Imagery is a key component

Capturing moments in our customers' lives

Photography is a key component of our brand expression, reflecting our identity and positive relationship with customers.

Our photographic style has shifted from product-based to more benefit-focused images. These convey stories sympathetic to our customers’ needs and ambitions, encouraging them to move forward. We feel product-focused imagery can be limited, but photography that captures the emotional benefit for our customers can be used for a variety of products and messages. For example, it’s possible to use the same image for both life and travel insurance, as the image doesn’t specify a product.

Each image should reflect the stages of a story as they develop, showing scenarios that feel genuine and authentic. This means we avoid using images that are staged or posed, or that aren’t sympathetic to our customers’ world. Our imagery is about the big and small things in life, from thrilling moments to times of quiet contemplation. All of these create a distinctive Allianz style.

Images for download are stored in the Media Library and can be used across all media and regions. There’s no charge or time restrictions unless otherwise stated, as Allianz holds a global contract with Getty images. Please see the bottom of the page for more detailed information.

Our story

Our photography should establish ‘confidence’ with a sense of ‘daring’ inherent within each image. This could be through a physical object or activity (for example, cliff jumping), or an attitude or state of mind, such as ambition. This aims to encourage customers to move forward in their lives with our support. Photography can capture three different stages of a ‘daring’ story that reflects the lives and needs of our customers. These stages are before, during and after a particular moment – capturing different actions, emotions and attitudes.

Our distinctive style

Our style should feel authentic and relatable to our customers. We create this by capturing real and believable moments as they happen, avoiding images that come across as posed or staged.

To enhance the genuine feel, images have a sense of warmth and optimism captured through natural light. They are uplifting, positive and inviting, without being overly saturated or 'fake'.

Images for B2C and B2B (except AGCS) are shot with natural perspectives, to support our authentic approach. For AGCS, images can use artistic compositions and unusual perspectives.

All imagery should be simple and uncluttered with clear areas of space.

Diversity is essential

Our commitment to diversity is key to our success. Diversity is an important competitive factor at Allianz. Emphasizing shared beliefs and values through different perspectives strengthens our focus on customers and markets. It improves our products and services, and increases innovation. This also helps us to win and retain talent, enhance our reputation and foster our customers’ loyalty.

Diversity encompasses everything that makes us human:

Different sexual orientations
Disability
Different nationalities and ethnic backgrounds
Well-balanced gender mix
Different roles of individuals in society
Different family situations and life stages
Different generations and age groups
Different religious beliefs and affiliations
Different educational backgrounds and jobs

Our imagery should always reflect our commitment to diversity and inclusion, while taking local market requirements into consideration. Please be sure that each image:

Overcomes stereotypes and unconscious bias
Reflects the diversity of our current and future customers

Our intended audience

The new Allianz photography library includes imagery that can be used specifically for B2C and B2B audiences, as shown in the two mood boards below. There are three categories for both B2C and B2B to enhance storytelling: people, objects and places.

Our images are distinctive by being unexpected and unconventional, moving away from clichéd insurance images. They have a sense of warmth/optimism and feel uplifting, positive and inviting.

Sample B2C imagery

Sample B2B imagery

Dos

Where possible, ensure photography is not cluttered and has calm areas in the composition to allow for text.

Type placed on calm areas of the image

Photography can be full bleed or contained in boxes.
Text overlaps into calm areas of the image to ensure legibility.

Don'ts

Photography in the Allianz media library is chosen in line with our style guide and is ready to use. However, should you need to source new images, please remember the following when selecting photography from a stock library.