Photography

Good photographs give an interesting glimpse of real moments, which is why they attract attention

Photos are an important tool for us to communicate our brand’s performances and values on an emotional level. The interaction of a clearly defined image style with other core elements of our corporate design enhances the distinctive appearance of the BASF brand.

Content

On this page you can find the following topics:

Photo style

The following criteria will help you to evaluate and determine the layout, design and technical parameters of an image. The more criteria an image meets, the more effective it will be in enhancing the recognizability and aim of our brand.

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Natural lighting

Lighting without alienation: naturally seeming light.

Clearness

The message of the image is clear. The subject is in focus and the background is simple. Concrete, relevant details are appropriate for visualizing the content.

Perspective

An interesting and extraordinary perspective will help to spark curiosity in those who see it.

Authenticity

Photography should be ‘reportage’ in style – real life, real world situations captured in a natural way.

Sharpness

Clarity of details in an image. The more details could be distinguished, the sharper the image is.

The subject is clear and precisely focused. Blurred image parts will enhance the effect of the subject.

Contrast

The difference in bright and dark colors in an image.

The images have high contrast.

Colors

The colors in the images are realistic. Natural and saturated colors are important to achieve this.

Integration

The integrated usage of the corporate colors in combination with colorful pictures intensifies the impression of a photo and its reference to the brand BASF.

Motives

Ortosole is a farm in the north of Rome, specialized on vegetable production and a role model for the successful combination of modern and sustainable farming methods.
Ortosole is part of the Farm Network, a partnership initiated by BASF. The family exchanges knowledge, tests and evaluates ideas with agriculture and nature conservation experts who are also part of this network. Together, they have developed and improved a biodegradable mulch film to keep competing weeds and water management under control.
From sowing to harvest, the family Tiozzo closely monitors the development of all plants.

Products

Use dynamic crops and a variety of angles.
Portray unusual and innovative subject matters.
Use reportage style to show contexts.
Use close-up photos to show details.
Use microphotography for microscopic content.

Neue Acetylen-Anlage am Standort Ludwigshafen

People

Locate the person in his/her natural environment.
Consider the location carefully, whether an interior or exterior shoot is more appropriate.
Explore unexpected angles, focal areas and crops.
Try to capture intimate and personal moments.

Environment

Experiment with juxtapositions of scale.
Emphasize the special situation.
Use warm color tones.

Technologien and plants

Show the object, for instance a laboratory or plant, in its true form and real surroundings.

Retouching

Is possible to some extent, but must not run contrary to the realistic, reportage photo style.

Cropped images

In principle, cropped images are possible. However, depending on the context they can distort the message you want to convey with the picture. Therefore, we advise not to use cropped images on cover pages or communications material of similar significance.

Photo format

When you choose the format for digital media please bear the following in mind:

Commissioned photo shoots

The final result must contain more than one image. Consider different formats for different applications. Provide original images – not cropped images. Always show a product or person in relation to the surroundings. Background material around the subject is required for various formats to avoid retouching.

Stock imagery

Many image banks offer the same image in different formats, e.g. portrait, landscape etc. For some BASF publications it is essential to use exclusive imagery. For this reason, please choose high-profile image banks. They offer a service which excludes other companies from using the same images.

Already existing images

If none of the two options above are available, the image format may be altered by retouching, e.g. extending the background. Alternatively, use a crop of the image to the right format.

Don'ts

Motives must not include:

Discriminatory presentations
Sexist content (e.g. offending the intelligence of women, or portraying the female or male body in a provocative way);
The killing of animals, even if they are “pests”, or dead animals
Illustrations of weapons, fighter jets etc.

And any other content which might jeopardize the intended perception of our corporate brand.

Avoid obvious effects caused by image processing and retouching.

Use candid photos of authentic people.

Our images should be realistic and credible.