people
We are experts in the prevention and
handling of medical and travel security
risks and dealing with the everyday
associated issues of our clients. Our
image is therefore anchored around
our ability to manage difficult real life
situations and human interactions on a
global scale.
Our credibility stems from genuine
illustrations of character, expertise,
humanity and use of technology,
not from imaginary, symbolic or fake
representation of our activities or those
of our clients. We therefore need our
imagery to be as close to reality as
possible (taking into account legal,
property and ethical constraints), in
order to demonstrate the effectiveness
of our action.

International SOS Photography Guidelines

Use images with rational and/or


emotional substance or impact
Diverse geography, ethnicity, gender,
age of personnel and customers
Show real people, real situations,
whenever possible
Only use stock imagery to illustrate our
core services and activities when you
have determined that no relevant company
-owned images are suitable or available
However, stock imagery is a good option
for illustrations that are out of scope
of our core activities or too costly to
produce, such as conceptual images,
travel destinations and customer lifestyles

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05

Imagery Dos and Donts


Evacuations

Do
Be as true and close to the action as possible
Feature the activity and effort that goes into the operation both on and behind the scenes
Be comprehensive in scenario, employees and equipment, even for a mock evacuation

Show interaction between patient and medical employees, and the patient and doctors
faces to communicate emotion and engagement
Look for action and movement shots

International SOS Photography Guidelines

Dont
8 Look staged and contrived
8 Be too far from action, except
to include planes or important
background (eg. airport, oilrigs)

8 Be static
8 Emphasise equipment over
people

8 Show patient in gruesome


condition

Put medical gloves on employees handling or treating patient


Important Reminder:
If you have commissioned a
photo shoot, please remember
to get a model release contract,
which should be signed by
all who appear in the pictures,
be it participating employees
or external models. A copy of
the contract can be obtained
from the Marketing Hub platform.

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05

Imagery Dos and Donts


Assistance Centres

Do

International SOS Photography Guidelines

Dont

Show operators and doctors focused on solving caller/customer issues

8 Use overdramatic and tense

Show them smiling or concentrated in a reassuring way

8 Suggest casualness and lack

Show diversity of employees to illustrate the global nature of our operations


Mix high tech equipment with human presence
Use modern and tidy background
Show collaboration between operators and Assistance Centre supervisors or doctors

images
of engagement

8 Show technology equipment


on its own, without personnel

8 Show outdated IT equipment


(boxy screens, BlackBerrys
old computers, etc)

Important Reminder:
If you have commissioned a
photo shoot, please remember
to get a model release contract,
which should be signed by
all who appear in the pictures,
be it participating employees
or external models. A copy of
the contract can be obtained
from the Marketing Hub platform.

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05

Imagery Dos and Donts


Prevention and Security

Do

International SOS Photography Guidelines

Dont

Show employees engaged in interactive prevention planning

8 Show clinic building without

Project experience and expertise

8 Show a cold or poorly

Incorporate details suggesting geographical/travel concerns


Use IT room equipment to show state-of-the art global communication reach

International SOS branding


maintained environment

8 Show patient or doctor in


an overly concerned manner

8 Use images without interaction


between employees and patient
or employees engagement

Important Reminder:
If you have commissioned a
photo shoot, please remember
to get a model release contract,
which should be signed by
all who appear in the pictures,
be it participating employees
or external models. A copy of
the contract can be obtained
from the Marketing Hub platform.

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05

Imagery Dos and Donts


Clinics

Do

International SOS Photography Guidelines

Dont

Show the clinic in action or being used by employees or patients

8 Suggest casualness or lack

Focus on the more attractive and modern part of the clinic

8 Show dark rooms or ambiances

of focus


When showing treatment, focus on the caring aspect of the interaction rather
than the actual treatment
Represent the treatment in a warm and reassuring way
Show a modern, clean and tidy environment
Show suitable company signage/branding on the exterior
Important Reminder:
If you have commissioned a
photo shoot, please remember
to get a model release contract,
which should be signed by
all who appear in the pictures,
be it participating employees
or external models. A copy of
the contract can be obtained
from the Marketing Hub platform.

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05

Imagery Dos and Donts


Medical

International SOS Photography Guidelines

When featuring medical employees at work, it is important to get across the teamwork and
commitment involved in their activities, at all levels of the treatment chain, from clinic reception to
actual care.

Do

Show medical employees working closely together and interacting in a caring
way with the patients

Use visual clues like medical equipment to tell the story, rather than showing a large
medical environment
When showing treatment put the emphasis on the caring aspect of the interaction

Ensure medical employees are appropriately equipped, dressed, and wearing gloves
if providing treatments

Dont
8 Show clinic building without
International SOS branding

8 Show a cold or poorly


maintained environment

8 Show patient or doctor in


an overly concerned manner

8 Use images without interaction


between employee and patient
or employee engagement

Consult a nurse/doctor to make sure that the medical equipment is being correctly used
Important Reminder:
If you have commissioned a
photo shoot, please remember
to get a model release contract,
which should be signed by
all who appear in the pictures,
be it participating employees
or external models. A copy of
the contract can be obtained
from the Marketing Hub platform.

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05

Imagery Dos and Donts


Remote Sites and Community Health

International SOS Photography Guidelines

When showing shots of our employees in the field, it is important to communicate


the caring nature of their activities and integration within the community.

Do

Show them interacting with patients, either through examination or conversation
Show their faces and the faces of those who are helping, preferably smiling
Prefer close-ups and facial expressions over large framing

Try to include our brand as a sign or badge
Focus on the caring and not the actual problem

Dont
8 Show no interaction
8 Put physical and emotional
distance between workers
and patients

8 Show anonymous unbranded


employees

8 Use large image crop


around subjects

Important Reminder:
If you have commissioned a
photo shoot, please remember
to get a model release contract,
which should be signed by
all who appear in the pictures,
be it participating employees
or external models. A copy of
the contract can be obtained
from the Marketing Hub platform.

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05

Imagery Dos and Donts


Location and Content

Do
Use images that clearly and qualitatively identify the reality of place/country/landscape

Preferably include human element (not necessarily identifiable) to characterise the
environment

Adopt the right framing to clearly identify location or type of activity site. Too close
might not be clear and too wide unspecific

Whenever possible use company-owned images, but stock imagery can provide an
easier and more professional looking option in the case of travel and geography illustration

International SOS Photography Guidelines

Dont
8 Use boring location or scenery
images

8 Be over-stylish or polished.


Prefer reportage and editorial
feel to a glamorous creative look

8 Use images that are for


decorum and not relevant to
the professional risks or travels
of our clients

Important Reminder:
If you have commissioned a
photo shoot, please remember
to get a model release contract,
which should be signed by
all who appear in the pictures,
be it participating employees
or external models. A copy of
the contract can be obtained
from the Marketing Hub platform.

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Imagery Dos and Donts


Technology

International SOS Photography Guidelines

State-of-the-art communication technology is an important element of our credibility as a global


assistance services company. But it should not be overshadowing the human touch aspect of our
business, and should always be put into its usage and service context.

Do

Show technology being used by our employees or in the background of their
day-to-day work

Dont
8 Show high-tech equipment for
the sake of technology, without
human presence or usage


Ensure the people using technology look like real people in real situations, making a
natural use of the equipment
If the technology dominates the image it can be played down by throwing it out of focus

Important Reminder:
If you have commissioned a
photo shoot, please remember
to get a model release contract,
which should be signed by
all who appear in the pictures,
be it participating employees
or external models. A copy of
the contract can be obtained
from the Marketing Hub platform.

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Illustrations of Donts and other photographic mistakes


A. Poor picture quality
01

02

International SOS Photography Guidelines

03
A. Poor picture quality
01. Under-exposed or dark
indoor images
02. Unfocused (blurry) or poorly
flashed (shadow)
03. Yellow lighting, over-saturation,
or flashy colours

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Illustrations of Donts and other photographic mistakes


B. Boring or uninvolving scenes
01

02

International SOS Photography Guidelines

03
B. B
 oring or uninvolving
scenes
01. Subject too far (often involving
wide angle lens)
02. Over-staged (unrealistic) or
contrived (unnatural) scenes
03. People photographed from
back or uninteresting angle

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Illustrations of Donts and other photographic mistakes


B. Boring or uninvolving scenes
04

International SOS Photography Guidelines

05
B. B
 oring or uninvolving
scenes
04. Premises, technology or
medical equipment without
human presence
05. Lack of involved interaction
between doctor and patient
or employees

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Illustrations of Donts and other photographic mistakes


C. Unappropriate medical care illustrations
01

02

International SOS Photography Guidelines

03
C. Unappropriate
medical care
illustrations
01. Revealing patient details
(identity, treatment date/
location) without clearance
02. Appearance of confusion
03. Patient left unnatended
or exposed

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Contact

International SOS Photography Guidelines

If you have any questions about our guidelines, or are


unsure about any photography that you may wish to use,
please get in touch:
Anita Lynch
Group Brand Manager
International SOS
T: +44 (0)20 8762 8488
M: +44 (0)7408 875 651
E: anita.lynch@internationalsos.com

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