Product Imagery


Product images are one of the most used assets we have. Because of this, it’s important that these assets are used correctly to maintain visual consistency with our audience across all touchpoints. We pride ourselves on the superior quality our products offer and the way that we visually represent the products need to share the attention to detail that went into creating the product themselves.

Whether you’re creating a presentation, advertisement, social media graphic, or anything in between, follow the guides below:

A panel of 3 images showing equipment, a bulldozer, and a worker standing on top of a pile of rock.

Studio imagery

By using high-quality studio images of our products, we contribute to the perception of being a high-quality technology supplier. To maintain this standard of quality, it is important that all outward-facing representations of our product utilize brand-approved imagery.

While each product may differ, the standard set of studio images will be provided:

Front view of Topcon equipment


Front left of Topcon equipment

Front left

Front right view of Topcon equipment

Front right

Back view of Topcon equipment


Back left view of Topcon equipment

Back left

Back right view of Topcon equipment

Back right

Field photography

Field photography of the products consists of both product beauty shots and people using the product on location (either a job site or a farm).

Field photography is preferably shot on real job sites, farm fields, and livestock barns, using real operators for authenticity. They are also typically shot using natural lighting.

Below are a few examples of application shots:

Topcon survey equipment inside a jobsite.


A bulldozer working on the side of a road.

Machine control

Construction workers standing on top of a construction site. One worker is using Topcon's survey equipment.


Closeup image of a construction worker using Topcon's equipment.

Product/User closeup

Technology overlay

Often in photographs, our products are small and not immediately noticeable to someone unfamiliar with our product offerings. This problem is amplified even more in circumstances when photographs are used at a small scale. To prevent this, the use of technology overlays can be edited on top of a photograph to draw more emphasis to the products as well as to communicate more clearly what the technology does.

These overlays should be edited in a professional and consistent way to maximize their impact. Doing so wrong could inadvertently cause our brand to appear as cheap or unprofessional. Refer to the images below for how to and how not to use technology overlays.


Topcon's correct use of perspective.
Checkmark Icon

Match the perspective of the image in a way that accurately reflects the technology

Topcon's incorrect use of perspective.
"X" icon.

Don’t drop the overlay on the photograph “as-is” without any perception matching

Optical blur

A worker standing in a field using equipment.
Checkmark Icon

Blur the overlay to match the depth of field of the photograph

A worker standing in a field using equipment.
"X" icon.

Don’t make the overlay 100% in focus unless it matches the photo


Topcon's correct use of opacity
Checkmark Icon

Start with a base opacity of 80% and feather out as you get farther away from the product

Topcon's incorrect use of opacity.
"X" icon.

Don’t use the overlay at 100% opacity without any feathering


Topcon's correct use of color.
Checkmark Icon

Use the color of the overlay as they are provided

Topcon's incorrect use of color.
"X" icon.

Don’t change the color of the overlay


Overlays provide an impactful visual that draws emphasis to itself. However, when they are overused, they can have the opposite effect making for a visually chaotic image.

Topcon's correct overlay usage.
Checkmark Icon

Only use one or two overlays per photograph

Topcon's incorrect overlay usage.
"X" icon.

Don’t use more than two overlays per photograph

Scan data

Topcon's correct use of scan data.
Checkmark Icon

Use real scan data

Topcon's incorrect use of scan data.
"X" icon.

Don’t fake scan data using filters