Imagery/ Guidelines / Design system CROC

Imagery

To extend the CROC personality into still photography, video, and motion graphics, consistency is essential.

You should use the same approach to color, lighting, mood, and stories to support and promote the essence of our brand and create an immediately recognizable look for CROC style imagery.

Photography

We use images that appeal to viewers and drag them into the CROC world. Use a personal point of view, but convey confidence with a surprising, inspiring touch. When you add photography to your design communications, the use of white space, color regions or overlays and typography enhances overall user experience. We achieve an overall impression by the way we apply light and colour.

Main images

People (30%)

Displaying images of people is the key to communicating CROC’s brand. Avoid forced posing, pictures should be taken in normal surroundings of the office where people are doing real things. Try not to show people from behind when their faces are not visible, unless the focus is on the setting. Also avoid portraits when people are looking directly at the camera.Photos must display the content, condition, mood, situation or any stage of the workflow. Tell a personal story and take snapshots of life.

Technologies (30%)

The great share of photography we use is technology and engineering themed. Every day we are exposed to unprecedented number of ideas, inventions and developments in every business, industry and geography. We celebrate the world we live in and the creative way we approach every challenge we face. Imagery displays the inherent beauty in the technologies we deploy, solutions we implement and innovations we bring to life.

Supplementary images

Macro and micro universe (10%)

Space (10%)

Architecture (10%)

Textures (10%)

Image treatment

Images from the library can be treated in a corporate style, setting the overlay with a gradient or color.

Step 1. Original image Step 2. Reduce saturation to 0 Step 3. Adding gradient in Multiply mode