Tips and techniques

As IBMers, we are objective observers of the working world. This translates into the perspectives we commonly use in photography. There are two primary viewpoints, each deliberately designed to present the world “as-is” and at its beautiful best.

We are a forward-facing organization. We treat our clients and ourselves as equals. Imagine IBM or an IBMer is the camera, this is how we view the world around us; authentically, eye-to-eye, fairly, naturally, truthfully. We take a step back, capture context, observe the environment, and present a bigger picture.

Used less often, another angle we take is to offer things from a different perspective. Equally as objective, an aerial view allows us to “elevate” our observations. This communicates a certain “eye” on consequences and impact at scale.

Image composition is the intentional arrangement of individual subjects within a scene to form the final image. There are two key aspects to composition that you should consider for every image.

The 2x Grid can be a useful guide when thinking about composing imagery and positioning subjects. Images should leverage divisions of two. Either horizontal or vertical, these divisions create zones for subjects, allowing for carefully considered compositions that feel kinetic, like moments in time.

Use the 2x Grid to establish clear focal points. It may seem prescriptive, but when seen together this approach acts as connective tissue between IBM images. The same approach is used to create delightful film experiences.

When cropping images, use a common 16:9, 4:3, 3:2, 2:1 or 1:1 aspect ratio unless otherwise specified for a particular format. These common aspect ratios work well with our 2x Grid foundation. They help create a visual rhythm within everything created using IBM Design Language—from UI components to signage, event spaces and beyond.

Whenever possible, use natural light or techniques that simulate natural light. IBM imagery is allergic to artificiality. The sincere portrayal of subject is paramount. We cannot manufacture a better reality than reality itself.

Everything should be in sharp focus. This crisp approach reinforces a deep interest in everything, and an emphasis on context and detail. Everything is presented evenly.

Avoid anything artificial. We’re a fact-based company. We communicate with clarity, and our photography should communicate this too. We avoid hyperbole and jargon. Our imagery should avoid spin and overstyling as well.

When it comes to photography, people respond to what they don’t see as much as what they do see. Too often, imagery is used to double-down on what is already understood versus adding depth and dimension. We should use imagery purposefully, to expand ideas and elicit emotion.

We are a fact-based, insightful, opinionated organization. Therefore, we try to avoid abstraction in favor of palatability and tangibility. If an image looks like it could have been created by any other organization, it’s probably lacking a distinct point-of-view (style or subject) or purposeful use that is uniquely IBM.