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Images

Imagery is an important and powerful element in our brand. The use of creative photography and illustration in our visual communications will help to capture the imagination of our various audiences and develop a distinctive personality.

Although different imagery will be appropriate for different audiences, in general we should aim to use photographs and illustrations that are:

  • contemporary;
  • involving;
  • appropriate;
  • professional in appearance; and
  • communicate the spirit of the organisation.

Wherever possible, use a single image that communicates a clear message rather than multiple images. This creates greater impact and is more memorable. Collages and montages are not appropriate for the HSE or HSC brands.

Photography and illustration can be used to inspire our audiences, by using interesting details, crops and angles to maximum effect.

Visual metaphors are often more powerful than literal images.