We must show the what and the how, the process and the passion. Metallurgy, material science, and chemistry are the foundation of our skills and know-how that go into our innovation and process.
Where all materials are turned into technology material solutions and we innovate.
This is where we focus on the conversion of the raw materials into finished products through innovative processes in our labs. Every image is a testament to our core values and must convey innovation, expertise, knowledge, and professionalism. We must ensure that each photograph reflects our unwavering dedication to pioneering solutions, profound understanding, and the highest standards of professionalism.
Overall aesthetics
To convey a sense of innovation we keep the look and feel of our images clean and bright. This applies to CGI as well as photography. The overall tone is neutral with a slightly blue tone where possible.
Setting
As a setting, we use the environment relevant to the specific step of the process we depict. Remember to keep the overall aesthetic in mind and be selective about where the images are created. Innovation is key, but showing the heritage of Umicore and its facilities is an important part of conveying a sense of realism and credibility. A balance between the two must be found. When creating CGI imagery, the setting is neutral and clean.
Color
We introduce bright colors as a focus point. This can be the raw or refined material, part of the equipment, or outfit of the people.
People
When we focus on “creation and development” people play a general role in the innovative process. Although we don’t have to show people, when we do we focus on their actions when working. For more information on how to depict people, see People here
Lighting
We make sure the lighting of the scene feels natural. Preferably we only use a single natural light source. When combining multiple light sources (natural and artificial light) we always make it feel natural and never forced. Also, try to match white balances as much as possible to be able to create a neutrally colored image.
Composition
In general, we want to avoid very straightforward and boring compositions. For example, using a shallow depth of field and shooting through objects. Avoid always having the subject centered in the frame. Shooting from above or below eye level, ... Try to zoom in on the action to make the viewer feel part of it.
CGI
With CGI we can depict the innovative process in a way we can’t with real-life photography. Parts of the process that are invisible to the naked eye, for example, can perfectly be created with CGI. It is also ideal for creating the innovative aesthetic we want and introducing motion to the imagery.
Do's & Don'ts
Not every environment at Umicore is as new, clean, and modern as shown in the style guide. Images can be created in these environments, but apply the specified rules as much as possible. The focus here should be the composition and the right image treatment in post-production. Do avoid using them in first-line external communications since they do not convey the right message.
