Keep imagery real and grounded in authenticity, similar to
reportage photography.
Keep a simple composition.
Endorse simple geometry, symmetry and visual balance.
Use natural light, saturation and contrast in the photos.
Our imagery selection should cater for different geographies,
for identification purposes.
Ensure readability if you
place text on top of imagery or video.
Do not use AI generated images and video of people (individuals as well as groups of people).
Do not use b/w photography (unless it serves a historical purpose).
Never use coloured filters (or any other filters) on top of imagery and footage.
Never place a coloured overlay on imagery and footage.
Be respectful: Don’t place text or graphic elements on top of people’s faces.
Product brands, clinical trials and corporate areas are not allowed to use each other’s photos.
All photos should have a caption (exceptions: small formats such as thumbnails, social media posts etc. and websites due to responsiveness).
Use photo captions for signature images to accentuate the element of authenticity.
For patients, write full name and disease type.
For employees write full name and title.
Feel free to add country.
Place in any four corners and use either True Blue or white. Either next to the image frame or inside it.
For photo mosaics write one caption covering all photos.
The caption should always be visible and readable.
We crop for a distinct expression, for focus and for simplicity in
composition. Crop images until no superfluous visual information is
left. Letterbox, square, rectangular; any ratio will do.