Our technology. Your success. Pumps n Valves n Service

Guidelines Taking Photographs for KSB

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KSB Aktiengesellschaft · Corporate CommunicationsJohann-Klein-Straße 9 · 67227 Frankenthal (Germany)Tel. +49 6233 86-2268, E-mail: images@ksb.com www.ksb.com

Technology that makes its mark

The KSB photo style

The photos used in the KSB communication media cover a wide range of product, industrial, architectural and landscape images. The visual link between them is a consistent photo style that is applied to all motifs to ensure the recognisability of all KSB images.

The consistent KSB photo style makes the KSB brand highly recognisable and helps KSB stand

out from the competition. It draws heavily on KSB’s brand promise of “Technology that gener-

ates success.” This clear, confident statement must also be recognisable in the photo style. The

images reflect the company’s high technical standards not only through the image type (quality,

precision) but also through the motifs.

High quality Amateurish

Technical Human

Bright Dark

Cool Warm

Clean/ well-structured

Playful/ flamboyant

Colourful Monochromatic

Professional Extravagant

Modern Old-fashioned

02 03Our Standard

Isolated photo object

Outside Indoors

Landscape People

Montage

Photographs that meet the KSB standard Photographs that don’t meet the KSB standard

Dirty and rusty Sharpness / blur

Too dark Duplex

Poor quality Playful

Softened and layered

Chaotic / disorganised

Colourful

No

No

No

No

No

No

No

Isolated photo objects (except for products)

No

No

No

04 05Our Standard

Quality is the benchmark

The KSB product range is very diverse. This means it is impossible to

handle all products in the same way. These guidelines therefore do not

contain any set rules but instead offer recommendations on how to

always get the best result when taking photographs for KSB. The basic set-up requires three components:A hard back light is set up behind the product to highlight the object’s outline. At the same time, softer fill lights are positioned to the left and right. This set-up works for most KSB products provided they are not too large or inaccessible. Naturally a lot of fine tuning and possibly additional light may be required depending on the product.

KSB products meet the highest quality standards. This must also be evident from our photographs.

The lighting concept

To ensure a constant quality of product photos, we have developed a reproducible lighting concept.

4 �Licht

Um eine konstante fotografische Qualität für die Produktshootings zu gewährleisten, haben wir ein reproduzierbares Lichtkonzept entwickelt.

Das Lichtkonzept

Der grobe Aufbau funktioniert mit drei Komponenten:Hinter dem Produkt wird ein hartes Gegenlicht aufgebaut, um dem Objekt Kontur zu geben. Gleichzeitig wird links und rechts jeweils ein weiches Aufhelllicht installiert. Diese Konstellation funktioniert mit den meisten KSB-Produkten, sofern sie nicht zu groß oder unzugänglich sind. Selbstverständlich ist je nach Produkt viel Feintuning und gegebenenfalls zusätzliches Licht erforderlich.

Hard light

Soft fill light

Soft fill light

Camera

Pump/Valve

06 07Product Images

Selecting the right focal length is of crucial importance for the photograph.Products should where possible be photographed using a telephoto lens. If the focal length is too wide angled, the products will seem distorted (distortion).

A matter of perspective

1. rule: Make the product visually perceptible

The photograph should show a full view of the product. The dimensions (width/height/depth)

should be clear in the image. A slightly oblique view is therefore recommended for product

shootings.

Perspective has a significant influence on the motif. Depending on the product there are a large number of possible settings. Two simple rules can help you find the right perspective.

2. rule: Important details

Does the product have important details or design features? If so, during the shoot it should be

ensured that attention is drawn to these wherever possible.

Don’t do this:Here the pump has been photographed straight from the front. Although this view is visually appealing, it is useless as a pure product image as the dimensions of the pump are unclear. An oblique view like the four examples above is better.

A good example:Care has been taken to ensure that the PumpDrive’s dis-play is easily recognisable. The pump has been rotated in such a way that the connections are visible on both sides.

Product Images08 09

General delivery information

To ensure that KSB can process your photographs quickly and easily, you need

to assign the correct file names to the photo files, supply them in the correct

file format, and include the required IPTC data.

Choosing the correct perspective and light is essential for photograph-ing the object as impressively as possible. That alone is not enough, however. The photo files, too, need to meet KSB’s requirements.

How to assign file namesPlease assign files names to all of your photographs using the following format:Date (yy/mm/dd)_image title_serial number.file formatExample: 100313_CPKN_04.tif

The file name must not contain:

n spaces, umlauts (ä, ü, ö), n the German long “s” (ß) or n special characters (e.g. !, $, &, %, +, #).

What you need to include as IPTC dataThe IPTC data for each photo should include the following:Document title: Image titleExample: CPKNCopyright: © KSB Aktiengesellschaft 2013 (or the year in which the photo was taken)Location: Location and country (in English). Please do not use abbreviations. Write Frankenthal, not FT. Example: Frankenthal (Germany)Description: Enter some notes/keywords for the photo here.

The file format required by KSB n Please supply a selection of edited high-resolution photos in the tif format

and if possible also in the raw format. n If you also have PSD files, you should supply these as well. n Include the clipping path if there is one.

10 11Photo Files