A focus on travel destinations that highlight nature, architecture, or locale with zero to minimal focus on people.
Settings are not just static backdrops. They should enhance the story and depth of the message.
Environments should provide a sense of perspective, scale, and global culture, giving viewers a sense of what it's like to visit other parts of the world.
Viewers should feel transported to the special moments and places shown in the imagery.
Photography should not be western-centric but show many different perspectives and settings from all over the world.
Photos of locations should never be culturally insensitive or inappropriate.
Avoid selecting locations that are obvious tourist photo-ops , but rather places that provide a fresh perspective of the beaten path.
Impactful stories are focused. Share one concept at a time with one primary focal point that all elements build from or point towards. Grouping all elements along a magnetic centerline creates distinctive cohesion.
Each story is supported by a grounding, stable presence of our brand through our fundamental shapes. They can be used to harmonize multiple elements and create a united visual tapestry.
We are not afraid to take up space, voice our opinion and make an impact. Layouts should feel confident in their message and not overwhelm themselves with too many elements.
Overall, our layouts are built around a magnetic centerline that draws elements towards it in balance - either by dividing a composition down the center, or by aligning primary elements to it.
Alignment around the centerline can have creative imbalance and explore unique relationships to justification.
Entire compositions can be grounded within a color block frame. Do not frame or outline individual elements within a composition.
Page halves can have their own centers and layering - use this to link multiple ideas or add depth to a visual story.
Learn more about image pairing
in the photography guidelines.
Avoid elements on a single outer edge
Avoid getting too meta with grids
Avoid single full color backgrounds
Main graphic elements should be designed as a single, distinctive focal point that enhances the narrative. Do not distribute elements across the composition.
Simple linework can be used to connect concepts and elements.
Do not use linework that is arbitrary or does not add visual flow to a story.
Illustrative elements can overflow their grounding footprint, but should not be spread across the composition.
Learn more about illustrations
in the illustration guidelines.