Graphic Identity Guidelines

Logos and Wordmarks

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Our Photographic Style

Less is More

Photography is a powerful way to communicate your brand and its momentum. Simple, direct, and honest images are the best way to express the complexity of who we are to our outside audiences. Our philosophy is that unless you’re illustrating history, tradition, or nostalgia, photography should be free of background or foreground noise and clutter. Photographs should be recent and timely, without objects, clothing, and hairstyles that are obviously outdated or inappropriate.

More is Too Much

Photography is one of the most important visual elements in communicating your brand. Our staff must be aware of all the essential components of an image before using it in a print piece or in communications. We avoid using images that are busy, too complicated, out-of-focus, low-resolution, or too darkly lit.