Carpenter
Technology
photography
Visit images.carpentertechnology.com for the photography library. Contact us if you need help getting access.
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Product and end-use images
Use a single dominant image or a collection of images that, when combined, tell a compelling story. Silhouetted,
full-color or duotone images are preferred.
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Photos with people
Choose subjects who reflect our workforce — real people, engaged instead of posed, not looking at the camera. Our photography should represent our values by showing people practicing best safety and ergonomic principles.
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Market imagery
Use photography and/or photo-realistic illustrations to represent our markets.
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Imagery checklist
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Use these images for inspiration when sourcing and selecting imagery. We want to capture dynamic environments and situations that demonstrate the impact our products and solutions have on our customers’ operations and their everyday lives.
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Avoid using clip art or cliché stock photography. Authentic and trustworthy messages are better portrayed through photographs of real environments, real people, and real business situations.
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A single larger photograph generally has greater impact in single-page applications, such as covers, advertisements, or large displays. Look for opportunities to tell a simple
story that supports the written message and engages our audience.
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Crop photos to create dynamic scale relationships on your layout. Eliminate distracting details, and focus on the most important aspect.
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Full-color images should be bright and energetic. Use interesting perspectives and angles to create a direct, fresh, and dynamic look.
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When showing people, consider the diversity of people within the Carpenter Technology organization and in our marketplace. This includes age, gender, dress, and ethnicity.
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Select photographs with one or two people rather than a large group.
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Avoid showing customer logos or anything
that might violate confidentiality.
Need a photo or have questions about how to use an image?