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04. Image Guidelines


PHOTO'S

Photographs for the city of The Hague should adhere to the following guidelines:

RECOGNISABLY 'HAAGS' (TYPICAL OF THE HAGUE)
Set in The Hague | ‘Haagse’ icons, buildings, environment | no generic images that could be from anywhere

REALISTIC
Reflecting the reality, therefore: multicultural | ordinary, typical people | documentary | clear/fresh/in focus | not posed or artificially set up | not vague or obscure | not too ‘arty’ | from normal perspective at eye level

PERSONAL
Preferably with people in view (in their environment/active | not aloof | no abstractions | not too posed/no portraits | viewer should have the feeling of being ‘part’ of the scene

DYNAMIC
Lively | not static or boring | not too many details

SURPRISING
International/richly varied/cospmopolitan | allure | history | not just the predictable locations

*    TECHNICAL REQUIREMENTS:
Landscape - 300 pixels per inch (dpi).

VIDEO'S

The following general guidelines apply to videos used to promote The Hague:

TYPOGRAPHIC LOGO THE HAGUE
Always prominently display the typographic logo of the city least once in the video: http://www.brandthehague.nl/typographic-logo. Not as producer of the video but as recognisable element of the city.

QUALITY
The material should have the highest quality possible; accordingly, no videos recorded with mobile phones or similar devices.

CREDITS
Make certain that, at the very minimum, the film ends with a closing shot from the producer (‘this is a production of …’ Introductory leader is not necessary.

FILM TECHNIQUE
Film people engaged in their activity and give them the opportunity to speak for themselves. With this approach, you are better able to draw the viewer into the video. Interviews should not be too static: use short quotes and where possible, take good advantage of facial expressions.

SOUND
Try to minimise the use of voiceovers and limit the use of music to support the video. Also, avoid too manymelodies or melodies that are too predictable melodies.


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Bureau Citybranding