MetLife Visual Identity Guidelines Photography 6.2 Issue 1: December 2016 Photography Use We use photography in three ways: as a single image, as an image pair, and as portraiture. Each format requires specific considerations, yet all help connect our brand with the people we serve. Single Image Image Pair Portrait Single images portray either representations of what we do (benefit) or the people We build image pairs by binding one benefit We use portraiture only when it accompanies for whom we do it (humanity). image with one related humanity image to customer quotations in order to humanize demonstrate two chronological moments of the and give vitality to the voice of the customer. same story: a customer’s experience in which Portraits are never used in a pair nor as the MetLife benefits touch his or her life. voice of MetLife. Benefit Humanity Objective To indicate the content of the communication; Objective To express humanity, emotion and personality; Objective To demonstrate MetLife’s partnership with people’s lives Objective To humanize the voice of the customer; to illustrate e.g., the product, value proposition, benefit to demonstrate a real-world situation through empathetic, human-centric storytelling customer quotations. Subject Goods, artifacts, or principal focus that directly Subject Candid people in genuine moments; personal, Subject One benefit image and one humanity image that demonstrate Subject Real, approachable people seen in their natural environment. relates to the benefit or product humanizing details that add unique personality two closely related moments of the same story Treatment Tightly cropped, close-up point of view Treatment Pulled-out point of view that reveals more Treatment Paired by following the procedure outlined in the grid section Treatment Subject is centered, shot straight-on, looking honestly at the of the subject’s setting of our brand guidelines camera; closely cropped to head and shoulders; even, natural lighting; out-of-focus background Benefit – Vision Humanity – Emotional Milestone A couple can get away, because they have RV Insurance. Benefit – Dental Humanity – Real-World Workplace A man uses his employee benefit of Vision Insurance to get the glasses he needs to feel good and perform well at work.