People, passion and performance are integral to the Chicago Pneumatic brand. So the visual aesthetic of our images must convey power and passion. Images must come across as authentic and assured and must focus on the essentials. The images should be carefully composed, and they should not look staged.
The environment in the image must come across as natural. This paves the way for the creation of images that are high quality and emotionally charged. The images must move and attract the viewer while also expressing our bold, sophisticated and passionate attitude.
Image style
High-contrast, grayscale images with a dash of Chicago Pneumatic red is a strong identifier of the Chicago Pneumatic image style. Taking it to the next level, the new guidelines will focus on people sharing a passion for performance.
Photoshoot styleguide
Attitude
Bold | Passionate | Approachable | Optimistic
People
Confident | Diverse | Expert | Proud | Interactive
Places
Global | In-field
Light and contrast
Natural | Pleasant | Exciting
Composition
Realistic | Dramatic angles | Engaging | Performing | Descriptive
Details
Focused | Accurate | Appealing
Application images
These images feature people in their work environment or people using our products in their work environment. The image should be in grayscale, and there must be a dash of red on the product or any other object (for example attire) as part of the design.
Work environment images that feature people in their work environment are preferred for the cover. Cover images are used on the front covers of all communication material, landing pages and social media pages as well as website banners.
Work environment images may either be generic or depict actual work settings. Treatment will vary accordingly. Note that the application images (depicting actual work settings) will be available in the gallery; generic stock images will need to be purchased according to the requirement.
- While showcasing products, try and include relevant human elements rather than just the products.
- While featuring employees, we need to convey happiness, passion, excitement, diversity and determination in sync with our culture.
- Show collaboration/partnership/interaction.
- The focus should be on people as well as the background that shows the work environment or the relevant context.
- There should be depth of field.
- Work with creative angles/light/depths.
- We need to show diversity among people.
- Always follow the highest legal guidelines relating to safety and protective equipment.
- The Chicago Pneumatic brand image style is preferred for main collateral like brochure covers and posters; other images like application photos can be used as they are.
Conceptual images
Conceptual images feature people, objects and nature in a variety of scenarios and industry-specific situations. Conceptual images are used to show how our products add value to life.
- The images should be in grayscale, and some part of it should be highlighted in Chicago Pneumatic red (red should take up a maximum of 30% of every image).
- Depict various scenarios featuring industry, people, objects or nature.
- The images should be realistic; avoid abstraction.
- Always work with creative angles and depths.
- The Chicago Pneumatic red must be applied consistently in each image.
- Always follow the highest legal guidelines relating to safety and protective equipment.
- While buying stock images, make sure that you acquire the right licensing agreements and photo rights, and maintain proof of that.
Other images
Inner pages may feature either black and white or color images. However, color images should not be used on cover pages or in single-page creatives such as flyers, posters and advertisements.
- Avoid heavily saturated or vibrant images.
- Color images must not be used on the cover page.
- Work with creative angles and depths.
- Follow the highest legal guidelines concerning safety and protective equipment.
- While buying stock images, make sure that you acquire the right licensing agreements and photo rights and remember to maintain proof of the same.
Product images
These are product image free cuts with a white background.
Product images are used in all product catalogs and product related marketing material. They should always be taken by a professional photographer.
- Work with photo angles that create perspective.
- Match the red in the image with Chicago Pneumatic red.
- Place the product images on a white background.
- Add a realistic drop shadow (this rule does not apply to hand-held tools and equipment; examples shown in first two images below from the left).
Product showcase backgrounds
In situations where real application images are not available and conceptual images do not fit the purpose, you can use product cutout images with 20% black background.
In cases where the products need to be highlighted, they should be used as cutouts with the realistic drop shadow and the background should be 20% black.
- Always use 20% black for the background.
- You can use black or white arc template from the library.
20% Gray
CMYK 0 0 0 20
20% of Pantone® Black
RGB #D1d3D4
