BP交通VI手册1.pdfVIP

Applying the brand in the Lubricants Services SRU photography brief Our objective To create a consistent look and feel through photographic style that can clearly be identified as, and communicate the BP brand. The photographic style does not dictate specific images to be used or the exact content of the images. The content should always be relevant to the specific communication and audience. What it does do is give guidance to how the images should be composed and the qualities that should be communicated through them. Our photographic style • our photographic style should communicate the BP brand values and lubricant interpretations of these values (BP lubes attributes) - see image drivers • our photographic style should be distinctive, human and appealing • our photographic style should be relevant for all communications in both B2B and B2C markets • our photographic style should be distinctive to BP lubes and clearly differentiated from Castrol Always remember... ...when selecting/commissioning images, ask yourself these questions: What is the message I want to deliver? Does the chosen image deliver this message clearly? How can I use this image most effectively? Applying the brand in the Lubricants Services SRU photography brief image drivers BP brand values The image drivers are a visual expression of the BP values and the lubricants performance attributes, and are the foundation for creating all BP lubes imagery. innovative progressive Optimistic