Farmer at harvest and the text "dynamism and energy"

Our imagery plays a vital role in bringing to life our brand attributes. We choose and create photography that’s warm, vibrant and colourful, buzzing with dynamism and energy. It feels spontaneous and real, not posed or staged. We show a diverse world that is full of life.


The most important aspect of the photography is to create authentic images that respond to our brand. Our imagery plays a vital role in capturing the realities of life and shows the vibrant, energetic world that Bayer helps to thrive. We are a visionary, passionate and optimistic brand, so where possible try to think of scenarios that capture our personality. Show how Bayer is helping our people and our planet thrive in a vibrant and energetic way.

Our photography principles:

  • Be warm, vibrant, colourful, and positive.
  • Play with depth and focus.
  • Be spontaneous and real, not posed or staged.
  • Show a diverse world, full of life.
  • Shows different viewpoints from up-close, to wide-angle.


Inclusive and diverse imagery

The selection/production of photos has the power to make our brand and company tangible as a real inclusive and diverse operating unit. Here are some tips which will support you in your daily work and help you to make the best possible decision. Please pay attention not only while selecting/producing photos, but also while cropping and composing. 

  • It's not just about who is pictured, but also how the person(s) in a photo is presented through the composition of the photo.
  • Be sensitive in who appears active and dominant in an image and how. These questions can help in this regard: Who is explaining something to whom? How is the person socially positioned? Is this reinforced by the image composition?
  • Do not only show people from different categories and dimensions of diversity. Also differentiate different people and personalities within these groups.
  • Showcase a diverse world, have a variety of age, disability, ethnic origin, family status, gender, gender expression, gender identity, national origin, physical characteristics, pregnancy, religion, sexual orientation, social origin, or skin color, unless prohibited by local legislation.
  • Try to choose people with genuine relationships like couples and families.
  • It's not necessary to create diversity in one image. It is sufficient to look for balance within one medium such as a website or brochure.


Employees and headshots

  • Where possible follow all portraits and people guidance for photographing employees engaged with colleagues and at work.
  • Where personal head shots are needed, capture the subject relaxed and at ease. Talk to them during the shoot and have them answer to camera so they don’t become posed or staged.


Natural portraits and people

  • Capture subjects in a spontaneous, reportage style – mid-gesture rather than still. Generally, they are not looking to camera. If they are, the shot still feels candid.
  • Aim for natural situations that are not posed or staged with expressive, positive subjects.
  • Life and people play a central role in our brand, so try to include people wherever it feels natural and appropriate. They don’t always have to be the subject. It might be a close-up of a hand holding tools or even a context suggesting people have just left the shot – like herbs on a cutting board.


Motion scale

Create photos that have a sense of motion and movement. Life is not static or staged. Motion blur can be an effective way of showing movement within our imagery. Avoid using motion blur in too many shots. Alternatives include showing subjects mid-gesture, capturing elements mid-air, or simply capturing movement sharply, without motion blur. All movement must be captured on camera, and not added in post-production.



Different viewpoints from close-ups to wide-angle shots can create a sense of drama, intimacy, pace or scale. There are three main tiers:

  • Avoid wide-angled lenses that can create foreground distortion shots.
  • Avoid too many conventional, front-on shots. Use unexpected viewpoints.
  • Aim for scenes that don’t appear too considered or staged.


Color and lighting

  • Saturated images that are rich in color create a positive, human feeling. Imagery that contains mostly grey and neutral tones should be avoided. Avoid scenes that are too light or dark.
  • Avoid silhouettes, back-lighting and foreground flash effects.


Focus and depth of field

  • Maintain focus on the subject of the image, though parts of the image may be blurred.
  • Shallow depth of field with the subject in focus and background/ foreground out of focus can help to add a sense of movement.



  • Models should be either wearing everyday clothing, or if at work, appropriate clothing for the task they’re performing. Always ensure any workwear shown complies with all appropriate health and safety requirements.
  • Make-up and styling should appear natural and understated.
  • Models can show character and personality. Bayer branded uniforms may be used. However, externally branded clothing is not permitted and if worn, branding should be removed in post production.
  • Make sure that the objects and items used around fit the sustainable approach, i.e. no leather usage


Photography in use

Here are some key examples

  • Note: Imagery with minimal background elements is more flexible, as it’s easier to place text over it (but note that text doesn’t have to go directly over imagery).
  • Text can be placed directly on photography (ensure legibility). Alternatively, text can be placed on coloured panels.
Photography Checklist
Taking your own photos without the help of an agency or professional

If you have any further questions about this or any other section of Bayer Identity Net, please contact: