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Photography

Guidelines

Photography sits alongside our logo, typography, and color palette as a foundational brand element. Our style is candid and unposed, leading with real-world moments to show who we are, what we do, and the people we work with. Used consistently across every channel and market, it makes BCG instantly recognizable.

When selecting and using photography, keep the following in mind:

Select images that are authentic and candid rather than posed or overly staged
Individual and group shots must reflect real-world diversity across ages, ethnicities, genders, and abilities
Only use imagery with secured usage rights. Approved assets are in the Stock Image Portal
Generative AI imagery may only be used when no suitable photography is available, and is strictly limited to client and internal presentations. It must never be used on social media or in advertising
For more specific needs, reach out to global_brand_and_creative_strategy via Slack

Our approach is guided by four core design principles: Illumination, Acceleration, Brilliance, and Optimism.

Portals – BCG Photography Guidelines

01 Illumination

Focus on a clear subject or focal point
Use light to guide attention and create clarity
Avoid cluttered or competing elements

02 Acceleration

Use angles & compositions to suggest motion
Experiment with scale and perspective to convey progress or forward movement

03 Brilliance

Show people actively thinking, building, or solving
Avoid staged or overly posed corporate imagery
Emphasize intelligence in action

04 Optimism

Favor open compositions and lighter tones
Convey possibility rather than perfection
Create a sense of positivity and forward-looking energy/momentum

Image Categories

Photography is organized into four categories. The four design principles apply across all categories and flex based on the subject and context

01 Headshots

Highlight emotion and connection
Subjects should face toward light
Expressions should convey confidence, optimism and curiosity

02 People at Work

Show individuals actively engaged in tasks
Capture natural, unstaged moments
Emphasize collaboration and problem-solving

03 Skillsets & Industries

Focus on tools, processes, and expertise
Use composition/lighting to elevate technical subjects or expertise industries
Avoid overly generic or stock-like visuals

04 Environments

Show spaces with purpose and scale
Use perspective and light to create depth
Reinforce context (urban, industrial, natural, etc.)

Abstract Photography

When concepts are difficult to represent literally, abstract photography is an option. Always align visuals with the Illumination and Acceleration principles

Purpose

Represent intangible ideas, such as innovation and transformation
Use light, motion, and color to convey meaning
All assets must be approved for use, abstract does not mean synthetic or AI-generated

Approach

Focus on light-driven compositions
Maintain a sense of momentum and energy
Image should connect to at least one of the four principles

Photography sourcing and licensing

Access previously licensed EyeEm images

All licensed EyeEm images are now in Source
Find them via the standard asset search or the Stock Image Portal
The Efficient Elements PowerPoint extension was updated on January 12 to reflect these changes

Adobe stock