Photography

If you require any clarification on any of the points raised on this page, please contact us.

Introducing our photography

Experian has a defined style of photography which allow us to present a consistent visual approach for colleagues, clients and consumers. Our photography style captures a specific moment in time with a look that is authentic, engaging and honest.

This section carries information on our photographic style-both Primary and Secondary — and covers details on how to treat photography to ensure we are consistent across all regions.

Please watch this short video to find out more about the Experian photograpy style.

Primary Photography

Our primary photographic style is light, soft, desaturated colour photography capturing candid, active moments. The continued use of this style will create a premium, distinctive, and ownable style for Experian.

Primary photography is always used on the primary face of applications such as on front covers, posters, home page of a website, primary face of an exhibition stand, etc.

The style of our primary photography captures genuine, candid moments in people’s lives where the subjects are unaware of the camera. These images are natural — not staged, and optimistic. People are active and unposed, enjoying their lives and the opportunities that lie ahead. The photography creates an engaging emotional connection between our brand and our customers and brings our brand idea Powering Opportunities to life. 

Nine pictures in a three column grid of acceptable primary photography examples

Secondary Photography

Secondary photography follows the same candid moment principle as primary photography but instead of light, luminous colour, these use full and saturated colour. The subject matter is meant more to visually describe products and services, and is frequently used in business to business communication.

The secondary photography style should never be used on the primary face of applications. Instead it is used on the secondary faces of applications, e.g. interior pages of a brochure, sub-level pages of a website, etc.

For further details on our photography style, please see the separate Image Guide which can be found on the Experian Brand Asset Hub (www.experian.com/asset-hub) 

Nine pictures in a three column grid of acceptable secondary photography examples

Photography — concept, content and style

All our photography is authentic, engaging and honest. It creates the backdrop to our brand and defines our look and feel. We capture the unique relationships we nurture and the inspired opportunities our brand can provide for our customers. Our photography shows people in bright and optimistic situations. Further details on our photography style can be found in the Experian Image Guide and can be found on the Brand Asset Hub www.experian.com/asset-hub or directly below.

Explore photography guidelines
Example image of brand lifestyle photography with two businessmen looking down at a tablet

Brand lifestyle photography

We want to ensure that our photography is on-brand and follows our look and feel principles whenever possible. This will create an ownable style that can be recognised even without the use of overt branding. Follow the guidance here to create on-brand photography. Keep these points also in mind when commissioning bespoke photography.

Overhead example image of composition overview with a small group of colleagues working together at a table

Composition overview

All our photography is authentic, engaging and honest. We are looking for a controlled composition within our photography that means it should always feel spacious, uncluttered and inspiring. Images should ideally show an individual person going about a task, or alternatively a couple or small group interacting or collaborating. 

Example image of setting with a male in blue jacket, standing on a boulder, peering through binoculars off into distance

Setting

The subjects in our photography can be captured in interior or exterior environments as we believe this provides the flexibility to tell rich and engaging stories. Outdoor activities can be used to bring subjects like ‘common goals’, ‘forward-thinking’ and ‘opportunities’ to life while indoor shots can bring lifestyle stories such as ‘future planning’, ‘family,’ ‘workplace’, etc. to life.

Example image of depth of field with camera focused on woman working on computer with male colleague in background out of focus

Depth of field

We aim to use a degree of depth of field, where areas such as the foreground or background are slightly out of focus in order to put more emphasis on the subjects and add both a layer of richness and a natural feel to images.

Example image of uncluttered background with a woman and chiild working on kitchen countertop with bright airy window behind them

Uncluttered backgrounds

The sole focus of our brand photography should be the subjects so we try and make sure we use scenes that are calm and recessive and that bring focus to the captured moment. Within our primary photography, we also look for neutral, even colour tones within the background areas as this allows for ease of copy placement.

Example image of colour and brightness with two women walking away from their car, ready for a hike in the bright and airy country side

Colour and brightness

Our images need to create a bright, optimistic and positive atmosphere as well as giving us an ownable look. Using post-production methods, we use a combination of increased brightness and desaturation to make our primary images look overexposed, but for our secondary photography, we require the positive atmosphere to be reflected in the actual shoot.

Photography — composition

Within our primary photography, the subjects should be positioned off-centre. This asymmetry adds dynamism and a greater feeling of depth and expansiveness. However, more importantly, it also allows us to over lay graphic devices (i.e. Headline banner) on the image without obscuring the subject.

Asymmetry helps to create much wider open spaces in a shot and a greater feeling of depth and expansiveness. Centring a subject creates a much more static-looking shot and should be avoided for primary photography.

Note: The asymmetry in our photography only applies to our primary photography. Our secondary and staff photography can show subjects in the centre of the frame if required.

Example image of photography composition with four pictures in a two column grid of asymmetrical layouts

Photography — treatment

Our primary colour photography has a distinctive, modern and ownable look. This can be done easily if you’re shooting original photography with a professional photographer. However, if you’re limited to stock imagery it is much more difficult to find photography in this style so you may want to alter an image to match the Experian look.

To alter stock photography to achieve our primary image style, you first need to start with the proper image. Some imagery is already very close to our style and may not need much altering at all. Imagery that is light, bright and uncluttered — or has a distinct depth of field are the best to start with. Images that are dark and busy are not good choices. 

A series of example photographs side by side of original and respectively edited images

The section below illustrates the process for creating our unique photographic styling. This is achieved using Adobe Photoshop.

  • Step 1:
    Here we increase the brightness in the range between 5% and 30%. Note: Avoid extremely high levels of brightness to keep enough detail within the light areas.

  • Step 2:
    As a next step, the image saturation should be reduced by between 5% and 40%. Avoid reducing the saturation below the recommended figures to ensure there is still sufficient colour and contrast left in the photography.

The final result should be an image that still has colour and detail, without being too washed out. If you have any hesitation about achieving this result on your own, it is best to engage the assistance of a design professional.

Note: The percentage changes made will be dependent on the characteristics of the original image. The end result should match the examples shown in these guidelines.

Three sequential images of a businessman outdoors with example of brightness and saturation being applied in Photoshop.

Photography — Profiles/Portraits of Experian people

Our own Experian people are photographed as shown here. These photos are used primarily for biographies and email profile pictures.

Photography is full colour with a white, or bright neutral colour background such as grey or tan. The head and shoulders composition has the subject looking either directly to the camera or in the general direction of the camera. The subject should appear happy and relaxed. Shoot in a landscape format and allow for plenty of space around the subject to provide flexibility when cropping.

A light, neutral background can be achieved by shooting your subjects in a studio, as shown in the examples. Alternatively, subjects can be placed into a neutral background as part of post production retouching.

When cropping our staff photography, the subject can either be centred within the frame or off-centre if preferred. However, we recommend to use the same approach when multiple images are used within one application. This will help to create a coherent design.

These photographs are never used on the primary face of applications, e.g. PowerPoint front cover, brochure cover, etc. 

Example image of six ideal layouts for headshots

Photography — misuse

Our photography style is an important part of our brand and should appear consistent across all our applications. The misuses here demonstrate the importance of image consistency.

Where possible the focus of our photography should be the experience and opportunities going forward. They should focus less on the person than the overall experience. 

Twelve images in four columns highlighting incorrect uses of photography

Photography — visual metaphors

Though visual metaphors are often used as a short cut to explain a concept or idea, Experian does not use them. They tend to be very cliched and clumsy. Subtle imagery can be successful in creating intrigue and immersing the viewer in a much more effective analogy.

The before — after images here are intended to illustrate the basic principle of substituting an explicit visual with an example of our brand photography. They can range from literal representations to more abstract conceptual photography. Try to choose imagery that shows the positive side of a subject, not the negative — even if the subject matter is about something negative.

The headlines or text that is used in conjunction with these images will further help communicate the intended message and meaning.

Note: Clichéd stock library imagery should be avoided where possible. If you have a specific requirement, where you feel our image library doesn’t provide a suitable alternative, please contact the brand team. 

Sixteen images in four columns highlighting ideal methods for explaining visual metaphors through photography

Photography — resources

Experian Brand Asset Hub

A selection of primary and secondary photography as well as our Image Guide can be found on the Experian Brand Asset Hub. Visit www.experian.com/asset-hub to request access and view, share and download photographic assets.

 

Stock Photography

When you can not find imagery, that works in our Experian Brand Asset Hub stock can be used. Stock photography is pre-shot imagery that MUST be licensed for use by Experian.

All the guidance provided in this website regarding cast, styling and layout should be followed when searching for imagery. For further information please contact James Carter in the Global Brand Team.

Female hiker looking out into an open space

Themes:
Achievement, Hiking, Outdoors, Adventure, Candid, Coastline, Colour Image, Space, Day, Discovery, Exploration, Freedom, Looking At View

Man and woman discussing an object in a warehouse

Themes:
Manufacturing, Analysing, Candid, Colour Image, Concentration, Pace, Warehouse, Examining, Large Group Of Objects

Family of four being led by their leashed dog over a small grassy hill

Themes:
Walking, Childhood, Mother, Field, Happiness, Outdoors, People, Sunlight, Love, Excitement, Joy, Candid, Real People, Carefree 

A man sitting on a stool in a bright warehouse, reaching into a shelf

Themes:
Small Business, Building Contractor, Art And Craft, Concentration, Bright, Craft, Craftsperson, Design, Expertise 

A woman mountain biker riding on rough hillside terrain

Themes:
Women, Rural Scene, Mountain Biking, Leisure Activity, Space, Footpath, Getting Away From It All, Headwear, Healthy Lifestyle 

A woman hiker standing atop a mountain looking over her left shoulder across a valley

Themes:
Achievement, Hiking, Outdoors, Adventure, Candid, Coastline, Colour Image, Space, Day, Discovery, Exploration, Freedom, Looking At View

Male surfer standing on shore, holding surfboard over his head, looking out onto water

Themes:
Achievement, Surfing, Outdoors, Adventure, Candid, Coastline, Colour Image, Day, Discovery, Freedom, Looking At View, Space 

Two women meeting in a contemporary, bright and airy office space

Themes:
Meeting, Indoors, Adventure, Candid, Colour Image, Space, Day, Direction, Exploration, Conversation, Office Space

Two men playing basketball outside

Themes:
Achievement, Sport, Working Together, Candid, Colour Image, Day, Freedom, Happiness 

Typography

3 different type faces and how they should be implemented

Explore the prior guidelines

Iconography

Used to aid navigation or explain complex concepts

Explore the next guidelines