Tone
simple | optimistic | engaging | diverse | informative | fun | accessible
Our photography should represent the people, places and stories of our customers. Photos should be purposeful, driven by content and used to reinforce a concept or idea. They can be close-up, detailed shots or scenes captured from a distance.
GENeral photo guidelines
Select photos that feel natural and authentic
Do not select photos that appear posed or staged
Select images that are unique and feel like part of a narrative
Do not select images that are generic and cliché
Illustration & Icon Guidelines
Illustrations and Icons are supportive elements used to highlight content and to help tell the story. They can be used to break down information, establish a hierarchy and make content easy to scan.
ICONS
The current Font Awesome library should be used to convey a visual point/highlight to the layout.
Using FontAwesome (FA) in both print and digital applciations brings cosistency. When laying out materials, it is important to use the font version of the icon instead of creating a graphic version to place into the file. This ensures scalability and ease of change should a swap be needed.