People-centric, diverse & modern
Our imagery is close to people’s lives, chooses dynamic perspectives and expresses Henkel’s pioneering spirit. We apply the full spectrum of shadow, light, and colors to create a lively and multifaceted, modern imagery. We’re proud of our diversity and what we stand for: our reliability, our can-do attitude, and our determination to drive progress.
In this section, you will find information on the following topics:
Our imagery captures the essence, emotions and stories of people. It’s about you and your authentic self. As a global brand with a strong history as a family business, we stand for who we are and value all stakeholders. We want our visual identity to create inspiration and engagement with the people portrayed in our imagery.
Uniquely designed for Henkel, our digital artwork helps us to imagine the future and lead the way in visual storytelling. These cutting-edge computer-generated images connect our businesses and showcase their innovation power – across our consumer and industrial businesses.
Rich vs. restrained
Immediate vs. distant
Vibrant vs. monochrome
Genuine vs. artificial
We will extend our current imagery with new pictures that show unseen perspectives, are close to people’s lives, and reflect our overall pioneering spirit. We, of course, continue to use existing imagery that fits to our new image style.
Some images on the Digital Asset Management platform already reflect our new imagery style.
Other images were adjusted in their style (saturation, color, etc.).
Do not use
Do not use any images that are not in line with our imagery design guidelines.
Show people in authentic situations.
Use diverse backdrops to orchestrate interesting image and color compositions.
Use limited depth of field and dynamic perspectives to create focused images.
Use lighting that feels authentic for the depicted situation.
Avoid showing situations that feel staged.
Avoid putting people and products in artificial white spaces.
Avoid images that have no clear focus and feel unprofessionally produced.
Avoid exaggerated lighting, visual effects, filters or gradient overlays.