6.9
IMAGERY
PEOPLE PHOTOGRAPHY
LOCAL RELEVANCE
ATTRIBUTES
Confidence
Human/Warmth
Viewer respected as patient
Use images of people in environments,
and interacting in ways which represent
the Mediclinic experience, but also reflect
the local cultures and traditions of the
platform for which the communication
is being prepared.
It is important to make sure that the
gender and ethnicity of subjects is an
accurate representation of the platform’s
mix of both patients and staff. Clothing and
the way people are interacting are also strong
signifiers. In all cases we must represent the
respect between staff and patients that is at
the heart of The Science of Care.
Southern Africa
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | IMAGERY
Switzerland
United Arab Emirates
CONTENTS