Corporate Story Imagery

The following images are part of the corporate story. They form a complete set and are not to be used for generic, casual display. They are characerized by a serene white background to put maximum focus on the message of the images.

The leaf image symbolizes the transition from nature networks to thermal networks


The tree&root image symbolizes our origins and what we have come to realise


The acorn image symbolizes our contribution to the future


The satelite imagery illustrates that our solutions work all over the world.continent

The holistic tree symbolizes the fact that we think in circularityhollistic

The network-on-a-roll symbolizes the fact that we take our inspiration from nature in providing branched solutionsuitrol

The tree-cork-tube image symbolizes the fact that nature is our inspiration and that we aspire to make something as ingenious as nature has produced.Flexalink


The networks symbolize the connections we make all over the globe

World-map networks

The globe visual represents taking care of our planet in regard to climate, resources and ecosystems:

Test voor Kasper


Differentiating imagery types

At Thermaflex we often need illustrations of various types. In what follows below we’ll try to define the different types because understanding the types is important for the matching guidelines:

  • Conceptual imagery: these are visuals that are used to illustrate a specific meaning but not in the direct way.
    Typical example: a world view combined with the Thermaflex promise
  • Real-life realizations: these visuals are typically photography of Thermaflex projects but pre-, during and after construction.
    Typical example: an aerial overview of a project just finished
  • Technical illustrations: this type of visuals illustrate an ideal or recommended way of working independent from the way it is executed in reality.
    Typical example: the planned flow of a thermal network

Abstract imagery

Abstract imagery is language that portrays sensations or experiences that have no physical parallel, such as ideas, concepts, or emotions. It is distinct from concrete imagery, which describes physical objects and sensations like colors, sounds, and shapes. The purpose is to express something that cannot be perceived by simple visual or sensory means. Also here, the super positioned Thermaflex logo can be applied.

Keep in mind that these kind of images also should be displayed on a green-white-blue spectrum.

We are networks:


The following example image illustrates the power of nature, even when Thermaflex is not producing sea related products


Some extra examples:




Treating Images – Decision Diagram & Example

Often images are considered to illustrate a case study. And there different opinions as to whether or not the image by itself is of sufficient quality.

The following decision diagram helps you on whether or not an image is (partially) usable and how to treat it. Scroll further below to also find a concrete example



The image below is not particulary well shot but it contains usable elements. The parts that can be considered most distracting are the personal elements on the foreground and some elements in the background. So we will first “crop” the image.


The result of the cropped image is visible below. There is now more focus in the image yet it still contains some distracting elements. So we will now smartly position captions and callouts.


As a first step, we will add a caption to  mask some distracting foreground elements:


In the last step, we direct the focus of the beholder by making him/her see the specific elements we want to focus on. Although the image has not been enhanced visually, by a few simple editing tips, the VALUE of the image has increased dramatically.


Product Photography Positioning

There are many positions possible for product photography. The recommended setting is the positioning where the product is shown towards a bottom-right direction.

  • The idea behind “going downward”  is that most of our products are used underground and as such are .
  • The idea behind “from left to right” is that this is an imagery direction which is often used as “winners” in photography in general.


What kind of background to use? The answer: “as little background as possible” in order to facilitate background addition afterwards.

Why? Because often images are cropped and if the background is for example a specific gradient (like circular) than the cropped image can produce odd effects.
Therefore, photography is recommended to happen on a white background. Shadow effects are okay to be taken into account.

The following set of illustrations illustrate how to produce product photography

  1. Photograph the product without a background or with a neutral background
  2. Select a product specific gradient background image
  3. Combine the 2 into a new product image

Optional: it’s also allowed to set the products on a real-world background.


Isometric Design

Isometric drawing is way of presenting designs/drawings in three dimensions. In order for a design to appear three dimensional, often a 30 degree angle is applied to its sides.

It’s often used in technical drawings as it does not require the need for a classic perspective where lines converge into a dot towards the horizon. The great advantage of using isometric design is that allows for a libary of easy to assemble building blocks that can be composed into a very clear drawing that allows users to zoom in at multiple levels.



It can give rise to great illustrations as below:


These type of illustrations are recommended for technical drawings originating from Thermaflex as to create a unique instantly recognizable style.

The grid to use is a 3:2 grid, as below




Aerial View

Aerial photography is the taking of photographs of the ground from an elevated position, often one of the following:

  • Another building
  • Helicopter
  • Drones


The use of aerial views is strongly recommended but if not possible, it’s okay to use non-aerial views for historical imagery. Note that often “aerial views” can be obtained using Google Maps or Google Earth.

Care has to be taken to select a view where the central object is to be approached using a 30 degree angle.

Top-down imagery is not recommended:


The use of fish-eye camera’s resulting in distorted perspectives is not recommended.