HANDSHAKE BRAND GUIDELINES 2021 55 Photography Photography is the quickest way to establish tone. It’s important that Handshake imagery aligns with our content and communication style. Choosing photos that are dreary, distracting or unapproachable can detract from our brand message. Additionally, using too broad of a photographic aesthetic can create inconsistencies in our visual voice. INCORRECT USAGE ▶ DO NOT USE IMAGES OR SITUATIONS THAT DO NOT FEEL GENUINE DO NOT USE IMAGERY THAT IS OVERLY BUSY AND CLUTTERED DO NOT USE IMAGES THAT FEEL DRAB AND LACK OPTIMISM DO NOT USE IMAGERY THAT HAS DISTRACTING LIGHTING EFFECTS DO NOT CHANGE THE HUE OR SATURATION DO NOT USE B&W PHOTOGRAPHY