Moving people with our imagery

Roche imagery is a key component of our identity and the approach in planning, sourcing and applying these assets is as important as the image itself. The way we communicate about our company and present ourselves to our stakeholders has a major influence on how we are perceived and rated by the outside world. A coherent, distinctive and consistent visual language helps to generate long-term added value for the Roche brand.

  • Start by leveraging the images contained in the Roche Media Library. If you need further visuals, you may commission an illustrator or photographer. All third party creative partners must be briefed on the Brand Design Idea and guidelines.

    It is strongly advised that stock imagery is not used, in particular for campaigns. External stock libraries are permissible as a last resort as long as the selected assets follow the core principles of Roche imagery. It is advised that you gain a clear understanding of how any stock assets are being used in other communications or marketing materials.

    In all cases, you have the responsibility to ensure full understanding of the usage rights of the assets being used. It is not permissible to use images found on the web (including search engines and social media) without usage rights. When commissioning work from 3rd party partners, be clear on the duration and application of use of assets in Roche communications. A release form must be obtained from anyone who is featured in a still or moving image.

  • Whether in the creation of your image or cropping after the image is selected, this rule is a guiding principle for our compositions. Our images have a center of interest at one of the four indicated intersections, which divide the frame into thirds both directions. Using this rule creates more tension, energy and interest in the composition than simply centering the subject.

Selecting which type of image to use

Consider photography when:

  • The topic focuses on a real and tangible situation (e.g. opening of a new site)
  • The story is about specific people in a real setting (e.g. feature story on a patient)
  • Authenticity and trust are important components of your message (e.g. interview with a scientist)

Consider illustration when:

  • The story is complex, abstract or is about a general trend (e.g. personalised healthcare)
  • The topic is sensitive and no real people should be associated with it (e.g. depression)
  • A diverse set of audiences should be able to identify with the situation (e.g. women’s health)

Consider graphics or iconography when:

  • Data and information are the focus of your communication (e.g. finance report)
  • You want to combine photos with graphics (e.g. field sales tools)
  • The imagery is only used for aesthetic appeal or to balance a layout (e.g. an app)

The style of our photography is direct and uncompromisingly human. It aims at catching moments using photo reportage and depicting stories. Unusual aspects and angles tell stories from a different perspective and can also be brought to life by moving images.

Our photographs are

Roche picture language is wide-angle photography that moves people. It is human-centric, editorially driven and brightly human. It shows the full range of human emotions.

Each image tells a unique story. If it does not move you, it’s no good. It makes use of our colour palette, blurs and unusual perspectives. It strives to be realistic and authentic.

Our photographs are not

Our photography is never staged or static. It avoids looking bluish-green and desaturated.

There are no super close-up images of faces or body parts without context or emotional expression. The use of telephoto lenses is discouraged. There are no flat background or “eye-level only” shots.

What it means to the photographer

Get involved, study and become part of the story. Be interested and bold. Study your subject’s emotions.

Search for unusual perspectives. If you are on the floor or on a table you’re doing it right. Use reflectors to enhance natural light sources but flash only as a last resort.

The fundamentals of our picture language

  1. Story: Realistic, outspoken and honest
  2. Emotion: Complete, polarising and spontaneous
  3. Depth: Focus, softness and composition
  4. Perspective: Unusual, demanding and flexible
  5. Colour and light: Accentuated, natural and contrasting

Technical details for photography

Final format

Format: 6000 x 4000 (24Mp or better)

File type: TIFF

Resolution: Maximum

Colour space: RGB


Consent must be given by every person that is recognisable in a picture; either by electronic disclaimer (event) or by consent form. Non-Roche accredited photographers must release all rights to all images prior to shooting.

Product photography

Our product photos add a rational touch to the editorial-driven picture language showcasing the product as the hero. The perspective is orthogonal, and it should be a precise informative presentation of the object, with a clear depiction of functionality, design, and material. The consistent use of a neutral background allows the viewer to focus their attention on the product itself. They can be based on original photography or computer renderings.

Our illustrations are driven by content, carry a conscious human attitude and are intended to be understood as artwork. They are an ideal medium to depict sensitive issues as well as complex or metaphoric topics that are unsuitable or even impossible to be told through photography. Illustrations are to be used for static or animated key visuals and/or sequences. If done well, it allows the audience to feel a personal connection with the topic. In today’s image-saturated world, illustration can grab attention, stand out and leave a memorable impression.

Our illustration are

Our illustrations are not

What it means to an illustrator

Roche illustrations are original, ranging in style and often polarising. It always adds context to the story makes use of vibrant colours and explores unusual perspectives.

Our illustrations are not generic or used purely as decorative elements.

Get involved, understand the context of the story and ask clarifying questions of the brief.

Search for unusual perspectives and use colour to enhance the meaning of your illustration.

Editorial illustration is the preferred type of illustration for communication campaigns, events and message-driven activities. We recommend hiring professional editorial illustrators with a distinct style and a recognized client legacy – the Creative Solutions team can provide suggestions.

Ideally, illustration should be original and show an understanding of the editorial content. It should be created with the intended layout and composition in mind. Be sure to plan space to accommodate for supporting text if needed with consideration of the channels used.

The fundamentals of Roche editorial illustration

Meaningful: It conveys more than the words and has intrinsic meaning even if detached from the editorial content.

Emotional: It creates a visceral response and a storytelling aspect are present in the illustration. Style, colours and visual content work together to convey both the message and the mood.

Striking: It is contemporary, original and bold. We are brave and innovative in all of our activities – also in illustration. A contemporary, high-quality design language with bold colours and shapes is the preferred style for Roche illustration. Images should be striking and different. Stock illustration should be used with great caution.

Use of comics and cartoons

Whimsical, humorous or simplistic imagery is normally at odds with the refined aesthetic and seriousness of the Roche brand. It takes a lot of skills to make this type of illustration work for our messages.

In some cases, however, cartoons may be engagement triggers and bring the right balance of irony to an otherwise serious or technical matter. In such cases, avoid mainstream, generic, overused, and highly recognizable stock imagery, which make the Roche brand look untrustworthy, aloof and generic.

The same principles of quality, originality and design excellence mentioned for illustrations apply to cartoons too.

Technical and scientific illustration

The main focus with technical and medical depictions should be clarity, simplicity and correctness. Scientific content must be produced professionally and in high quality. The style should suit the content.

The primary use of charts, graphics and icons is to visualise information and data. They can be used individually or in combination, to create infographics for print or digital use. Icons can also be used to balance or structure a text-heavy layout. The infographics pack is available for download below.

The foremost consideration when creating graphics and infographics for Roche is clarity and accuracy. Attention should be paid to choosing the type of graph that best suits the data and to implement it in a way that does not allow ambiguity.

  • Our graphics should feel as though they live in a trusted and authoritative publication while still being appealing and understandable for the general public. They should convey accurate and current data in the clearest and simplest way.
    They are clear and unclattered, surrounded by ample white space. Each element concentrates on one specific message or data point. They use simple shapes (squares, rectangles, circles) which can be either outlined OR filled (not both). Corners are slightly blunted. Colours are chosen with attention to contrast, impact and clarity.
    The Roche primary and secondary colours can be used in graphics and iconography as well as their tints and shades. The use of colour should be restrained yet bold and intentional. The use of contrasting and impactful colour suggests both the importance of the data presented and our confidence in bringing them forward. 
    Both Roche fonts can be used with graphics, though imago is preferable in the majority of cases. Text should be kept separate from graphics whenever possible and harmonized in size and colour with the graphical elements.

  • The Roche iconography system includes a set of ready-made icons representing concrete and abstract concepts as well as color guidelines and sizing rules. The system is highly modular in that it allows to tune the complexity of icons to the graphical needs as well as to combine different simple icons to highlight more complex ideas. Designers can follow the rules provided in the guideline document to construct new icons or icon combinations that are stylistically consistent with the existing ones.

Roche Tools

Media Library

Discover a wide range of images and videos about Roche and its products.



Download ready-to-go templates and documents for effective online and print design.


Messaging Warehouse

Receive approved, guidance, messages and materials about Roche's key topics (accessible on the intranet only).


Genentech Branding

Download brand guidelines, templates and discover the photo gallery.


Diagnostics BrandBridge

Access the cross-BA Diagnostics marketing resource management solution for digital content management.