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Photography – a world of care, compassion and confidence

The 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.

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.

A collage of three images that illustrate the HARTMANN visual language. The collage shows a doctor washing her hands, a father playing with his children and a nurse holding a patient's hands.

Clinical surrounding

Our products bring with them a strong sense of safety, reliability and competence. This is reflected in the mood of the images and how the people interact with their surroundings and with one another.
A collage of several images that illustrate the HARTMANN visual language. Surgeons are shown in different situations of their work.

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.

A collage of several images that illustrate the HARTMANN visual language. Happy seniors and care situations are shown.

Guiding principles in photography

An overview of core principles which make a good photo.
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.
Light & Contrast
pleasant | clear | light | natural | warm
A natural lighting mood compliments our photo style and is always the first choice. The light atmosphere should reflect the brand and products with a warm “Scandinavian crispness.”

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.
Color
harmonic | warm | appropriate | seamless
The warm lighting situation sets the stage for a rich color palette. The blue tones are based on the brand colors and create a visual cohesion. While always an option, they are not mandatory in every picture.

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.
Perspective
immersive | observational | inclusive | flexible | sudden
The photographic style should always give the viewer thefeeling of being a part of what they are observing. Unusual perspectives are allowed but must be focused on what the intended message is.

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.
Attitude
real authentic | forward-looking | solution-focused

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.
Fake situations – find inspiration in the “here & now” because real life tells the best and most relatable stories.
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.
Overly dramatic – show moments that are centered on our goals of providing care, competence and best outcomes.
An example of a picture that does not embody the HARTMANN visual language. The picture shows three doctors looking directly into the camera.
Passive staging – capture real moments of everyday life with approachable people and their world.
An example of a picture that does not embody the HARTMANN visual language. The picture shows a crying toddler.
Uncomfortable scenes– focus on moments of care, hope, and recovery instead of negative aspects like fear or pain.
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.
Excessive distance – immerse the viewer in the scene.
An example of a picture that does not embody the HARTMANN visual language. The picture shows a sterile and cold hospital corridor.
Sterile, cold atmospheres – add a comforting human element to both the surroundings and close-ups.

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.
Ellipse S
  • 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.
Ellipse M
  • 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

HARTMANN Branding Support

Please email us at

branding.support@hartmann.info