Photography should capture everyday life through real moments, environments and connections. The style should feel natural and unposed, revealing the gestures, routines and interactions that capture our humanity.
The people we show should reflect a broad range of ages, backgrounds, abilities and experiences. They should feel authentic and individual, never defined by a condition, role or demographic.
Natural light, authentic settings and intimate framing create photography that feels warm, immediate and emotionally true.
These principles define who appears in the photography.
Represent people across life stages, from children to older adults.
Reflect a broad range of ethnicities, cultures, identities and lived experiences. Diversity should feel naturally embedded in the world of the image, never staged for representation alone.
These principles define the moments, environments and emotions we capture.
Show genuine moments in environments that feel personal and lived-in, never staged.
Use homes, workplaces and outdoor spaces to add context and meaning.
Capture emotions ranging from quiet and thoughtful to joyful and expressive.
Show life from early morning through late evening to create variety and authenticity.
These principles define how the image is created, composed and shot.
Capture a balance of wide, medium and close-up shots to show context, action, intimacy and detail.
Use warm, available light to create atmosphere and depth. Avoid lighting that feels flat, clinical or overly polished.
Use intimate framing, layered environments, natural cropping and imperfect compositions to create images that feel observed rather than staged.
Veeva captioned photography should not be used externally following the brand launch. Only approved photography in the new brand style may be used for external communications.
For internal use, refer to the photography guidance in the new brand guidelines and use best judgement to determine whether existing imagery aligns with the updated style. Existing imagery may continue to be used internally until more new photography becomes available.
If suitable imagery is not available, contact the Brand Team at novobrand@novonordisk.com
