Expressing innovation and highly advanced technology
This guideline defines the imagery for Henkel Adhesive Technologies. It gives guidance on the imagery style, look & feel of pictures and provides photographers with a clear direction on how to translate our tagline WE MAKE IT HAPPEN into a visual concept.
The guidance on photographic style is based on the Henkel brand design guidelines.
Starring Henkel Adhesive Technologies as a solution-oriented partner who makes it happen, the imagery carries an optimistic outlook and captures our products and solutions as the small — but mighty — detail in an incredibly diverse range of end-products. Expressing innovation and highly advanced technology — across business areas — positions Henkel Adhesive Technologies as the go-to partner developing and implementing new ideas that will shape the future.
The overall visual expression has an industrial flavor, but at the same time, expresses a very human and friendly image direction. It communicates emotional warmth, and is very close to people's lives. Always with a clear content-related focus.
Storytelling image extensions
Henkel Adhesive Technologies has two stylistic elements that are unique to the imagery: close-ups and micro-perspectives. These two image styles communicate quality and innovation by zooming in on the details and being very transparent in how Henkel Adhesive Technologies provides the small but decisive innovations and contributions to make new solutions and products for our customers possible.
We also seek to capture patterns and textures in our imagery to draw the attention of our audience.
Zooming in on the details and being very transparent in how Henkel Adhesive Technologies provides the small but decisive innovations and contributions to make new solutions and products for our customers possible.
Computer-generated imagery and micro-perspectives
We use computer-generated imagery as storytelling element. It allows us to talk about the product on a microscopic
level and express innovation and technology.
We zoom in and get close to our products, and we see 3D imagery inspired by the chemical structures of the product. The imagery is inspired by adhesive molecule structures and chemical solutions and mimicks a microscopic view on adhesive solutions and technologies.
Patterns and textures
We seek textures and surprising perspectives, e.g. looking for interesting angles, patterns, textures, light and shadow, tone-in-tone colors and hard shadows.
Red highlights in images
There are several different ways in which we can include the Henkel red into Henkel Adhesive Technologies imagery. We have added an approximate percentage of how often you should use the different treatments.
Aim for texture and drama. Look for interesting angles, patterns and textures, light and shadow.
The Henkel Adhesive Technologies imagery has a strong business-to-business tonality. Therefore we use soft and muted colors with pops of Henkel red that highlight our technological and innovational business focus.
Additional visual tools
Overall the approach for computer-generated imagery and additional graphics paired with images shows technology as an integrated part of our lives.
There are two different possibilities to highlight important image segments.
A graphic marker can be concentric circles with some opacity. Use it to show the exact placement of the product or point to an area where a product is present.
The marker is flexible and the circles can be of different size depending on the imagery. It can be light or dark – depending on the imagery beneath it. The important thing is to make it stand out. If needed, add lines to further point out areas in the imagery.
The highlighter is an outline of an area. This can be combined with the graphic marker and lines pointing to the areas. Use it to show the areas in the imagery where a product is present.
Information for external users:
To receive the files, you first have to register for our Brand Hub download portal. Please see the instructions on how to complete the registration. After registration you will receive a confirmation that your access has been activated and you will be able to download the logos.
For Henkel employees, no separate registration is necessary. You will be automatically directed to the download page via Henkel MyID.