IMAGERY

Expressing innovation and highly advanced technology.

This guideline defines the image direction and visual strategy for Henkel Adhesive Technologies all up. It gives guidance on imagery style, look & feel of pictures and provides photographers a clear direction on how to translate our Ambition WE MAKE IT HAPPEN into a visual concept.

The guidance on photographic style is based on the Henkel brand design guidelines.

Visual Language

Starring 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 Adhesive Technologies as the go-to partner, that develops and implements new ideas that will shape the future.

Our overall visual expression has an industrial flavor, but at the same time, express a very human and friendly image direction. It communicates emotional warmth, and is very close to people‘s lifes. Always with a clear 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 reflect the diversity of the our clients and employees. When communicating Henkel Adhesive Technologies we aim for a visual representation that is holistically representative our actual demographic.

For further information on our imagery style, see Imagery in the Corporate Brand Hub

Storytelling image extensions

Henkel Adhesive Technologies has two stylistic elements that are unique the direction of our imagery: close-ups and micro-perspectives. These two image styles communicate quality and innovation by zooming in on the details and being super 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 super transparent in how Adhesive Technologies provides the small but decisive innovations and contributions to make new solutions and products for our customers possible.

Layout principles

CGI and micro-perspectives

We use CGI as storytelling element. It allows us to talk about the product on a microscopic
level and express innovation & 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, chemical solutions, and in general mimicking a microscopic view on adhesive solutions and technologies.

Layout principles

Patterns and textures

We seek texture and surprising perspectives. e.g. looking for interesting angles, pattern/textures, light and shadow, tone-in-tone colours and hard shadows.

Layout principles

Red highlights in images

There are several different ways in which we can introduce the Henkel Brand Red into 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 colour 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, pattern/textures, light and shadow.

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

B2B Tonality

The Henkel Adhesive Technology imagery has a strong B2B tonality. Therefore we use soft & muted colors with pops of brand red, that push our technololical and innovational business focus.

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

Additional visual tools

Overall the approach for CGI and additional graphics paired with images should show technology as an integrated part of our lives, and visually expressed as graphics that are “baked” into the images.

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 logo 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.