Photography, illustrations and icons. Every picture tells a story, each in a
different way. They elicit emotion. Use symbolism. Explain details. Add visual interest. They create an instant, personal and authentic connection with our audience. Our imagery captures the world around us.

Illustrations

Illustrations: Portraits

When using people, they should be cut out and placed in a data-designed world. Images should portray the person as heroic and natural; no over the top expressions or body language.

Foreground
Data illustrations should appear in the foreground to create the effect that the person is immersed in data. The images can appear as white or a vibrant color.

Midground
People are always in the midground, looking directly at the camera

Background
The background is composed of between one to three layers. The layers should be in colors that complement the background color.

The majority of these images have already been uploaded to the AEM DAM, so please check first before uploading any data overlay or persona images

Photoshop Technique for Portrait Illustrations

These instructions offer a starting point to help guide you. Result may vary depending on the specific images and their colors. You may need to experiment with different blend modes to achieve the desired outcome.

Select background color and subject
Select a background from the SAS color tints based on the colors in the original stock photo. Mask the subject from the background. Add a Solid Color adjustment layer using the same layer mask. Set the blend mode to Hue and change the opacity to 10%-30%. To give the image depth, add a gradient layer using the same tint and set the blend mode to Multiply. The gradient should end at the subject’s eyes.

Add background environment
Choose a background image that places the subject in space and change the blend mode to Luminosity, Overlay, or Color Dodge depending on the specific image.

Add additiona background elements
If needed, add additional elements to bring the scene to life. Here a photo of clouds and a vector wave image have been added. Blend modes will vary based on the images you choose. But the overall effect is to create a background that is nearly monotone with subtle shifts in color, so it does not overwhelm the subject.

Add foreground data element
Last, add a vector illustration in front of the subject and the bottom of the frame to add additional depth. Be sure not to obstruct the subject. To search vector images, in MARS go to the left nav and select Filters > Campaign Image Collections > Illustrations Approved for Overlays. You may also purchase additional illustrations from one of SAS’ stock vendors (Getty Images and Adobe Stock).

Illustrations: Abstract Data

Background only. Vector art is preferred. Illustrations should not include:

Icons
Recognizable objects
Prominent words, numbers or binary data (1’s and 0’s)
3D objects
Excessive effects

Please email sas.brand@sas.com with questions, to request design files or to request access to the Adobe CC library of 2D and 3D elements.

The majority of these images have already been uploaded to the AEM DAM, so please check first before uploading any data overlay or persona images

Photoshop Technique for Data Illustrations

These instructions offer a starting point to help guide you. Result may vary depending on the specific images and their colors. You may need to experiment with different blend modes to achieve the desired outcome.

Original vector illustration
You can find a collection of vector illustration in MARS. To search vector images, go to the left nav and select Filters > Campaign Image Collections > Illustrations Approved for Overlays. You may also purchase additional illustrations from one of SAS’ stock vendors (Getty Images and Adobe Stock).

Select background color and add data element
Select a solid background color tint. Use the library of data elements to create the background layer. To create depth, change the blend mode to Screen.

Add vector illustration
Add you primary vector image.

Add gradient fill
Create a gradient adjustment layer using two colors from the color combination section. Make sure the degree is 45°. Go to Layer in the top menu and select Create Clipping Mask to apply the gradient to the vector layer below.

Photography

The SAS community is diverse. Portraits can portray a broad variety of personas: students, technology experts, industry and business professionals, and executives. We include portraits of all genders, ages, ethnicities, and abilities. SAS is for everyone.

Photographs that depict real-life situations where people are interacting with our software should appear believable and realistic. Look for pictures where faces are highlighted and well-lit. We want to convey the message that SAS is accessible, flexible and valuable. We want to show people from around the world using our software and celebrate diversity.

We choose environmental, landscape and cityscape images that are unique, stunning in their beauty or unusual in composition. These pictures may or may not feature people.


Style
Authentic human expressions.
People with natural-looking facial expressions who look real, not like staged models.
Well-lit faces.

Color
Warm, rich colors.

Technique
Strong focal point.
Out-of-focus backgrounds.
Interesting angles and perspectives.

Settings
Realistic business, academic or industry environments and situations.
Architectural, natural landscapes, industrial landscapes, cityscapes.

Sources
MARS: http://cumulus.na.sas.com/mars
Stock: gettyimages.com, stock.adobe.com

Read more about our photography style in the Brand Creative Guide.

Icons

Our icons are instant visual representations for industries, technologies or ideas. They are created with thin strokes and flat color to evoke a clean, minimalistic feel that allows them to do what icons do best — act as symbols that catch the eye and speed understanding, without telling the full story themselves. SAS Corporate Creative maintains a propreitary, custom-built icon library in this preferred style. 

Icons for use in corporate PowerPoint presentations can be found on the Presentations page.