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Brand Guide

Imagery

Photography

Market Leader uses three styles of photography—Story driven photography, product-centric renders and abstract backgrounds.

STORY DRIVEN PHOTOGRAPHY

These are photos that are used to reinforced what is being conveyed in the headline. These types of photos will mostly be used in advertisements, web page sliders and email communications.

There are three tenants of our communication of philosophy with respect to story driven stock photography:

STORY DRIVEN

Plausible Subtext

This means being able to look at a photograph and instantly come up with an authentic and unique story about what was happening at the time the photo was taken.

One of the best ways to ensure having plausible subtext is by choosing photos where there is a distinct interaction taking place between the subject/s and the environment or themselves. This can occur both within and outside of the frame.

Family entering home
STORY DRIVEN

Emotional resonance

Put simply, we want our images to elicit a positive emotional response.

  • If the subject is interacting with our product, are they having an enjoyable and rewarding experience?
    Can you relate to the subjects in the photo?
  • Can you “feel” the photo? (Can you imagine how the room smells, what time of day it is? Does that outfit look comfortable?)
  • Are the subjects in the photo like-able?

Happiness is not the only positive emotion – other good emotions are confidence, determination, competence, intrigue and anticipation.

STORY DRIVEN

Realistic depth of field

The goal is to start out with the best/most professional images possible and then let trained Market Leader designers incorporate them into our designs. We’re looking for one photo, well lit and in unaltered focus. No cheap Photoshop tricks.

PRODUCT- CENTRIC RENDERS

These are pure screenshots of the product on photo-realistic images of the latest devices. Devices should be isolated on a pure background color with minimal shadows or reflections.

Use only approved contact information and co-branding in all relevant screenshots.

ABSTRACT BACKGROUNDS

Abstract backdrops are soft focus images with little fine detail. These can be used on the web for backgrounds that have more extensive, reversed copy overlaying them.

These can also be approved vector patterns over a uniform color.

Illustrations

Illustrations should be selected by and color corrected by a trained graphic designer to match our brand style and color palette. Illustrations should be simple, fun, clean looking, and bright:

Here are some examples: