BRAND GUIDELINES 35 OUR PHOTOGRAPHY Key Points To Remember Photography is a key part of all our communications, so it is vital that we all create imagery which presents a unified brand message around the world. One simple rule to remember when creating images is to always have a reference to football somewhere in the shot. This doesn’t have to be obvious like someone kicking a ball, it can be something as subtle as the background being a surface that is commonly associated with the game, the tiles of a changing room for example. As long as we always have identifiable references to football in our shots we will create photography which feels authentic and clearly communicates the links that Umbro naturally has with the world of football. Another point to consider is that the style of photography should reflect the collection that is being photographed. For example, the Speciali Collection is a premium product range aimed at 18 - 40 year olds. So, imagery needs to relate to the consumer by looking smart and considered, we can do this by creating images that would be suitable for a men’s fashion magazine. Shooting the product this way will create aspirational photographs which the consumer can identify with. Another example is Geo Flare, which is aimed more towards a much younger group aged 8 - 15. This is an audience that can make a decision on how they feel about a brand in a split second, so the imagery needs to shout authenticity immediately. This can be done by taking a more documentary-based approach to photographs, capturing the moment, presenting the dynamism, excitement and enjoyment that are the foundations of a football match. The guidelines detailed above although quite simple should always be the first points to consider when creating photographic assets. This will enable you to generate images which communicate to the consumer that Umbro is the authentic football brand making stylish quality products which will perform on and off the pitch. S4 01. Speciali example 02. Speciali example 03. Speciali example 01. Geo Flare example 02. Geo Flare example 03. Geo Flare example