Visual
Photography
Our photographic style is authentic, focused, and true-to-life. We avoid harsh, artificial lighting and posed setups. Images should be clearly presented and appropriate for the context in which they’re used. We use both proprietary photos and properly licensed stock images.
For Fannie Mae photo shoots: Individuals who contribute their likeness, portrait, voice, and/or testimonial must sign a Fannie Mae standard Model Release and Consent form for Marketing & Communications’ files. Photos of any identifiable property or the interior of a consumer’s home requires a Property Release and Consent Form signed by the occupant (owner or renter) and on file with Marketing & Communications.
Do
Use low camera angles for intimate shots (not posed).- Obscure house numbers, car license plates, and brands.
- Be sure to feature various types of diversity, such as age, body type, skin tone, hairstyle, race and ethnicity, family makeup, and abilities.
- Ensure people with different abilities are authentically portrayed.
- Use images containing our primary brand colors.
- Choose images that are authentic to the subject matter that they depict.
- Use images depicting non-denominational holidays.
- Consider the audience — materials aimed at consumers may use more expressive photos than those aimed at businesses.
Don't
Use inauthentic lighting, filters, or overly posed shots.- Show obvious non-U.S. architecture, appliances, or technology.
- Depict homes under construction unless workers appear with the proper safety gear and personal protective equipment (PPE).
- Choose overly complicated or populated architectural views.
- Use black & white photography.
- Show elaborate, expensive, or large houses.
- Utilize devastating images of natural disasters; instead, focus on help being provided or rebuilding.
- Use fully AI-generated imagery (minor AI-assisted edits are OK).
Do
Don't
Elaborate, expensive, or large houses.
Overly posed or inauthentic scenarios.
Harsh overhead angles or flash photography.
Obvious non-U.S. architecture.
Leadership portraits
Use approved portraits when developing creative assets that portray and represent Fannie Mae’s leadership team.
