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Global Brand Standards

Photography

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Table of Contents PRE-SHOOT

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PRINCIPLES

LOCATION

SET

DOCUMENTARY PEOPLE

HEALTHCARE

Resource

Photographer

Lifestyle

Overview

Overview

WHY

Styling

Environmental

Recommendation

Contract

Styling

Styling

Vignettes

Designer Portraits

Styling

Project Brief

Photography

Arrangement

Styling Details

Hero Detail

Designer Environments

Colorsweep

Product Setting

Lighting

Functional Detail Shot

Editorial

People

Detail

Chair Composition

Case Studies

Editorial

Camera Angle

Lighting

Instructional

Photoshoot Protocol Photography Process

Rights Artwork Rights

Document

Model Release

Product List

Photo Credit

Narrative

RESOURCES

Colorsweep

Location Shot Sketch Image Format and Usage Shot List Call Sheet

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Shot List

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Introduction

Herman Miller photography represents the brand with a distinct, consistent, and proprietary visual language, creating an emotional connection with both internal and external audiences.

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Shot List

Call Sheet

Introduction

Resource Recommendation

As part of the project brief process, Brand Design is solely responsible for selecting a professional resource, either internal or external. Resources are specific to each project and can include photographer, stylist, interior designer, and materials specialist. The selection is based on the resource’s expertise and appropriateness for the project and history of delivering compelling results.

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Shot List

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Introduction

Project Brief A project brief aligns project expectations and provides guidelines for Brand Design, photographer and crew, and the person or department requesting the project. The project brief should answer several questions: The Project Brief is available at hermanmiller.com/brand standards

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What is the purpose of the photoshoot? Who is the intended audience? How and where will the images be used? When is the deadline? What is the budget?

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Shot List

Call Sheet

Introduction

Photoshoot Protocol When scheduling a photoshoot on Herman Miller premises:

1.  Schedule a scouting or site visit with vendor and facility lead to determine locations/areas for the shoot and all operational and logistic needs (Distribute Safety Card from Concierge). 2.  Following a scouting or a site visit, reserve rooms as needed. 3.  Put together an agenda with guest names and contact information to share with Concierge, Customer Experience, Facilities Lead, Security, Catering, and Vendor. 4.  Connect vendor with Herman Miller Real Estate Manager for receipt of insurance certificate prior to arrival. 5.  Submit a facility-wide communication about the upcoming shoot to Concierge for distribution to employees. 6.  Ensure your guests are hosted by a Herman Miller person at all times. 7.  Make sure everything is returned to its proper place at the end of the shoot. 8.  Notify Security, Facilities Lead, and Concierge when shoot is complete.

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Introduction

Photography Process Document Before beginning your project, request the Photography Process document. This document serves as a master guide and is mandatory for any photoshoot once initiated and must be shared with the photoshoot team.

Photography Process

Photography Process Timing Concept Phase

4 weeks

Development Phase Location Scouting Product Ordering

8 weeks Dependent upon product ordered

Photoshoot Phase Location Studio: Single Product Studio: Product Grouping

2-3 shots/day 1 shot/2 hours (white sweep) 1 shot/3-4 hours (white sweep)

Delivery Of Image Files Retouching Image Release

3 weeks 1 week

Creation of Assets for Image Library

Dependent upon number of shots & submission of photo logs

Photography Process Phases

Contact [email protected] to request this document.

1. Concept Phase •

A need for photography is identified.

•

If need is related to a product launch, Liaison/Initiator discusses the purpose, scope, timing, product, etc., with Photography Manager, Product Manager, and Designer/Art Director.

•

Photography Manager partners with Designer/Art Director, Product Manager, and to determine direction (i.e., set, style) and determines if internal or external Photographer will be used. If using an external Photographer, Photography Manager contacts Photographer to scope timing, availability, and cost and adds the shoot to the photography chart of work. If the project is an environmental shoot, discussions begin regarding which applications should be shown and materials palette to use.

•

Designer/Art Director discusses creative direction with the Photographer (sometimes Photography Manager, Liaison/Initiator, Product Manager are involved as well). 2. Development Phase

•

Product Manager determines and orders product.

•

Product Manager and/or Producer ensures product is delivered to set location according to schedule; reviews product as it arrives for accuracy; ensures nothing's damaged (extremely critical that product arrives on time).

•

Product Manager and/or Producer hires resources for installation if needed.

•

Photography Manager and/or Producer hires resources for the shoot (stylist, etc.).

Photography Process

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Product List A product list details all pieces being featured in the shoot. This required form, completed and submitted by the Product Manager and/or Marketing Manager, allows for better planning and preparation.

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Narrative A photo should do more than showcase a setting. It should tell a story, capturing a particular moment in time. Before you begin a shoot, you must understand the story you are telling. The narrative should relate to the product and audience and not be overly staged. Avoid forcing a location to be something it’s not. Embrace its architecture and character. Then, use propping as a means to accentuate the narrative.

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Narrative A single narrative can be shown in one image or many. This particular series takes the viewer through a law firm. From the lobby, to a female executive’s office, to an executive meeting space, to the dining hall, each photograph shares the same narrative, yet tells a story all its own. Strategic propping allows each setting to have unique characteristics, while having a cohesive look and feel with the overarching narrative.

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Airy and sophisticated lobby

Private executive’s office

Executive meeting space

Elegant dining room

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Resource LocationProject Brief VacantPhotoshoot Space Recommendation Protocol 01.31.2013

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Additional location images Location- Lista Associates

Introduction

01.31.2013

Location When scouting a location for your shoot, look for one with plenty of space and available light. Avoid locations with distracting elements that cannot be removed, such as carpet or light fixtures. Keep in mind that you often need two times the depth of the set measured from the proposed camera angle to allow for the camera’s location.

PRINCIPLES

Y Additional location images Location- Film studio 01.31.2013

Supply Management must work with the Project Manager to negotiate any leases or rental agreements.

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2) Resolve system NA (traditional work environment) - Resolve, low walls, no towers, - Eames sofa with 2 LCW on rug - Canvas credenza from the private office shot - Perhaps, Eames shell chairs as side chairs or Walnut stools PRE-SHOOT LEGAL - Technology: (4) Mac monitors, (4) phones PRINCIPLES

1A) Work room (collaborative project space) NA & APAC - AGL table

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Resource Recommendation

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Shot List

Call Sheet

Retouch to

Introduction

Shot Sketch Styling and propping: Work room of a textile company.

Styling and propping Work stations at creative office. -Long row of magazine files on Canvas Credenza -Minimal styling of suggested use at work stations

-Fabric samples pinned to wall. -Stacks of memos on table with spools of thread

For best planning, sketch the layout of the space and the placement of each product. Indicate the direction from which the camera will be taking the shot.

It is important that you work with a Herman Millerapproved interior designer 2) Resolve system NA materials specialist to (traditional work and environment) - Resolve, low walls, no towers, make sure applications, - Eames sofa with 2 LCW on rug - Canvas credenza from the private office shot andstoolssettings - Perhaps, Eames shell materials, chairs as side chairs or Walnut - Technology: (4) Mac monitors, (4) phones follow brand standards.

Camera

Camera

Contact [email protected] for more information.

Styling and propping Work stations at creative office. -Long row of magazine files on Canvas Credenza -Minimal styling of suggested use at work stations

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Call Sheet

Image Format and Usage It is important to know how the photos will be used. How will people see them? In an advertisement? In a brochure? For a website? Will there be text used with the image and what will its placement be? The format (vertical, horizontal) of each shot must be planned with the final usage in mind.

Double-page spread

Brochure cover

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Double-page spread with copy

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Shot List When all the details come together, they should be assembled in a shot list. This sets expectations and keeps everyone accountable on a project.

Solutions Book Photography

Product

General Notes

Styling Notes

Wooden floor Grey and white wall

Large and small plants Books and decor for bookshelves Hanging art piece/mobile Smaller art pieces for bookshelves Notebooks, pens Laptop and/or IPad Desklamps

Shot S9: Haven 2

Implied Space

Public Steelwood shelfs

Modes of Work Supported: Create, Contemplate and Converse

Possible added product: Walnut stool/s Nelson benches

These settings are a part of a modern art and design museum located in a large metropolitan area. This museum’s focus is on emerging artists and designers (as opposed to classic modernism). Located near the reference library, this is a place where anyone from the organization can come to get some quiet time, do research, or read.

Photo usage: Solutions Book

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.COM

WHY

Living Office Photo Shoot

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Frolic Environment Photoshoot February 26, 2013 - March 7, 2013

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LOCATION Call Time: SET 8:00amDOCUMENTARY

PEOPLE

Photoshoot Location Address Product List Narrative Location Shot Sketch 610 N. Lane, Chicago IL (week 1) 301 N. Far St, Chicago IL (week 2)

HEALTHCARE

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Call Sheet

Call Sheet

Photography Joe Smith, Photographer John Doe, Assistant Paul T. Baca, Tech

Mobile: 555 969 8227 Mobile: 555 766 0733 Office: 555 142 5930

Many people are involved in a shoot, and it is important to obtain the names, titles, and phone numbers of all involved.

Art Direction Stacey Scherer Alan Gibbs Robert Samuels

Mobile: 555 904 3452 Mobile: 555 893 6294 Mobile: 555 493 8901

Management/Logistics Mattie Estrella

Mobile:555 832 7818

Installation/Transportation James Brooks

Mobile:555 892 4832

Marketing Warren Hamilton

Mobile:555 902 4733

Product Manager Natalie Jones

Mobile:555 189 5892

Roles may include:

Call Sheet Frolic Environment Photoshoot February 26, 2013 - March 7, 2013

Photographer

Call Time: 8:00am

Assistant(s)

Photoshoot Location Address 610 N. Lane, Chicago IL (week 1) 301 N. Far St, Chicago IL (week 2) Photography Joe Smith, Photographer John Doe, Assistant Paul T. Baca, Tech

Mobile: 555 969 8227 Mobile: 555 766 0733 Office: 555 142 5930

Producer

Art Direction Stacey Scherer Alan Gibbs Robert Samuels

Mobile: 555 904 3452 Mobile: 555 893 6294 Mobile: 555 493 8901

Model(s)

Management/Logistics Mattie Estrella

Mobile:555 832 7818

Hair & Make-up Stylist

Installation/Transportation James Brooks

Mobile:555 892 4832

Marketing Warren Hamilton

Mobile:555 902 4733

Product Manager Natalie Jones

Mobile:555 189 5892

Art Director or Designer Product Manager

Clothing Stylist Contact [email protected] to obtain a release form.

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Legal

In addition to brand, important rules and guidelines covered in this chapter must be followed to ensure all legal requirements are covered and all intellectual property is protected.

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Photographer Contract All project negotiation related to cost and photography use should be done prior to the shoot. As soon as you have identified a need for photography, please contact Mike Stuk at [email protected]. Mike must also review all photographer contracts before signing.

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Photography Rights Usage rights must be negotiated as part of the contract with the photographer. Ask for unlimited global rights. Exceptions would be for a product available in only certain areas of the world.

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Artwork Rights To ensure the legal use of any artwork appearing in a photo, such as the picture in the photo at right, you must obtain a release. The artist or artist’s representative must grant these rights (not just the owner of the artwork) and you must contact them directly to negotiate. Contact [email protected] to

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Legal

Model Rights Everyone appearing (where they can be identified) in a photo must sign this document, releasing all rights, title, and interests to photographic reproductions of them for any type of advertising or publicity. Contact [email protected] to obtain a release form.

Model Release

I grant and assign to Herman Miller, Inc., its agents, employees, designers, or representatives all my rights, title, and interests to photographic reproductions of me and in any copyrights of such works. I give Herman Miller my permission to seek a copy right in such work. I consent that such photographs may be used in any manner they see t, for any type of advertising or publicity. I agree that the photographs may be reproduced either partially or in composite, distorted in character or form, with other photographs, names, and reproductions and made through any media. I have read the above statement and am familiar with its content. I am over the age of 18. _______________________________________________________________________________________ Model Name Date _______________________________________________________________________________________ Signature _______________________________________________________________________________________ Address

_______________________________________________________________________________________ Location and Date(s) and of Photography Session _______________________________________________________________________________________ Herman Miler, Inc. Representative Signature Date

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Photo Credit To cite our images, particularly those from the Archives, use this format: Photo courtesy of @HermanMiller To cite our images where character count is limited, and in social media, use this format: Photo: @HermanMiller To acknowledge images a photographer takes for us, use this format: Photo by @ [photographer’s name] courtesy of @HermanMiller To acknowledge images a photographer takes for us where character count is limited, and in social media, use this format: Photo: @[photographer’s name] via @HermanMiller Page 21

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Photography Principles

The following principles apply to all photography, regardless of audience or usage. After this chapter, specific guidelines related to Location, Set, and Healthcare photography are provided.

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Lifestyle Combining Herman Miller product with other products emphasizes a lifestyle. Doing so in a harmonious way will strengthen the narrative. Be sure that the props are appropriate for the intended audience.

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General Guidelines

Styling Accessories, materials, colors, and propping all set a mood, enhance the environment, and support the narrative. Details count, and we count on our photographers to pay close attention to styling. These items should: Support the context of the narrative and represent the Herman Miller brand. Blend well together without taking attention away from the focal point. Be inspirational; i.e., “I want to work or live there.” Not be repeated in a shoot. Page 24

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Arrangement Wire Frame Arts Club

Shooting photography with a strong narrative often means creating settings that look lived-in.

Wirefr

Design

Body co

When propping for a shoot, choose props that support the narrative and style them to add honesty to any image.

Rudde

Design

Body co

Eames Al

Outdoor W

coat with

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Product Setting A product setting should be the prominent feature in the shot, while allowing the viewer to take notice of other props and environmental features that strengthen the narrative.

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Detail Hero detail imagery should highlight the instersection between the function and beauty of our products.

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General Guidelines

Camera Angle Eye Level The majority of our photos are taken from an eye-level perspective. Doing so adds a sense of believability to the space. However, when appropriate, photos can be taken from high and low angles to add impact and drama.

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General Guidelines

Camera Angle High Angle A high camera angle is preferred if an overview of a furniture grouping is needed, or if the details of the piece are not easily seen from eye level. Low Angle A low angle adds a dramatic quality to the photo and accentuates details of a product that an eye-level or from-above view does not. Use this angle sparingly, but as needed.

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Location

When we capture any imagery on location, we always think about the the point of view of the person who will see the image, while delivering our authentic and aspirational vision of working and living.

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Overview Photos should show the product as hero in an architectural setting. Camera angle takes the perspective of someone walking into the space. Styling elements should reflect a lived-in feeling, an artful collage of objects and textures, and interesting views to the outside. Examples of use: Product Literature, Advertising, Public Relations

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Lighting

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Styling Communicate a lifestyle and create a narrative by using props and accessories. These items should: Support the context of the narrative and represent the Herman Miller brand. Blend well together without taking attention away from the focal point. Be inspirational; i.e., “I want to work or live there.” Not to repeated in a shoot.

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Styling Computer Screens Since many of our products are designed for the office, a computer or tablet may be required in the shot to support the narrative. The screen should feature a nondistracting visual that relates to the narrative of the photo. Whether the screen is on or off, it should not be the focal point of the photo. When using imagery to place on screens, they should be relevant to the environment and should be representational and graphic, Not actual OS screens. Page 33

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Styling Details Lights & Lamps For task lighting, we use Herman Miller and alliance partner models, such as Luxo or Wästberg. Suspension, wall, and floor lights, use Wästberg, Flos, and Oluce. Always capture images with and without lights on.

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Books We use books as a styling element in settings to convey a sense of the people using the space. Select books that suggest a realistic portrayal of the occupants.

Plants Use real plants to provide a connection to nature. They make your settings feel warm, inviting, and realistic. We recommend cacti, succulents, scheffleras, and rubber trees.

Objects Use items relavant to the context of the space. Use items related to Herman Miller’s design heritage sparingly: the Eames bird, Nelson clocks, Girard wooden dolls, and similar. Do not overuse or repeat such objects. TM

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Lighting Available light should be used in combination with artificial light sources to provide the most flattering light for the product. The lighting should be directional and give the products dimension while maintaining a natural look. Choose a space with: Large windows. Natural light. Indoor lighting that’s not overly bright.

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Set

Versatile, descriptive, and always characteristic of our brand, set photography is a key component of our photo library.

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Hero Detail Detail shots are used as a supporting image near or next to a shot of the full product Examples of use: Websites, Product Literature

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Functional Detail Shot Detail shots are also used to show the function or use of a product. It should have a human presence and feel like it is in use. Styling should add believability to a photo. Examples of use: Websites, Product Literature

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Chair Composition To maintain a clean aesthetic, keep one chair leg vertically aligned with the chair base on 5-star bases. For chairs with casters, all should be aligned and reflect the direction the chair is facing.

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Chair Composition Work chairs must be photographed (at a minimum) from these key 5 angles: Front Three-Quarter Front Profile Three-Quarter Back Back For chairs with casters, all should be aligned and reflect the direction the chair is facing.

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Chair Composition The base of a chair should maintain as much symmetry as possible. On chairs with 5-star bases, position one leg in vertical alignment with the rest of its base with all casters facing the direction the chair is facing. For chairs with casters, all should be aligned and reflect the direction the chair is facing.

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Lighting Photos should be directionally lit, have a natural look, and be taken on white, partially reflective flooring. Casters They should always reflect the direction the chair is facing, and one of the 5-star bases should face directly to camera. Examples of use: Product Sheets, Catalog, Brochure, Pricebook, Website, Press Releases

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Colorsweep Use a sweep of solid color to put the focus on a product or several products. Often the products are related, either because they are part of a product family or they illustrate a specific theme. Contact [email protected] for the current palette of colors. Examples of use: Product Literature, Catalog and Brochure

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We have a different point of view for the way we shoot our documentary and editorial imagery. Often, we are shooting people in their authentic surroundings, and we must always seek out the most natural moments. We must be aware of capturing diversity as much as possible.

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Editorial Editorial imagery is often used in conjucntion with WHY magazine, but also in other publications that communicate our knowledge and insight. Editorial images should not be staged. They should capture an authentic point in time, showing individuals immersed in their natural way of working. Avoid having subjects look directly into the camera in this type of authentic imagery.

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WHY WHY photos should capture an authentic point in time, showing individuals immersed in a natural way of working that supports the WHY story. Avoid having subjects look directly into the camera in this type of authentic imagery.

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The Herman Miller brand is centered around people. Photos should document the customer and/or employee experience in an authentic way that allows the viewer to identify with the subject matter and the spirit of the individual(s).

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Styling People should be styled in a natural and authentic way. Things to avoid: Patterned shirts. Any off-brand logos. Any identifiable off-brand products. Distracting accessories. Overly distracting backgrounds

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Designer Portraits Context Environmental portraits should reflect the designer or multiple designers in relation to their environment or the product they designed. Hang Tag Use When used with Product Hang Tags, designer portraits must be converted to black and white. The viewer should be able to pick up on the environment’s energy as much as the spirit of the person(s) within it.

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Designer Environments Designer or team environments should have natural light and show genuine moments of engagement and collaboration. Color and black and white variations are required.

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Case Study Function Case study imagery aims to capture our environmental solution in action at a variety of scales and use cases. Diversity Be sure to caputure the diversity of the people using the space. Rights All people photographed must sign a Model Release to allow us use of such imagery in perpetuity.

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Instructional Functional and understandable, instructional photography conveys a particular stage of setup in a single, up-close shot. Avoid unnecessary propping and styling that distracts from the action performed.

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Herman Miller Healthcare has exclusive photography that should only be used to support Herman Miller Healthcare, both digitally and in print. Following the brand, photos should communicate quality, empathy, and care.

Note: When Nemschoff products are included in Healthcare photography, they should be used in accordance with these standards. Page 53

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Environmental In Herman Miller Healthcare’s exclusive photography, settings should be a reflection of the clean aesthetic found in today’s healthcare environments. Our goal is to emotionally establish the look and feel of our photography and differentiate Herman Miller Healthcare with a distinct and proprietary visual language.

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Styling Scale In the absence of people, include styling elements (like the glasses shown here) that give a sense of scale to our products. Context Always confirm with Product Managers what props should appear in the context of the scenario to be shot. Simple and Complementary Keep props to a minimum, but ensure they complement the colors of the product and the setting. Contact [email protected] for current color palette references. Page 55

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Colorsweep Context Always confirm with Product Managers what props would appear in the context of the setting to be shot. Color Use no more than two colors in our backdrops. Avoid using red, yellow, or brown as hero colors.

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People Whether it’s a photo of a patient, caregiver, or a combination of the two, individuals in a healthcare environment should be having a natural interaction and sharing an authentic moment in time.

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Editorial Honesty Editorial photos in the healthcare environment should not be staged. They should capture an authentic point in time, showing individuals immersed in a natural interaction. Diversity Ensure we caputure diversity of the people using Helthcare environments. Rights All people photographed must sign a Model Release to allow use of such imagery in perpetuity. Page 58

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Resources If you need help, please contact Brand Design. Email: [email protected] Tools to use as you advocate for the Herman Miller Healthcare brand: Photography Process Document Call Sheet Template Model Release Image Library Omni & Digital Asset Management

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