The Demag imagery style expresses what we stand for: We set the industry standard. We offer high-quality products and services. We are reliable, innovative, dedicated – with safety being paramount.

General style

• Bright and generous
• Natural lighting
• Products and people in a realistic environment
• Natural presentation of individuals
• Dedicated, confident workers who like their job

Colour and contrast

• High contrast
• Primary colours (Demag Corp Blue and Demag Yellow) are highlighted
• Other colours are slightly desaturated

Perspective

• Symmetry or geometric set-up preferred
• Medium to long focal length (no extreme perspective distortion)

Strictly to be avoided

• Black and white photography
• Unclear message
• Extreme perspectives
• Soilings/disturbing elements
• Unclear or unrealistic image composition
• Cut-out on coloured background

Photo examples

Retouching

Retouching always aims to achieve a clean but realistic image free from unnecessary elements. Not every image needs to be retouched. Our examples show possible retouching steps.

Remove disturbing elements

Remove soilings and disturbing elements, such as tools, waste or pieces of wood lying around. Cranes can be scratched when they are used, but in photos we want to show them as nice and new as possible, so please remove any scratches on equipment.

Make sure that no logos other than the Demag logo are visible. Also ensure that the Demag logo in view is the latest version.

Make sure the Demag logo is not disturbed by a bright highlight or reflection and remove if necessary.

Increase contrast and brightness

Our imagery is bright, light and clean. Increase the contrast or brightness of images as necessary. When doing this, beware of burned-out highlights: burned-out highlights are the bright areas of an image where all detail has been lost. To avoid this, make sure that you tone down either the contrast or the brightness curve (or both, depending on the image) by softly masking the affected area.

Replicate brand colours accurately

It is very important that you ensure the main brand colours – blue and yellow – are correct. Yellow can easily go too bright in some parts of the picture while looking perfectly fine in others, in such a case you need to adjust the affected area to the rest of the yellow.

Desaturate secondary colours

In order to emphasise the brand colours, desaturate all other colours. Generally, the colour temperature should be slightly cool, rather than warm.

Add emphasis

To create a balanced and clean impression, tweak areas of the image that stick out because they are not aligned with the rest. Maybe the background needs to be a bit darker, maybe the roof needs to be brighter. When brightening areas, you may use a subtle blue overlay to keep the colour cool and fresh.