Imagery

Overview Image Style

01 Curated Moments with People

Content: An important part of our communication focuses on people who shape our brand through their daily work. They take center stage as experts in the exchange of goods, as drivers of innovation, and as representatives of our values. Their presence conveys responsibility, professionalism, and a human-centered approach to everyday collaboration. At the heart of this is a workplace culture built on safety, respect, integrity, and teamwork. We portray people actively engaged in their work environment. These moments appear focused and calm, always grounded in authentic, work-related situations. The visual language reflects a brand identity shaped by responsibility, dependability, and forward-thinking values.

Formal: Imagery featuring people is grounded in authentic professional environments—such as container terminals, warehouses, office spaces, and logistics planning settings. Scenes are clear, structured, and contextually appropriate. Visuals avoid anything artificial or decorative. Subjects reflect a diverse mix of ages, genders, and backgrounds.

The visual style combines a documentary sensibility with carefully composed scenes, capturing people in a way that feels spontaneous and reportorial. This approach keeps individuals and their roles at the forefront, fostering authenticity and clarity. Compositions are clean and intentional, often incorporating shallow depth of field and contrast between light and shadow. Lighting is natural or softly diffused, with dramatic effects deliberately avoided to support a clear and approachable look.

A light, neutral, and slightly cool-toned color palette sets the overall tone. Brand cohesion is achieved through recurring orange accents—such as safety vests, helmets, or background elements. In post-processing, blue tones in darker areas may be subtly enhanced to reference the brand color HGT Greyblue.

02 Curated Work and Environment Situations

Content: Another important aspect of the visual identity highlights work situations in everyday business. These images illustrate the diverse facets of global trade and emphasize the brand’s role within it. They showcase a dedication to handling goods with professionalism, reliability, purpose, and passion. Similar to Level 1, the scenes are focused and deliver strong visual messages. People may be present in these images, but their inclusion is not required. The visual style reinforces core values and communicates reliability as a trusted partner for customers and collaborators.

Formal: The work situations depict authentic and composed scenes from the environments where we operate, such as terminals, loading and unloading areas, and planning processes. 

The formal guidelines follow those of Level 1: compositions are clear, purposeful, and carefully arranged. Specific aspects of work are highlighted to convey clear messages. Highly detailed or wide-angle overview images without a strong visual focus are intentionally avoided. Images should not depict dirty or untidy scenes, instead placing emphasis on the modern, efficient side of global trade. Lighting is natural or softly diffused, with no dramatic effects used. The color palette remains cool and neutral, accented with signature orange highlights. As a stylistic touch, blue tones in darker areas are subtly enhanced during post-processing to reflect the brand color, HGT Greyblue.

03 Image Pool for Everyday Communication and Social Media

Content: Level 3 of the visual language features images from everyday company life. This level may also include existing photos from the internal image pool. A wide variety of motifs from different contexts are presented to reflect the diversity of the company. All images should maintain a clear connection to the brand world.

Formal: These images are treated with greater flexibility. Whether using existing material from the image pool or newly captured photos, all motifs are generally acceptable as long as they support the brand messages and communication, and meet several formal criteria:

• The color scheme aligns with the two other image levels or is adjusted through post-processing.

• The motifs adhere to the formal principles of the other levels and avoid an artificial appearance.

• The settings are real, giving the images a natural and authentic feel.

• For social media, spontaneous snapshots or selfies are allowed as long as their style remains consistent with the other image levels.

Overall, the color scheme follows the specifications established for the other image levels.