Brand Standards Guide
PORTACOOL BRAND STANDARDS
16
PHOTOGRAPHY
PRIMARY IMAGERY
Effective use of Portacool style photography is as
essential to the brand as the Portacool logo, typography
and colors. To best assist in the Portacool brand
positioning, photography must have dynamically
interesting composition and show the user engaging in
their profession in a comfortable and condent manner.
All images should include the correct Portacool product
used in the promotion, print or web advertisement, in
addition to the worker who best exemplies the tool
and the environment in which it is being used. Primary
photography should also show the product and worker
in the correct environment, and be compliant to normal
safety and clothing standards. All marketing materials
should be accompanied by a primary photographic
element when applicable.