WatchGuard Brand Guidelines - WatchGuard Technologies

11
PHOTOGRAPHY People
Photography using people plays an important role in the WatchGuard brand.
The style of the WatchGuard photography should be candid and authentic so
that the visual representation doesn’t seem artificial. The body language of the
model should be confident but not overly enthusiastic. Facial expressions should
be natural, friendly, trusted. Images should be associated with a professional face
that speaks to both a corporate and IT-based audience.
Black and white photography of people is preferred for use in marketing
communications. It provides a neutral base for the angled red graphic element to
stand out. Color photography can also be used as appropriate. Location
photography is preferred over studio photography. Also, since WatchGuard has an
international presence, people used as subjects should represent a wide range of
ethnicities and look like people in the industry, not just standard business types.
Recommended Use
Images of people help to establish a human
connection with the products and services that
WatchGuard provides.
While eye contact with the viewer can be a
positive choice for many WatchGuard marketing
communications, you should also consider using
candid shots with unconventional cropping.
Black and white images create a clean, consistent
look and allows other colors to be used as accents.
When choosing subjects, consider using images of people
appropriate to the marketing region (e.g., APAC, EMEA).
Outlining a subject in a photograph maintains the
human feel, and allows focus on other content
without a distracting background.