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Sanlam Centennial

Sanlam is celebrating 100 years of growth and prosperity. Download the Centennial CI Guide to ensure that all design and digital elements are in line with the latest 2018 guidelines, and let's do the brand proud.

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Photographic Styling

Photography does more than simply sell a product. It also sells the personality of the brand.

The start of Sanlam’s photography style guide is a framework to follow when selecting or creating images for a specific brand communication. It defines the criteria for images so that all associated elements or levels of communication possess a definitive visual signature (with room for a degree of creative flexibility).

The role of the brand photographic style is to set a mood, define a tone that is down to earth, warm, human and energetic. The role of our brand photography is not to tell a story or demonstrate a product or service. It must be used as a valuable supplement to our brand communication and message. Sanlam appeals to a very broad target audience. In an attempt to capture a broad audience in a single image would result in staged images that would falsify our audeince.

The importance of the photographic selections are to ensure that the values (Courage, Pride, Respect and integrity) of the brand are captured in simple day-day experiences. This does not imply that the photographic selections have to encapsulate all of Sanlam’s values in one image.

General Guidelines

  • Images need to evoke an emotion.
  • Ideally images should capture an experience.
  • Images should reflect the context of the content, but should not be too literal.
  • The dominant colour used in images should reflect the relevant brand entity e.g. blue for Group or Corporate, black for Investments and grey for Wealth.

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