Imagery

Dell EMC: Our Night Brand

Imagery should relate directly to positive nature of the Dell EMC Partner Program relationship. Imagery should always have a bold, confident and contemporary style that supports the campaigns, messaging and other creative. Other guidelines for selecting imagery include:

Atmosphere

Images that suggest a dominant mood or emotional tone. These images are not object-specific, but can contain subjects of curiosity by including blurry lights, window reflections, night skies, or conceptual composites.

Action

Images that contain a person or object doing something. The pace at which the object is moving – or not – is suggested in the image through blur, silhouettes or light.

Industry

Images that are specific to the content in which they sit. Tools of the trade or identifiable objects specific to the industry should be visible. How natural light frames these images is important.

Candid portraits

Images of people from stock sites can often appear staged or forced. As a human brand, we want to show people in genuine situations. Even better, they will be using or benefiting from our products.

Thought leadership

Images that come directly from our events, headquarters or photo shoots. These images should be candid and unposed.

What to avoid doing

Imagery should relate directly to positive nature of the Dell EMC Partner Program relationship. Imagery should always have a bold, confident and contemporary style that supports the campaigns, messaging and other creative.

Other guidelines for selecting imagery include:

Don’t use images or photos just for decorative purposes. Imagery should support the message, not compete with it.

If you show people in your creative, be sure it’s in a realistic setting and not “staged” or overly posed.

Choose clean, crisp, high-quality images that are free of complicated and high-contrast backgrounds.

If you use product photography in your creative, be sure that it’s Dell EMC or Dell products – not products from competitors or from generic image repositories.

Avoid images that look like stock photos.

Dell Technologies Brands Overview

Our brands share a common visual foundation but also have distinct elements that differentiate them.