Brand System

Photography

The ideas and suggestions outlined on this page are intended to result in consistent, quality images that best define Sonance in both style and substance, while providing flexibility for use across multiple mediums and marketing needs.

"Photographers should follow these guidelines to ensure Sonance is always represented by well-lit, high-resolution images with an elevated sense of both interior design and human interaction in the world."

It's impossible to anticipate every image requirement, but these guidelines will help maintain consistency across all visual communications.

Product Photography

It's important that all Sonance products are presented in a clean, clear, and consistent manner.

Do's

  • Products should always be new and as flawlessly clean as possible
  • Products should always be silhouetted against clean, flat backgrounds—white or charcoal preferred
  • Use a soft reflection to anchor the product
  • Even lighting with no extreme highlights or shadows
  • All products should be photographed from front, back, side and 3/4 angles
  • The perspective should never make a product look distorted or unnatural
  • Choose an angle that best complements the product and messaging
  • Leave generous amounts of negative space to allow for placement of logos and typography

Don'ts

  • Never show the product without the soft reflection below
  • Do not place products in a busy, confusing or messy setting
  • Do not place products over gradients or colors that aren't on brand
  • Avoid cluttered compositions that distract from the product
  • Do not use harsh lighting that creates unflattering shadows

Lifestyle Photography

Sonance lifestyle photography should always depict the experience of using our products and solutions. It's not always possible to showcase Sonance product, as it's often invisible or "designed to disappear."

Do's

  • Depict the experience of using our products and solutions
  • The environment should clearly indicate a relevant space where Sonance speakers would be found
  • The environment should be clean and styled appropriately—eliminate distracting props
  • Consider generous use of large sections of negative space for type or design elements
  • The product does not need to be in the center—feature angled ceilings or interesting horizons
  • The composition should feel dynamic and intriguing
  • Environment should reflect the level of sophistication connected to the Sonance brand

Don'ts

  • Do not use photography that shows product in an unflattering environment
  • Do not show our products in unfinished environments
  • Do not let photo credits disappear into the background or conflict with the subject
  • Do not leave unequal space to the left, right, and below photo credits

Layout Principles

It's important that all elements are presented in a clean, clear, and consistent manner.

Standard Layouts

When the product is shot on clean white (or single color) backgrounds, that background can easily be extended to create beautiful layouts. Overall, generous amounts of negative space allows for easy and effective placement of messaging and design elements.

Dynamic Layouts

Clean white (or single color) backgrounds and more extreme crops of certain Sonance products can create dynamic, modern layouts. Balanced compositions are preferred.

Typography Placement

Typographic and design elements should be anchored to the left-hand side of the composition. Typography along with the relationship to other design elements should be positioned in a consistent manner from piece to piece.

Photo Credits

When crediting a photographer, follow these guidelines consistently.

Placement

  • • Appear at the bottom left or right depending on photo composition
  • • Typeset in a minimal typesize (Montserrat Regular)
  • • Place in an area of contrasting color
  • • Ensure space to the left, right and below the credit are equal whenever possible

Format

  • • Brief description or location of the image
  • • Followed by "Photo courtesy of ______"
  • • Insert dealer, photographer, etc.
  • • Do not let the credit conflict with the subject of the photo

Background Guidelines

White Background

Preferred for product photography. Allows easy extension for layouts.

Charcoal Background

Alternative for dramatic product shots. Creates premium feel.