Contents
Introduction ...................................................................................................................... 3
Setting the scene ................................................................................................................ 6
Primary and secondary images ...................................................................................... 7
Shot Guide .......................................................................................................................... 8
Aim for/avoid ....................................................................................................................... 9
Production Standards .................................................................................................... 10
Briefing the Web, Multimedia and Design team .......................................................... 11
Copyright and Permissions .............................................................................................. 11
Brand Guidelines, Standards and Accessibility ........................................................... 11
Contact .............................................................................................................................. 11
IMPORTANT!
If you are considering taking, contacting external production companies or purchasing any stock photography, it is recommended
that you contact the Web, Multimedia and Design team for guidance. Please email: 47E(d)
Photographic style
Our style of photography is modern, authentic, striking and aims to capture the moment in a natural and unposed way. Our
photography tells our story, highlighting innovative new products and services, how we support the Australian economy and the
public and businesses through our world class IP rights system.
We use full colour ‘hero’ photography that balances against our minimalistic, clean, and bold visual identity. Our photography
compliments the Brand and Style Guidelines use of solid colour and infographics, illustration and typography.
The photography we create provides us with opportunities to tell our audience a more complex and visually stimulating story. We do
this through pairing bold close-up images with dynamic portraits and landscapes to create engaging narratives for our audience.
Through focusing on the foreground with the background slightly out of focus, we emphasise our subjects’ actions or moment. The
background scenes we capture are clean and uncluttered, providing context and richness to the images we select. The colour we
use in our photography is light, bright, and rich – which draws attention to the diversity of our photographic offerings.
Production Standards
• As a minimum, all images are to be reproduced at 300 DPI at 100% of the final size required.
• The preferred camera lenses are: 35mm, 50mm and 85mm between f1.8 - 2.8.
• Colour balance the environment to set the tone and use additional lighting to match the ambient lighting.
• Capture RAW images unless retouching is required.
• File size should typically be around 5MB, and this should be a minimum size to be delivered allowing for A3 prints @300dpi. If
larger reproduction sizes are required, please consult the Web, Multimedia and Design team.
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Briefing the Web, Multimedia and Design team
Providing a brief to the Web, Multimedia and Design team is the best way to ensure you achieve your goals when undertaking
a new project.
To assist you in providing a brief to the Web, Multimedia and Design team, please consider the following:
•
Scheduling: Please be considerate of the range of factors that could affect the project. These factors range from the weather,
availability of talent, lighting, and the environment.
•
Timelines: it is imperative to establish clear and realistic timelines of the draft review process, approval sign offs and when the
final asset is required.
•
Assets: please make sure you advise of the types of assets you will require. This could include multiple sizes for social media
and/or other platforms.
•
Talent: it is recommended that talent (people in the photographs) are identified so that the appropriate approvals, release forms
and permissions can be obtained.
If you would like to discuss your requirements please email: 47E(d)
Copyright and Permissions
Permission
Any person being filmed must sign a Media Consent form which clearly shows they consent to their image(s) being used by IP
Australia, as per the Photography Style Guide.
In the event that it is not possible to ask everybody being filmed for permission, such as a large event, signage informing people
that filming is being undertaken must be clearly displayed. The signage should indicate who to contact if someone does not want to
participate in any way.
It is important to note that in all instances prior to children being photographed, full permission must be obtained by the relevant
parent or guardian.
Copyright: Audio, Music and stock images/footage
All stock audio, music and stock footage used in production of multimedia assets for IP Australia must have the correct permission
and licences in place. Our team has access to stock image libraries and subscription accounts containing a plethora of available
content. For more information or any requests for access to the image libraries, please contact the Web, Multimedia and Design team
for advice at 47E(d)
Brand Guidelines, Standards and Accessibility
When applying our brand to any communication, we consider the importance of IP Australia’s brand guidelines, communication
standards and accessibility.
For further information on standards please refer to the following:
• The IP Australia Corporate Style Guide is available to staff to ensure consistency across the agency.
• Services we offer through our Communication Service Charter
• The Australian Government Branding Guidelines
• The Australian Government Style Manual
• The Multimedia Style Guide
Contact
For any enquiries regarding photography please contact the Web, Multimedia and Design team for advice at
47E(d)
