Brand Photography
Photography helps to tell a complete story about our brand. Our photographic approach reflects a high-quality and luxurious feel.
To represent our offerings and connect with our diverse audiences, we use three image categories: architecture, people & lifestyle, and themes & sectors.
Whether you are sourcing stock imagery or briefing a photographer, follow these principles for execution and content. To the greatest extent possible, choose stock that’s rooted in engineering, driven by authenticity, full of life and does not appear “staged.”
Lighting: Scenes should be warmly day lit; limit use of night photography.
Expression: Illustrate moments of conversation, accomplishment, and partnership.
Composition: Angles should be considered, feature engaging compositions that draw the viewer in and feel natural; built environments should not feel overly clean or composed.
Texture and Motion: Images should have an implied energy that illustrates our engineering tenant, importance of the built environment, and designed spaces.
Architecture
Newmark’s primary brand Photography features abstract architectural images that are rich in texture and pattern.
People & Lifestyle
People-centric Photography integrates humans into an architectural space with the same visual sensibilities as the brand’s primary Photography. Ideally, shots capture people in motion within a space.
Themes & Sectors
Themes & sectors photography can be utilized to showcase specialized offerings within business lines, e.g., industrial properties, technology, office and retail.
Architecture
Abstract architectural images that are rich in texture and pattern. Abstract architecture images must have white/gray/blue tones for consistency.
Themes & Sectors – People
Theme and sector imagery should show a mixture of people and place.
People imagery is candid, showing a person within the sector.
Themes & Sectors - Place
Theme and sector imagery should show a mixture of people and place.
Place imagery includes a variety of perspectives and scales and should be selected to be interesting and inspiring to the viewer.
Attention to detail
Seeing the bigger picture
Photography – Dont's
Photography should be carefully curated in order to reflect a consistent look and feel. This includes adjusting the saturation, vibrancy and temperature of a photo. Overly saturated or desaturated images should be avoided.
X Saturation too high
✓
X Overly colorful
✓
X Overly posed
✓
X Contrast too high
✓
X Do not use blue overlays on imagery — only monotone (black or white) transparent overlays are permitted
✓ only monotone (black or white) transparent overlays are permitted
X Do not apply gradients effects that distort or dilute the original color integrity
Headshot Guidance
Headshots are used in a variety of corporate materials and digital applications. Follow the guidelines below to ensure consistency across different types of assets. Black and white headshots or color headshots may be used depending on application.
Use a seamless, neutral background that is clutter-free. All headshots backgrounds will be digitally replaced with Mist. For headshots on neutral backgrounds, white will be used as the background color.
Frame the image from the waist up and include extra background to the right and left of the body. This will enable you to use the same headshot in different formats while providing the flexibility to crop.
Photograph at eye level, but do not pose straight on. Tilt head slightly and/or angle one shoulder forward to avoid a direct head-on shot.
Square is the standard format for all headshots and is the required shape for presenting headshots in bios and corporate materials. Circle crops may be used selectively for digital applications where this format aligns with platform conventions. Always begin with the official square headshot to ensure consistency.
The examples to the right show how the final headshot will be cropped.
Black and white headshots are the standard for corporate level materials including the website, press releases, etc. Color headshots may be used in direct to client deliverables such as business development pitches and proposals.
USAGE GUIDANCE
Square Headshots
Use as the standard format for all core corporate materials, including:
- Website profiles
- Press releases
- Biographies
- Resumes
- Proposals
Circle Headshots
Optional format for:
- Ads
- Social Media
- Event Apps
- Intranet & team tools
Color Headshot (uncropped)
Examples of Final Cropped Headshots
Preferred Headshot Holding Shape
Black-and-White Headshot (uncropped)
Webpage Extreme Horizontal Format
Headshot Background Specifications
PLEASE DO
AVOID
Headshot backgrounds should remain consistent with the brand’s visual system. Approved options include WHITE, LINEN, and MIST
backgrounds. However, linen must not be used on white or mist backgrounds, and black backgrounds must not exceed 25% opacity.
Headshot Infringements
DO NOT use distracting backgrounds; make sure the background is seamless and neutral.
DO NOT crop too tight or tilt the camera.
DO NOT photograph from above or below; photograph at eye level.
DO NOT look away from the camera or take a profile picture.
DO NOT make your background too dark; a Mist background is a best practice.
DO NOT take a selfie.
DO NOT face the camera straight on; angle your body or head.