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OUR APPROACH

Colorful celebration
We use photography to celebrate the world our company makes possible: be it an image of a newborn child, a revolutionary device, a newly discovered viral treatment, or a hard-working employee – we have developed ways of ensuring the images look and feel like a part of the colorful world of our company. 

Exceptional Times

Preliminary addition to the Media asset/ Video Guideline
In times of social distancing and rules to better protect ourselves and others, it is important that we take our responsibility as a company seriously and choose our communication material sensitively.

  • Avoid pictures with people in groups who do not comply to the current “distance rules”.
  • Avoid pictures with people being close to each other without a nose/mouth protection.
  • Check videos or training materials if they show these “currently not compliant” situations and consider if their current use is absolutely necessary and still appropriate. 

If it is not possible and (cost-)efficient to produce new material of those situations, we need to make sure that we send a message that shows we care and that we are compliant to all necessary restrictions. In these cases, a disclaimer that explains our responsibility should be included in the material:

This material (image/picture/video) was produced before the Covid-19 crisis started. We take our responsibility seriously and fully comply with all protection rules.

If you have specific questions write to branding@emdgroup.com

CREDITS

When using royalty-free stock images pictures for commercial purposes, no picture credit is necessary (e.g. brochures and flyers). 
  
When using picture content for editorial purposes, the name of the photographer and the image source has to be provided (“name of photographer/image source”).  
 
For images from other agencies and sources, please ask for the correct legal information and make sure to obtain consent from the copyright holder.  

Not all the photos presented in this section are in the public domain. Many of the illustrations are simply examples of our image style. 


CATEGORIES

PEOPLE

Real characters
When we photograph people, it is because they have a story to tell. Whether they use our products or benefit from them in another way, it is important that we do not simply resort to stock imagery or hire models instead of showing the people who have had first-hand experience. 

Simple shots 
We photograph people in a straightforward way with an uncomplicated composition (often facing the camera at eye level) and natural expression (candid moments reflective of the subject’s personality or story). 

In colorful surroundings
We either photograph people against a plain photographic background in the studio (which can later be colored in our color palette) or in naturally colorful surroundings (using depth of field to reduce background detail). Every image should have a vibrant, colorful aspect. 

CORPORATE IMAGES AND FOOTAGE

Creating a new image library in line with our new visual brand identity was the aim of our 2018 photo and video project. The results were intended to be unmistakable and unique as well as warm, friendly, colorful, authentic, and exceptional – capturing the characteristics of this new world of images.

At the heart of things
The joy of work, exploring, and discovering are all just as important here as getting the right angle and using different levels of focus. The focus is on our people – their surroundings should contain color and branded objects should be visible in the details. This adds touches of our personality even to sterile laboratory shots. Photographer Tobi Bohn and videographer Nick Wolff worked together to create this new image library.

You can download the image and video material in the MAM system (access MAM and then search for “2018 photo video project”). We have unrestricted rights of use for this material.

Photographs in which the company logo for the rest of the world is visible are not to be used for external communications in the U.S. and Canada.

PRODUCT PHOTOGRAPHY

Surprising solutions
Many people are unaware of just how many times they interact with an example of our company’s vibrant technology every day. To highlight this, we choose and photograph objects in order to show the world that not just our own products, but many of those they already rely on, have been made possible through our company’s ingenuity in such an area. 

In focus
The objects we photograph should be visually appealing and shot in sharp focus to show attention to detail. A light shadow should be evident where the object stands so that it is clear this is not an artificial cutout image. Please ensure that objects stand out well against the background so that they provide an adequate level of contrast. 

No distractions 
We photograph objects against a plain photographic background in the studio, which can later be colored in line with our color palette. Maintaining space around the object is vital to allow design elements such as text to be added later. If a stock photo is used due to budget constraints, make sure it reflects the qualities described above. 

If you need to, you can also cut out an image to create a plain, colored background. 

Note: these examples are to illustrate product photography only and are not guidance for actual product design.

PRODUCT RENDERINGS

The products are placed in the center of the frame on a plain rich, vibrant, or sensitive color. Please don’t use any background gradients. The shadows of the products define the floor as shown in the examples below. Always make sure that the reflections are soft even if the surfaces are made of glass or metal. In order to maintain the same looks as the other 3D objects, use a light setup similar to the M-crobe light setup

Four soft boxes are placed around the product: one to the left, one to the right, one on top, and one behind the product. All of them measure 10,000 × 10,000 units (width × height) and are 5,000 units away from the product. The left, right, and back soft boxes have an intensity of 10% and the top soft box has an intensity of 60%. Three spotlights complete the setup: one to the left with low intensity, one to the right with high intensity, and one on top of the product with medium intensity. 

CGI IMAGES

An eye-catcher 
Extraordinary, different, surprising, focused, sometimes cheeky, humorous but smart, clean, highly precise, and highly professional – these are just a few buzzwords that describe this style. 

The images can/should be computer animated, but you should always have the impression that the objects shown are real and tangible. They should not appear fictional or fake. An impression of depth should be given and the perspective should always be portrayed realistically and accurately. A mix of styles, a collage, or black and white interpretations should be avoided. 

Worlds

An encyclopedia 
The world of vibrant science and technology is broad and all-encompassing so use images that depict the natural and technological spectacle around us. We embrace an encyclopedic approach to showing images of science and nature. Fictitious motifs and compositions may also be used. This means that world images can be sourced from stock image libraries if taking an original photo is not feasible. 

Celebrating the beauty that surrounds us 
Even though we want to use the broadest range of imagery possible, we must make sure each image has a high level of quality. These images should still exhibit an essential simplicity or fascination, just like our other photography styles. Be careful to never slip into a sea of sameness by relying on science and technology clichés. 

Digital world
Modern, realistic, and simultaneously farsighted: it is a real challenge to present the digital world of our future without neglecting the requirements of our image style. What is depicted should retain the character of a realistic photograph. Integrate graphics so they look like they are part of the shot. 

M-CROBES

Whenever we picture people connected to our company, include a visual representation of the imaginative potential of vibrant technology in the image, i.e. a M-crobe. 

We clearly demonstrate the strength of enthusiasm and creative potential inherent in all of our people by magnifying it in the image and instead of just showing images of people in work environments. 

We digitally incorporate our M-crobes in these images, allowing our readers to see our passion and pride in what we do for the first time. These images are unmistakably "us". 

If you add more than one M-crobe in one picture, make sure the M-crobes are the same color and do not mix the types. For further information, visit our M-crobe subpage

For downloads, please visit M-crobe resources. If you develop new M-crobes, get approval from branding@emdgroup.com and make your M-corbe available to others.  

HISTORICAL IMAGERY

We are the oldest pharmaceutical and chemical company in the world so we have a wealth of historical imagery. When we show imagery from our archive, we use simple stylistic color treatment to connect it with our modern brand style and to ensure consistent quality. 

Single-colored gray-scale images on different colored backgrounds differentiate our historical images from other types of our imagery, which are all in full color. This treatment works well because historical images are generally black and white and sometimes illustrations (possibly created before the advent of photography). 

Contrast the images and remove the background so that the pure background color shows through. 

Use the color combination used in the application, do not introduce more colors, and use the lighter color for the background so that we do not create negative effects. 

DON'TS

MEDIA ASSET MANAGEMENT

All our brand elements like e.g. logos, cells and strings, but also InDesign templates, images and much more, can be found on our Media Asset Management System (MAM). Guidance how to request access to the MAM front-end can be found in our MAM room on EVA (intranet).

ACCESS MAM

  • ILLUSTRATIONS

    Memorable and meaningful: our illustrations tell complex stories in a simple way.

    Learn more
  • INFOGRAPHICS

    Memorable and versatile: infographics bundle information for the reader absorb it quickly and effectively. 

    Learn more
  • COLORS

    Science is colorful and we are committed to a colorful future. This is also reflected in our brand.

    Learn more

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