6.8
IMAGERY
PEOPLE PHOTOGRAPHY
CHECKLIST AND USAGE
ATTRIBUTES
Confidence
Human/Warmth
Viewer respected as patient
CONFIDENCE
People in our images should convey a confident
and calm authority, to communicate the level of
knowledge and expertise of our staff.
HUMAN/WARMTH
People should not look distant, or cold. They
should look professional, but also feel human
and approachable – just as a Mediclinic patient
would expect their doctor to be.
VIEWER RESPECTED AS PATIENT
At Mediclinic we show the utmost respect to our
patients. This can be subtly communicated in the
composition and through the expression on
people’s faces.
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | IMAGERY
CONTENTS