Photography is the key to inspiring and convincing communication across all channels. The visual language is divided into three levels:
1. Brand level
We capture the warmth and rhythm of everyday life in Switzerland. Empowered by Swisscom, our people stay effortlessly connected; wherever they are, in every moment. Each image is high quality and vibrant, pulsing with energy, clarity, and human connection.
Our images express our brand principles
Our art direction principles are drawn from the personality, and are key to making the brand promise seen and felt by our audience.
We can dial more or less into certain principles depending on the subject matter of the communication:
2. Editorial level
For editorial contents it is strongly recommended to add an informative caption below the images.
3. Product level
Aspect Ratio
To ensure visual consistency across our system, all images must follow one of the four predefined aspect ratios: 1:1, 3:4, 4:3, or 16:9. These ratios are chosen to support a wide range of content types and layout needs – from square thumbnails to widescreen media. Always crop or scale assets to fit one of these formats. Using consistent ratios helps maintain a clean, balanced UI and improves responsiveness across screen sizes.
