F jcs styleguide spread dec20 - Flipbook - Page 13
PHOTOGRAPHY
MAI N
C R IT E R IA :
The visual concept is rooted in natural understatement. This is reflected in a subtle color scheme and elegant angle and camera
perspectives. The JCS photography language captures an appealing character, attitude, and lifestyle. Featuring likeable characters
who demonstrate self-confidence, authenticity, and charisma.
• L
ighting: Natural light that
is complemented by defined
lighting to flatter the subject.
• F
ocus: Create depth and
a natural impression by
using the fore-, mid- and
background to ensure a clear
hierarchy of elements. ie.
cropping frame.
• M
ood: The mood is honest,
warm, optimistic and
welcoming.
• C
olor Tone: Achieve colors
that are rich and saturated
that connect with the overall
optimism.
Always to pair the age of the subject with the correct school to be featured. All utilized photography should try to portray diversity
whenever possible. Review photos and eliminate any thing that stands against our school policies. Please seek approval on imagery
when there is a concern or question. Photography can be enhanced stylistically with the use of vignettes, color overlays and decreased
opacity if it helps achieve a desired tone supported by the brand standards. See Cover for example.
J C S
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