Visual language
No matter what help is needed, we’re there to provide outcome-driven solutions that demonstrate our commitment to care and recovery. This sense of dedication is seen in our photography and visual world. The style is honest, clear and focused, without any artificial or overly dramatic elements. Because real life and genuine results are what matter.
Our photographic inspiration is based on the documentation and editorial style. Our visual language is human- centric:
caring, together, honest, focused, simplified, outcome-driven, smart.
Clinical surrounding
User & Customer surrounding
We're everywhere life is we meet people in all their personal situations with innovation built on understanding and trust, and showcase the joy of feeling protected.
The goal is to always show authentic moments that place the viewer in the middle of the action. These can be aspirational as well as challenging situations. We are always at eye-level and always focused on the positive.
Guiding principles in photography
![Two examples of images that illustrate the HARTMANN visual language. One picture shows a happy elderly couple and the other shows nursing staff at work in a hospital.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-01_3x4_1440x1920_2x.jpg?h=648&iar=0&mw=486&w=486&rev=5766534e89b54bcbb8e3911ba2fc6778&sc_lang=en&hash=1637374796C5AE2CC67A668D4E01C8FE)
Please avoid:
- Harsh lights and deep shadows
- Unnaturally colored lighting and color casts
- Overly dramatic, mystical lighting, excessive lens flare
- Clinical clean whites and neutral grey tones
![Two examples of images that illustrate the HARTMANN visual language. One picture shows a happy elderly lady on her mobile phone and the other shows a nurse at work in the hospital.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-02_3x4_1440x1920_2x.jpg?h=648&iar=0&mw=486&w=486&rev=fa484aef9c7345fca08c6932b8765d17&sc_lang=en&hash=C279DA55ED97637BD14F684E7CB2F003)
Please avoid:
- Desaturated colors as well as high color contrasts
- Color casts
![Two examples of images that illustrate the HARTMANN visual language. One picture shows a person with a cast on their foot and crutches and the other shows a doctor inspecting medical equipment.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-03_3x4_1440x1920_2x.jpg?h=648&iar=0&mw=486&w=486&rev=be02934c75fb486484a8210965aef065&sc_lang=en&hash=C810E7505A1C0141862C535FD684036F)
Please avoid:
- Static and arranged angles
- Overly-dramatic angles that don’t fit the situation
- Predictable visual axis
![Two examples of images that illustrate the HARTMANN visual language. Top picture shoes a father playing with his children and the bottom picture shows a person with a cast on their foot.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-04_3x4_1440x1920_2x.jpg?h=648&iar=0&mw=486&w=486&rev=b4094534729648f6aa2211427e6d984a&sc_lang=en&hash=A0D9132CD239F855879C410454159C2C)
The goal is to always show authentic moments that place the viewer in the middle of the action. These can be aspirational as well as challenging situations. We are always at eye-level and always focused on the positive.
Please avoid:
- Passive, uninterested posing
- Direct gaze into the camera
- Unrecognizable motion blur
- Showing pain and fear
Guidance – choices to avoid
![An example of a picture that does not embody the HARTMANN visual language. The picture shows someone in a wheelchair being pushed by a laughing person on a motorway.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-dont-01_16x9_1920x1080.jpg?h=182&iar=0&mw=324&w=324&rev=4e16b05842d04b8091b3a844d558487f&sc_lang=en&hash=AB5C07894B9F788A9F83FBE38D3C8A7C)
![An example of a picture that does not embody the HARTMANN visual language. The picture shows nursing staff hastily pushing a patient in his bed through the hospital corridor.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-dont-02_16x9_1920x1080.jpg?h=182&iar=0&mw=324&w=324&rev=083648ef949c430cb4bfaa98ce46ec7a&sc_lang=en&hash=F40FB84B7125F589E69C896514F99320)
![An example of a picture that does not embody the HARTMANN visual language. The picture shows three doctors looking directly into the camera.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-dont-03_16x9_1920x1080.jpg?h=182&iar=0&mw=324&w=324&rev=eca7f9978d7f42d587c160aadd2d98f9&sc_lang=en&hash=7DA3E365EE21F51AFB33CFD82D64C597)
![An example of a picture that does not embody the HARTMANN visual language. The picture shows a crying toddler.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-dont-04_16x9_1920x1080.jpg?h=182&iar=0&mw=324&w=324&rev=0710b4ed04cf4269bc45adb893735111&sc_lang=en&hash=FE5187F40D5F0BB6E5093C18E301860E)
![An example of a picture that does not embody the HARTMANN visual language. The picture shows nursing staff treating a patient in bed behind a pane of glass.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-dont-05_16x9_1920x1080.jpg?h=182&iar=0&mw=324&w=324&rev=a5ec5f03b97b4f98ba04fdfbbe1b7066&sc_lang=en&hash=ED0E829000C73A4C4768858D06B4C2EB)
![An example of a picture that does not embody the HARTMANN visual language. The picture shows a sterile and cold hospital corridor.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-dont-06_16x9_1920x1080.jpg?h=182&iar=0&mw=324&w=324&rev=c4a7019610644b76b19aae93d0b56c2a&sc_lang=en&hash=6BFD40AA1736E22CD3565D261D73032F)
Cropping title images
![A collage of several images showing the way in which images are to be cropped. The top images show how to crop and the bottom images show how not to crop.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-05_3x4_1440x1920_2x.jpg?h=648&iar=0&mw=486&w=486&rev=438bc62f51e9422ba8f17d3366842f58&sc_lang=en&hash=8A3A7F386AB4C86BCF9236B2C6D9D1C8)
- Pay attention to the image detail.
- Leave space for the ellipse and do not disturb it with unimportant details.
![A collage of several images showing the way in which images are to be cropped. The top images show how to crop and the bottom images show how not to crop.](/-/media/country/bmp/design-basics/photography/2_3_bmp_photography-06_3x4_1440x1920_2x.jpg?h=648&iar=0&mw=486&w=486&rev=1d00ad33954d4b36b1de68455e65bb58&sc_lang=en&hash=6B2AF58B85927D546D3B7292DC039D76)
- Don't lose focus on what matters.
- Let emotions work, don't crop faces if the story is conveyed through them.
See also
For further information get in touch
Please email us at branding.support@hartmann.info