IMAGERY

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.

Visual language

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.

Layout principles

Expression
Confident and positively charged people. Engaged in activities, seen from a human perspective, or engaged with the viewer (portrait style).

Diversity
Aim for imagery that authentically reflects the diversity of our clients and employees. When communicating Henkel Adhesive Technologies we aim for a visual representation that is holistically representative of our actual demographic.

For further information on Henkel's imagery style, please see the imagery section.

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.

Close-up photography

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.

Layout principles

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.

Layout principles

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.

Layout principles

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.

Placing elements of red
Placing elements of red
Use muted reds, to keep a “red thread” without the colour overtaking the image.
Use muted reds, to keep a “red thread” without the color overtaking the image
Use the brand colour – only once in a while — to get that “pop” / “made you look” effect.
Use the brand colour only once in a while to get that “pop”/“made you look” effect

Perspective

Aim for texture and drama. Look for interesting angles, patterns and textures, light and shadow.

Business-to-business tonality

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.

Marker

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.

Marker in combination with text
Marker in combination with text
Marker on image
Marker on image
Marker on Illustration
Marker on illustration

Highlighter

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.

Highlighter with marker
Highlighter with marker
Highlighter line
Highlighter line

Downloads

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.