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DENSO Corporate Identity Design System

DENSO Corporate Identity Design System

People & Workplaces

Overall Concept

At DENSO, all of our employees work together to create a global driving force. Each and every one of us contribute our unique strengths and skills to our work every day. We want to express the motivation and energy that each of our employees holds. In this category, we provide guidelines for DENSO employees, the specialists creating advanced technologies, and work environments, where highly reliable products are made.

There are five categories of images:

Portraits

Concepts

How you take portraits of your employees can change the impression of your company. Keep the following keywords in mind to make your portraits look and feel like DENSO.

  • Confident

  • Natural

  • Friendly

  • Approachable

Guidelines

On-Location Portraits
If you need portraits that tell a story, shooting on location is recommended. Locations can be employee work environments or spaces that evoke an employee's area of expertise. Focus on the subject matter and aim for a clean, balanced composition.

Posing Tips
People relax in front of a camera if asked to hold something related to their work. If they get nervous when posing while standing, ask them to sit to help bring out their natural expressions.

    The relationship between location and story
    For example, when shooting outdoors, locations that evoke 'the environment' can be effective when photographing a person developing a strategy for environmental issues. While outdoors, use a brightly colored sky to make the person stand out.

    Photos of the work environment
    When the environment is cluttered, try to create a clean and balanced composition. Organize the priorities of the elements in your composition to determine what should stand out.

Portraits Taken in a Studio

Light and tone should be soft and natural, with neutral tones (slightly warmer). Use rich mid-tones and soft contrasts. Keep it simple and bright.

    Relaxed poses
    Bring out a natural, casual, confident pose that reflects the person's personality. This will create a friendly and approachable impression. The lighting should be soft and natural, not overly contrived.

    Objects that represent their area of expertise
    You may also want to place an object in front of your subject that relates to their area of expertise.

Group Portraits

It is important to relax everyone in the group. The direction of the individual's gaze is important for an energetic group portrait session. Especially for a group with a large number of people, having a direction to look is necessary. Ideally, while group members exchange glances, at least one person should be looking at the camera to feel connected to the viewer.

    Original photos

    Tone and perspective adjustment
    To create a crisp and clean composition, we modify the perspective. Adjust the saturation of the surrounding yellow to create a fresh space. Lighten the background to emphasize the depth of the space. Adjusting the skin tones to make the blue uniforms stand out more.

Work Scenes

Concept

Collaboration and teamwork among employees with diverse skills is an important aspect of how we work at DENSO. Each employee is open, curious, and confident. They respect and listen to each other's opinions. Scenes like these capture the feeling of working together as a team.

  • Feel like part of a team

  • Team

  • Collaborative

  • Actively Communicating

  • Energetic

  • Authentic

 

Guidelines

Compositions that make you feel like part of a team
By shooting from the perspective of a team member, the photographer makes the photo look as though the viewer is part of the team. This kind of composition creates the impression of an open company.

Energetic
Dynamic angles bring a sense of energy and movement to a scene. A shallow depth of field reveals the focus point and adds depth to the photo. Taking pictures of people enthusiastic about their work creates an impression of being full of energy.

Diversity
We represent a diverse group of people working in a variety of environments, with a variety of specialties.

Clean Surroundings
Observe the surrounding environment of the photograph and clear away anything unrelated to what you want to convey. Small objects or other effects may need to be added to convey your intentions. But be careful not to overdo it and make it look fake. Also, pay attention to the color of the room and the clothes people are wearing.

Details

Concept

DENSO is home to professionals with a diverse range of skills. By capturing close-up shots of their well-trained eyes, skilled hands, and the tools and materials they use, DENSO's strengths are conveyed.

  • Precision

  • Craftmanship

  • Expertise

  • Quality

  • Sophistication

Work Environment

Concept

We are at the forefront of the industry, the driving force in human resources training, machines, and products. To create greater value, we are committed to creating an environment for development, whether implementing IoT technology in our factories or building test courses to evaluate our products. We're proud of the environments we create and convey that pride in our photography.

  • High Technology

  • Sophisticated

  • Impressive

  • Large Scale

Guidelines

Well-Organized Perspective
By adjusting the perspective of production and test/development site photographs, it is possible to convey a sense of innovation, reliability, and the high quality of the product. Make sure to adjust vertical lines so that they are clearly visible.

Story

Concept

  • The combination of photographs from different categories provides a sense of story.

The combination of multiple photos can be used to create a story. Combining photos in the four categories of People, Work Scenes, Details, and Work Environment creates a story that is both realistic and vibrant. Combining a variety of subjects, scales, and perspectives will create a dynamic impression. The combination of photos allows you to visually tell the full story of DENSO's culture, its work process from research to realization, and also DENSO's technology.

The overall expression is:

  • Cinematic

  • Emotional

  • Lively

  • Present

Guidelines

Changes in Scale
Variations in scale and motifs create a more diverse story, much like a movie.

Change of Perspective
By combining photos of different sizes, you create a deeper sense of story, like a movie.

  • By adding variation to the scale, you create a deeper story.

  • Changing perspective creates a vivid story.

Color Management

Match color schemes to create a visually simple and consistent story. A consistent color scheme helps create an emotional worldview.

  • Matching the colors of combined photos creates visual consistency.

Do’s & Don’ts

  • Deliberate

  • Being real

  • Irrelevant to the viewer

  • Part of a team

  • Distorted perspective

  • Rearranged perspective