Materials - Our value chain starts from raw materials and metals either refined and/or from recycled sources, they are then transformed into technology solutions that go into different applications. Once they reach their end of life they are recycled again and again recovering back critical materials. Our narrative must demonstrate this.
Materials style guide
At the heart of everything we do lies the essence of raw materials, metals, and technology materials —the very building blocks of Umicore’s progress and innovation. Each raw material we utilize and transform into technology materials represents a journey from conception to creation, embodying the potential for a better, more sustainable future. It is important that we show this in our imagery, using highly detailed, timeless images that reflect our aspirations and innovation.
Photo vs. CGI
Since we are an innovative company, using the newest CGI techniques fit our brand perfectly. When possible, creating imagery of our raw and technology materials with CGI can be considered. Photography is also a possibility. The rules below apply to both CGI and photographic imagery.
What is CGI ?
CGI stands for Computer Generated Imagery. It refers to the creation of still or animated visual content with computer software. CGI is used to create realistic or fantastical images that would be difficult or impossible to achieve with traditional methods. It is possible to use CGI where appropriate, but it is not the only solution.
Composition
We present our materials on a neutral colored background making the material the hero of the image. We use macro shots to zoom into the material and the texture filling the frame. We zoom out to present a single piece or an interesting composition of pieces. When doing this we always make sure there is enough white space around it. Cropping and zooming in to create an interesting image is allowed.
Lighting
We use a simple light setup to light the scene. The light source is always neutrally colored and is used in a way that emphasizes the material’s characteristics and structure. In reality, this will probably be a rather harsh light. Preferably we only use one, when a second one is needed to make sure they both have the same white balance.
Color
We never add color to the image apart from the color of the material itself.
Motion
Especially with CGI, integrating motion quickly adds even more interest to the image. It allows us to zoom in and out, revolve, and even break the material apart. Movements should always be smooth and considered.