Photographs - Home | Brand Center...- A spectacular view showcasing the site. - Closer or more distant shots, with people. Make sure that employees are wearing their personal protective

A powerful way to convey emotion and promote awareness, our visuals are directly connected to our commitment to better energy. The style is natural, friendly and light-filled.

People are always front and center, doing something in their own environment.

6 — Photographs

Graphic & Editorial Guidelines - May 2015 | 40


6 — Photographs

BASIC CONCEPTS AND OVERALL STYLE

Goals:- Highlight employee commitment to better energy.

- Depict everyone’s energy and showcase people and Total’s actions and interactions for and with stakeholders.

- Opt for expressive, compelling visuals of people in action, in natural situations and daily or work life, whenever possible

VALUES TO CONVEY

- People- Modesty- Local presence- Commitment- Energy & vitality- Respect for people and the environment- Empathy- Likeability

PHOTOGRAPHIC STYLE - Natural, warm light - Bright, intense colors - Sharp contrast - Compelling composition: use of perspective - Focus on action

INCORRECT USAGE :

- Safety violations- Blurred or pixelated images- Backlighting- Black & white- Shots of people’s backs- Hazardous situations- Flat, complex images lacking in perspective- Arrogant attitude- Touched-up images (special effects, color filters, etc.)


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6 — Photographs / People

Employees Active on the front lines:- Always doing something, in their work environment- Natural pose, smiling and friendly- Engaged attitude

Make sure that employees are wearing their personal protective equipment.

Examples

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Employees Active on the front lines:- Always doing something, in their work environment.- Natural pose, smiling and friendly.- Engaged attitude.


Examples

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Employees Active on the front lines- Always doing something, in their work environment- Natural pose, smiling and friendly- Engaged attitude


Examples

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6 — Photographs / Incorrect usage

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Examples

Employees Active on the front lines:1- A visual lacking in contrast.2- Individual without personal protective equipment at a production site.

3 - Image too dark.4 - No shots of people’s backs.5 - Faces obscured.


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Employees Portraits:- Natural, friendly poses. - Expressive faces.

- Head & torso shot, in their work setting.- Soft-focus and light-filled background.

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Examples

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Employees Portraits:- Natural, friendly poses.- Expressive faces.- Head & torso shot, in their work setting.- Soft-focus and light-filled background.


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Examples



Employees Portraits:1 - Stiff pose. 2 - ID photo, tight frame.3 - Not looking at the camera.

4 - No light or soft focus in the background.5 - Background too sharply focused and visible.

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Examples



Employees Groups:- Groups of people who seem close and exude team spirit. - Natural pose. - Open, friendly interaction.


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Examples

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Examples

Employees Groups:1 - Backlighting. 2 - An overly posed group, arrogant attitude.

3 - A low angle shot and stiff pose.4 - A scattered, non-cohesive group.

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Events - Wide shots of the event and its environment. - Candid, “journalistic” shots.

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Examples



Events 1 - Event without people.2 - Too much going on in the background. 3 - Overly formal pose.

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Examples

Stakeholders Portraits:- Natural, friendly poses. - Expressive faces. - Environment in the background.

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Stakeholders Portraits :1/3 - Not looking at the camera.2 Stiff pose.

3 - Too much going on in the background (too sharply focused and visible).

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Stakeholders Interacting with us:- People doing something, in their own environment and daily life.

- Natural pose, smiling and friendly. - Showcase the benefits and close relationship and how we work together.

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Examples



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Stakeholders Interacting with us:1 – Back shots, disorganized staging.2 – Stiff pose, no interaction between the people.

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Examples

Stakeholders Groups:- People who seem very close.- Natural, engaged attitude and pose.- Candid, “journalistic” shots.

As stated in the Guide to Responsible Communication, when you use photos of minors, make sure that you do so appropriately and only if it adds value to your message.

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Stakeholders Groups:1 - A scattered collection of people (lack of light).2 - Back shot

Examples 2 1

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6 — Photographs / Places

Our Work Environments Production sites and facilities:- Compelling composition that provides some perspective.- A spectacular view showcasing the site. - Closer or more distant shots, with people.


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Examples

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Our Work Environments Production sites and facilities:- Compelling composition that provides some perspective. - A spectacular view showcasing the site. - Closer or more distant shots, with or without people.

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Examples

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6 — Photographs / Incorrect Usage

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Our Work Environments Production sites and facilities:1 - Poorly framed (people cut off). 2 - Too tightly framed, a flat visual.

3 - Backlighting.4 - No perspective or meaning.

Examples

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Our Work Environments Offices and service stations:- Compelling composition that provides some perspective.

- Wide framing of the site and its environment. - Closer or more distant shots, with or without people.- Showcasing of the Total brand.

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Examples



Our Work Environments Offices and service stations:1 – Empty office.2 - Total brand poorly or not at all visible.3 – Composition does not showcase the brand.

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Rural and Urban Landscapes - Compelling composition that provides some perspective. - Wide shots of the environment. - Majestic showcasing of the site, nature or the landscape.

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Examples

! As stated in the Guide to Responsible Communication, when you use photos of places, make sure that you do so appropriately and only if it adds value to your message.



Rural and Urban Landscapes 1 – Lack of perspective.2 – Backlighting.

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6 — Photographs / Equipment and Materials

Spotlight on Materials - Studio shots (neutral background). - Showcase texture and color.

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Examples


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6 — Photographs / Equipment and Materials

Spotlight on Handling

- Close-ups of people handling materials and equipment.

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Examples

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Spotlight on Materials and Handling

1 - Disorganized visual (black background). 2 - Poor quality surroundings for the shot.

3 – Unclear what is being done.4 – Black & white.

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Documents

Photographs - Home | Brand Center...- A spectacular view showcasing the site. - Closer or more distant shots, with people. Make sure that employees are wearing their personal protective