Portrait photography rules We use portrait photography to reflect our varied audiences health practitioners, partners, students and our staff. We often use staff portraits as a powerful tool to reflect our brand values, and thus, encourage photos to be taken of our staff at work, in conversation, collaboration, and during moments of deep thought. Always ensure the highest level of quality and consistency across all portrait images. Use consistent lighting and clear, uncluttered backgrounds to ensure a strong suite of consistent shots. Whether for internal or external use, all portraits should capture the personality of the subject without compromising professionalism. Subjects should be supported to find a natural pose that supports the context of the photo – this may be more relaxed or more serious, but should always feel authentic to the subject. We often ask subjects to look into the camera although this is not a fixed requirement, but does connect the subject with the viewer.
The fulcrum and photography
We use our fulcrum visual element across imagery on the web and in print, as both a gradient across the image (eg. for hover state to show typography over the image, as with bmjgroup.com) or as a solid overlay (most often seen in print). More information on how to set up and use the fulcrum is on page 15.
Use clear backgrounds
Avoid cluttered backgrounds
BMJ Group brand guidelines | V1.0
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