Visual Guide
This guide includes the key elements of our visual identity and how to use them. Applying these elements consistently across all collateral will build and maintain the strength and recognition of our brand.
Photography | Image Library
Please check the Crucial Asset Library for available images. Photo requests can be made to crucialcreative@micron.com
Photography | General Principles
Consider the Audience
Crucial is a global company and our photography should reflect that. Be mindful of who will be seeing our content and ensure that it is relevant to the audience.
Factors such as age-range, culture, lifestyle, country, profession, and hobbies, among many others, should be considered when selecting imagery.
Support a Key Message
A photograph always communicates something. When used in marketing, it should support an intended message, whether in an ad, flyer, or infographic.
Images should be slightly cool with a subtle desaturation.
Before
After
Emotion
Images should appear natural and relaxed, not posed or stiff.
Energy
Avoid images where people, technology, or environment appear dated, uninspired, and uncomfortable.
Credibility
Avoid improbable, exagerated, and staged images that do not seem genuine.
Relevance
Our products are primarily used in desktop, laptop and gaming computers.
Avoid overusing imagery or people using technology not relevant to Crucial products, such as tablets, smart phones, etc.
Photography | Lifestyle
Setting
Images should be natural, inspiring and spontaneous, not contrived or overly staged.
Emotion
Lifestyle photographs should reflect natural emotion - when applicable - to communicate a message.
Clarity
Ensure there is one clear focal point and don't complicate the image with unnecessary detail.
Localization
Know your audience and use localized and relevant lifestyle photos or ensure a balanced mix of gender and race in images.
Photography | Products
Our product photography is clean and uncluttered, reflecting our brand pillars: empowering, easy, knowledgeable, and reliable.
Avoid images that are overly compled, poorly lit, or that might make the viewer feel intimidated.
Product photography is an important part of the Crucial visual identity. We strive to provide consistent angles and lighting for all product shots so that grouped images can be created on the fly.
Accurate Product Representation
Product images should always be an accurate representation of the product. Photos should be in full color with limited retouching.
New Photo Creation
All official product photos are created by the creative team. Additional images can be taken for other purposes, but MUST be an accurate representation of the product. Do not stretch, alter, or embellish products.
Product photos are available on the Crucial Asset Library and the Crucial image gallery.
When showing products together in one graphic, please ensure the scale is accurate in relation to other products.
P2
80mm by 22mm
P5
80mm by 22mm
MX500
100mm by 70mm
BX500
100mm by 70mm
X8
110mm by 53mm
X6
68mm by 64mm
DDR4 SODIMM
69.6mm by 30mm
DDR4 UDIMM
133.48mm by 31.4mm
Ballistix SODIMM
69.72mm by 30mm
Ballistix MAX and Ballistix MAX RGB
133.34mm by 39.17mm
Ballistix and Ballistix RGB
133.34mm by 39.17mm (available in white, red, and black color)
The Product
Each in-use product image should have a clear and identifiable subject, especially when shown installed.
In Camera
Use depth of field, light, and composition as tools that naturally lead the eye to the subject.
Colors
When color is used to set a tone, attempt to use colors that are part of our brand.
Release and Usage Rights
Licensing and Use of Images
Make sure that the images (including photography, illustrations, logos, charts, and diagrams) used in Crucial materials meet the proper requirements of the licensing agreement by which they were purchased.
Don’t share images purchased by Crucial with a third party.
Secure permission from the owner of an image before copying or downloading the image from the web or any other resource.
Model Releases
A model release is a formal, dated, and signed document that determines the conditions for granting an individual’s image for commercial use. Whenever a person or people are featured in an image, a model release from recognizable individuals must be obtained prior to publication or usage. Model releases are available upon request by emailing crucialcreative@micron.com.
Remember, from a legal point of view, all our images and videos are used for commercial gain, so strict guidelines are in place to protect all parties.
Third-party Products/Third-Party Logos
In the event third-party assets (such as images of people, third-party products, brands, logos, images, and music) are required to be used (whether online or on hard copies), please ensure that you speak with a member of the Creative Team or Technology Licensing Council to clear all the rights – including intellectual property rights – before use.
Please also ensure that when an agency is involved to clear the above, that you obtain a copy of such clearances and pass this
to copyright@micron.com.
Where to Source Imagery
Crucial has a collection of company-owned images that are approved for internal and external use. Search internal resources first before choosing stock imagery and/or consult with the brand team for unique needs.