Photography – for Centurion Line & Cobrand American Express-led only Strategic point of view Composition All content should have a character who is the hero/American Express Photography composition is extremely important in conveying the Cardmember, surrounded by the Relationship Device. American Express brand messages. Please follow the rules below: Subject matter subject matter should feel authentic, real, and captured 1. Images should be uncluttered to maximize legibility of advertising in the middle of a moment. Not overly staged. elements. Consider how the Relationship Device, headline + body copy, logo lockup will appear. Scenarios should feel aspirational but attainable. 2. Images should be rich in color. Avoid muted or black and white photography. Scenarios should feature shared experiences and social moments, * not people alone. 3. Avoid extreme close-ups which do not have clearspace for the Relationship Device. People should represent modern Cardmembers: • Represent diversity in gender, ethnicity and age • Avoid stereotypes in age and gender roles (i.e., women shopping, men in suits, etc) • Should feature real people of all shapes and sizes. * Note: Vista and locations images are sometimes needed to inspire travel but not typically used by themselves. ‹ Contents ›