BRANDING GUIDELINES

BRAND INGREDIENTS

PHOTOGRAPHY + VIDEOGRAPHY

We strive to use photography and videography that is relatable, honest, and authentic. Much like our brand voice, we have distinct purposes and treatments for functional and expressive photography and videography.

FUNCTIONAL

Functional photography and videography are used for product and education focused content. This includes photos/videos of our mobile app and webapp, scales, promotional materials or any other branded physical or digital products SalonScale creates. Functional photos/videos should be true to the actual quality, scale, color and functionality of the product. We want our products to be represented as accurately as possible in digital mediums when our audience is unable to physically interact with the product. This means that any modifications or treatments of the photo/video in production or post-production should aim to correct rather than enhance them beyond a realistic interpretation.

Functional photography and videography are used for product and education focused content. This includes photos/videos of our mobile app and webapp, scales, promotional materials or any other branded physical or digital products SalonScale creates. Functional photos/videos should be true to the actual quality, scale, color and functionality of the product. We want our products to be represented as accurately as possible in digital mediums when our audience is unable to physically interact with the product. This means that any modifications or treatments of the photo/video in production or post-production should aim to correct rather than enhance them beyond a realistic interpretation.

  • The color of the products is accuratley represented
  • Products are shown to scale relative to other objects
  • The functionality of the product is accurately represented (i.e. no old products or future product versions that are not yet released)
  • Scales should be on if shooting a measurement scene, if static or not in use scale does not need to be powered on
  • Phones should always have an app screen showing in the final edit and effort should be made to align the values on the scale to what is shown in the app
  • When possible, try to have the text on the product at an angle that is readable (e.g. scale label or app info)

EXPRESSIVE

Our expressive photography and videography follow many of the same principles as our illustration style. This type of photography and videography is used to communicate the feeling and personality behind the SalonScale brand. Using people-centric photos and footage that aligns with the SalonScale brand color palette, and are set in a studio, educational or salon setting are best. Expressive photos/videos may use more creative production and post-production techniques but should always strive to align with our brand values. Additionally, we aim to create as inclusive an environment as possible, so it is important to make diversity a priority when selecting subjects for our expressive photography and videography.

  • Inclusion + diversity should always be top of mind
  • Use salon tools, products, and natural elements to support the main subject
  • Put emphasis on different hair types, styles, and colors
  • Feature different styles of subjects’ clothing should be on if shooting a measurement scene, if static or not in use scale does not need to be powered on

COMPOSITION + EDITING

Regardless of how the photo/video was sourced and the subject or tone, planning and consideration should always be given to the composition, the editing treatments as well as the end channel and users. When selecting photos and videos for content, the most important thing to keep in mind is that the photo/video should always support the key message or objective of the content piece.

COLOR

The coloring of photos/videos created by SalonScale, hired contractors of SalonScale, or that is featured in a SalonScale owned channel should always align to SalonScale brand colors (including the neutral tones within our palette). Content created by those outside of the SalonScale organization (for example reposting social content from our users) may use colors outside of our palette when featured in stories or reels to maintain the authenticity of the original post.

RESOLUTION

All photos and videos regardless of their source must be in-focus and high resolution. Images should be shot in raw when possible or jpeg as an alternative. Video files should be shot in minimum 1080p resolution and mp4 format is preferred.

LIGHTING + CONTRAST

The subject matter should always be well-lit (not over or under exposed) and adequate contrast between the main subject and background elements is key. The subject should not have harsh shadows or highlights cast upon it. When shooting scales or reflective surfaces, it is best to “bounce” the lighting to reduce the amount of glare.

FRAMING

Where possible, effort should be made to frame the subject using leading lines. The subject should always be framed with adequate headroom and consideration should be given to body positioning and symmetry. Depending on the objective of the photo/video, symmetrical or asymmetrical framing may be opted for with the understanding that symmetrical framing typically produces a more staged look whereas asymmetry feels more natural. Using the rule of thirds is encouraged. When products are placed partially out of frame, make sure this appears to be a deliberate choice by offsetting a substantial enough portion of the object out of frame.

The camera angle can also support the story being told in the photo/video. Framing the subject at eye level is generally the most comfortable. Shooting the subject from below may make them look more important or dominant, and shooting them from above my make them look or seem inferior or less important. Similarly, the angle at which a product is shot is important to consider. For example, a top-down approach may be best for an app demonstration, whereas a side approach may be better for capturing shots of measuring or pouring or to reduce the glare from reflective scales. Effort should also be made to reduce distracting elements from the frame such as plants behind the subject’s head, unappealing clutter, flyaway strands of hair, makeup smudges, etc.

SETTING

The subject’s environment should be chosen strategically. Most often shoots will take place in a studio, salon, educational setting, or settings associated with a stylist’s day-to-day life. Also consider the supporting products and objects featured in photos/videos. If content is being created for a specific brand, be sure to use products from the featured brand’s product line and not its competitors. When there is no key sponsor or partner for the content, effort should be made to randomize the products featured to show the range of brands the SalonScale app supports.

EDITING + RETOUCHING

Retouching to remove distracting spots, correct color, create even tones and textures, and remove unwanted objects is encouraged. Keeping authenticity in mind, images should not be edited or retouched to the extent that they appear artificial or unrealistic. To avoid unnecessary edits, ensure products (particularly phones and scales with reflective surfaces) are cleaned prior to shooting. Additionally, video clips should be edited together using clean cuts that are on time with the music or other audio cues.

DISTRIBUTION + PUBLISHING

When publishing and distributing work it is important to ensure credit has been given where necessary (e.g., tagging the photographer, videographer, makeup artist, modelling agency etc.). Never publish or distribute raw or unedited photos/videos as it can reflect poorly not only on the SalonScale brand but also on any other contributors involved in the creation of the content. When posting videos to social channels ensure the preview frame is not just a black square and consider how it looks within the larger grid. Always show closed captions on published videos.

SUCCESSFUL PHOTOGRAPHY

The following are examples of successful photography. These images follow the composition and editing guidelines.

SUCCESSFUL SCALE PHOTO

SUCCESSFUL ENVIRONMENT + PRODUCT PHOTO

SUCCESSFUL PORTRAIT

UNSUCCESSFUL PHOTOGRAPHY

Here are a few examples of photography styles to avoid. These examples do not follow the composition and editing guidelines.

UNSUCCESSFUL SCALE + ENVIRONMENT PHOTO

UNSUCCESSFUL PORTRAIT

SUCCESSFUL VIDEOGRAPHY

Here is an example of successful video composition. This example showcases the subject in an appropriate setting with consideration given to framing and background elements. The camera is at eye level with the subject and the subject is well-lit, in-focus and the overall composition aligns to brand colors.

  • The subject has adequate headroom (indicated by pink arrow)
  • The subject is framed using leading lines from surroundings such as shelving, cabinets and countertop (indicated by green lines)
  • The subject is framed asymmetrically using the rule of thirds (indicated by blue grid)

SUCCESSFUL VIDEOGRAPHY CLIP

SUCCESSFUL FRAMING + COMPOSITION TECHNIQUES

EDITING EXAMPLES BEFORE + AFTER

Here are a few examples of photos before and after edits have been made. The before photos demonstrate how photography can have a negative effect on brand image when it does not meet the editing standards. The after photos showcase how subtle enhancements can elevate brand assets without looking too artifical.

UNEDITED BEFORE IMAGES

EDITED AFTER IMAGES

SALONSCALE BRANDING GUIDELINES 2022