Corporate Design

Our Imagery

There has to be consistency with our visual style. The tonality of our imagery is always authentic, not staged, visually intriguing, but never exaggerated, and always with a high aesthetic appeal. WAGO imagery is genuine, accessible and uncomplicated. It focuses on people, products, industry and performance.

Visually the WAGO Imagery is mainly recognizable through its brightness, realistic colours and clear structure.

People and situations appear approachable, authentic and natural. No typically staged poses. The viewer participates in the role of the observer and the persons depicted do not gaze straight into the camera unless it is explicitly required (e.g. portrait photography). The emotions of the people are appropriate to the situation in which they deploy their activities and convey a positive attitude. Our people photography represents the workforce diversity of our company. Stylistic elements such as depth of field or reflections may be applied if it supports the image motif.

The clothing of the people depicted moves within the range “Smart Casual”. Brandings are only displayed in a rather subtle way, e.g. an embroidered WAGO logo on a shirt. Workwear is not too dirty, but equivalent to the respective working environment.

In portraits heads should never be cut off. In group pictures every person should be recognizable. Images should not be too colourful and images without focus and unrealistic colours should not be used.

Industry photography and depiction of focus topics such as sustainability and digitalization will reflect the WAGO manufacturing/production, company headquarters and branch offices.

People should always be part of the image. Overviews should have a certain three-dimensionality.

▪ Exciting and wide perspectives
▪ High contrast
▪ Great depth

Stylistic elements like unusual perspectives and abstraction may be applied, unless this does not lead to some kind of unrecognizable condition or the image appearing rather flat or sterile.

No banal and stereotyped depictions of our focus topics such as holograms, binary codes and plexus grids. No bad and unrealistic montages as well as fake sky and suns are allowed. Strange and unnatural coloured and overcrowded or boring images should never be used.

We put our customers in the center of our actions. This credo can also be experienced within our photography. The images show people in deep conversation, communicating at eye level and learning from each other. Our customers are experts, completely focussed on their work. They are masters in their jobs and show passion for what they are doing.

We empower our customers and enable them to achieve their goals and fulfill their dreams. You can see it in their faces: utter satisfaction, pride and confidence.

If WAGO employees are part of the picture, they will always be in the thick of it. As a mentor, as a partner, as a friend.

No clearly staged scenes or stereotyped motifs such as handshakes, High fives and Thums ups. No exaggerated laughter or direct gaze into the camera. No images showing customers that appear to be overstrained and uncertain or pictures that even make fun of them.

Our employees are our most valuable asset. Why is that? Because they are the fundament of our company’s success. Because they bring in their expertise and knowledge. Because they show love and passion for their profession and therefore drive us forward as a company. Together. Worldwide. Every day.

Our employees are the ambassadors of our brand. We recognize that our employee’s diversity and cultural wealth are our strongest capital. We believe in mutual respect, companionship and appreciation. These are the key messages, which are also conveyed by the pictures.

No clearly staged scenes or stereotyped motifs such as handshakes, High fives and Thums ups. No exaggerated laughter or emotions that are inappropriate for the situation.

Portrait should always be taken in a bright surrounding with a natural lighting. If possible, the background should be blurred with a nice bokeh. No studio settings with plain white or dark backgrounds.

Our product photography show single items with their main features. The arrangement is clean and tidy and all important components are clearly visible. The product is placed on a white or light gray background and is illuminated perfectly. The camera angles are defined and can be found by clicking on the button below.

Emotional product images showcase our products as high-quality, elegant and perfect in form. This way of representing allows more freedom within the play of light and perspectives as well as interesting details and close-ups.

Only photo-realistic images. No erroneous or incomplete products. No unrealistic or bizarre collages or arrangements. No stylization of products as a mascot, cartoon or super hero character.

For catalogue and online shop images: No perspectives that are not defined within the product perspective guideline mentioned above.

Images showing our products in application should always have a reference to their place of installation and its context. If possible, the images also show people in interaction with WAGO products. In addition to the general WAGO visual style these images should be as simple and clean as possible, keeping the focus on the product. If it is possible the background should be blurred.