Photography

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.

Four senior adults exercise with dumbbells, smiling in a gym setting with large windows in the background.

Be warm, vibrant, colorful and positive

Man giving a piggyback ride to a smiling girl in a field. A tractor and two other people are blurred in the background.

Play with depth and focus

Three children joyfully play with balloons in a backyard.

Be spontaneous and real, not posed or staged

Three people sitting together, smiling, dressed in colorful clothes, with two wearing face masks around their chins.

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.

A green combine harvester works through a large, neatly segmented wheat field under a cloudy sky.

Show different viewpoints from close-ups to wide-angle shots (i. e. create a sense of drama, intimacy, pace or scale)

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.

Older man rollerblades on a paved road, wearing a white shirt and yellow shorts, under a clear blue sky.

Pharmacist in a white coat walks through a pharmacy aisle filled with colorful medication boxes.

Two medical professionals discuss brain scans displayed on a lightbox in a hospital setting.

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

Two people kneel on the ground, discussing near a drone on a mat. A tractor is visible in the background. They appear to be outdoors in a rural area.

A person in business attire sits in a modern office space, smiling with legs crossed.

A woman in a yellow blouse is speaking to another person near a window with a blurred view of greenery outside.

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

A healthcare professional uses a stethoscope to listen to the heartbeat of an elderly man lying in a hospital bed.

Two men have a conversation near tall grass, one holding a pen and notebook.

Hands holding freshly harvested potatoes with roots and soil.

Two children in school uniforms and backpacks walk happily outside in a rural setting.

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

Image split: Left shows a child on a skateboard extending arms, no motion blur; right shows hands in scrubs with subtle motion blur while handling items.

Left image: Child hula hooping with subtle motion blur. Right image: Cyclists racing with dynamic motion blur.

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.

Composition

Person holding an ear of corn with husks partially removed, standing in a green field.

Large green leaves are being watered in sunlight, with droplets visible on the surface.

A person in a hat examines crops in a vast wheat field at sunset, with hills and trees in the background.

Red tomatoes growing on the vine in a garden, surrounded by green leaves.

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

A group of four people smiling and holding a rainbow flag, with two of them holding bottles, outdoors under clear skies.

Person putting on a disposable glove next to a bottle of hand sanitizer and medical supplies on a table.

Three smiling children stand closely together, facing the camera.

A person outdoors, wearing a wide-brimmed hat and red shirt, holds a slice of watermelon and a knife, smiling with greenery and hills in the background.

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

A woman in a red hijab speaks into a smartphone on a bus.

A bunch of purple grapes hangs on a vine in a sunlit vineyard, with green leaves in the background.

Man holding a laptop and a branded mug, looking out a window with a thoughtful expression in an office setting.

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.

Styling

A child in a ball pit reaches out with a blue textured ball. The pit is filled with colorful textured balls.

Two women examining tall plants in a greenhouse, one wearing a lab coat.

People exercising and smiling in a bright fitness studio, with arms extended.

Smiling person with curly hair makes a heart shape with their hands in a kitchen with a brick wall background.

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

Aerial view of a combine harvester working in a field, with text on the image discussing new beginnings and challenges ahead.

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.