BMJ Group brand guidelines

Imagery

Imagery

It’s crucial that all photographs • Use natural poses, capturing a moment in time rather than appearing posed – especially for reportage photography • Are considered from a global perspective • Where relevant, showcase teamwork • Reflect our diverse community Location A blurred background is preferable to focus on the subject. Remove unnecessary objects or visual distractions – cluttered backgrounds distract from the subject. This can be achieved by cropping in, or – preferably – choosing a clean, calm background. Image format Where possible, capture a variety of landscape and portrait options for each shot. The subject should be placed to the left or right of the frame to allow space for accompanying text. When highlighting everyday or end-user applications, images should be tightly cropped, taken from an interesting angle, or be almost abstract in composition to create visual impact. Gen AI (generative artificial intelligence) In all communications, we choose not to use AI- generated or augmented imagery, consistent with our values as a trusted and transparent organisation. When searching image banks, please ensure your search excludes generative AI, and if unsure of the source, always check supplied images before use to ensure they meet this criteria.

Backgrounds can be blurred

Capture a moment in time

Ensure text is clear and legible if used on top

Consider cropping images

Consider using duotone images by applying a tint over the top

Ensure photos are natural and not overly posed

An abstract image repeated is visually appealing, especially on digital formats

Consider using tightly cropped images. They can be almost abstract in composition

Reflect our diverse community

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