Image tonality

Basic principles

• Convey a genuine story, capture a moment in time.
• Place the product in a setting that creates exciting associations.
  
• Settings can be anything from city and urban life to countryside and nature.
  
• Capture elements of nature and life, for example the ocean, trees, people and movement.
  
• Demonstrate our role in the bigger picture by including passengers or bystanders in the scene as well as.
  
• If possible, show Volvo products in collaboration.
  
• When portraying scenes that indirectly affect people’s lives, in rural areas and nature imagery, human presence is not necessary.
  
• Reflect reality in an authentic and credible way, never greenwash or exaggerate social and safety benefits.

These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot.

Basic principles 

• Portray colleagues over models (and make sure to secure their consent).
• Close in on the people portrayed, but still make sure to capture the context and environment.
• When we portray people looking directly into the camera, we keep it natural and spontaneous to capture the feeling of a “moment in time.”
• In images of moving products, audiences can still catch a glimpse of the operator or driver.
• Steer away from busy images/backgrounds to avoid distractions, but never use cut-out images.

Corporate portraits

• Use natural light, such as windows for soft shadows and natural colors.
• Use a short depth of field. Consider the angle and shoot straight ahead, not from below or above.
• Note that these rules do not apply for portraits in for example magazines.

These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot.

Basic principles

• Depict a clear source of light, preferably capturing “the magic moment” of a day.
• Take advantage of natural light sources such as windows or use an outdoor setting to catch warm, natural light.
• A clear source of light isn’t limited to natural daylight. It can come from headlights, street lamps or other adequate sources of light.
• Shots taken of product interiors should have a warm feel, with an abundance of light.
• Ensure that the light source adds a warm feeling even in industrial or “grey” environments.

These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot.

Basic principles

• Show the products hard at work in their authentic environments. Products should be clean but when it supports the authenticity,
  it is okay for products to be dirty.
• Include human presence with people who fit naturally within the setting. They can be operators, drivers, worksite colleagues, passengers or bystanders.
• Provide a broad perspective – always try to tell a story with the picture.
• Use clear, warm light and dynamic angles to portray details and features in a premium and contemporary way.
• Choose images of products in action. Avoid closely cropped product images.
• Showcase products at their best. Capture the very best angles that highlight unique features and brand-specific details.
• Simplicity. Choose the right objects to portray visually, and avoid objects that aren’t interesting to look at. Look for simple, strong backgrounds that do not divert attention from the products.

These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot.

Basic principles

Products in studio

• Use a soft, warm, light that makes materials and textures feel real, authentic and distinctive.
• Use dynamic angles to emphasize the unique design features, appealing shapes and details.
• Product shots should include a light drop shadow to prevent the product from "floating".
• The products are polished and clean to present an air of high quality.

Products – details/features

• Select features and details that send the strongest innovation message and zero in on unique technological solutions.
• Highlight the most visually appealing, and brand-distinct, design features.
• Ensure that the details and features we portray are always clean and in top condition.
• Consider how human presence can be conveyed in the picture.

These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot.

View Volvo Experience and Identity Guideline