Brand guidelines
Photography
Approved photography categories—from people and community to materials and innovation.
Updated Aug 10, 2026
Principles
Photography should feel real, optimistic, and grounded. Prefer natural light, authentic environments, and compositions that leave room for typography and the brandmark.
Do
Show real work, communities, and materials with honest color and clear focal points. Leave quieter areas for type or the reversed mark.
Don’t
Don’t use overly staged stock tropes, heavy filters, or crops that cut through faces and critical details.
Categories
Organize photography into these approved categories so teams can find the right story fast. Stay within a category’s intent—do not relabel lifestyle stock as Infrastructure or Materials.
- 01
People
Individuals and teams in authentic working moments.
- 02
Collaborators
Partnership and joint problem-solving with external or internal allies.
- 03
Cemex and the Community
Local programs, gatherings, and community impact.
- 04
Infrastructure
Built structures, skylines, and large-scale construction.
- 05
Facilities
Plants, labs, warehouses, and operational spaces.
- 06
Sustainability
Renewables, stewardship, and responsible futures.
- 07
Textures
Close studies of concrete, aggregate, and surface detail.
- 08
Technology
Instruments, systems, and digital craft on site or in lab.
- 09
Innovation
Research, experiments, and forward-looking capability.
- 10
Vehicles
Fleet, site transport, and purposeful machinery.
- 11
Packaging
Bags, pallets, and product presentation ready for brand.
- 12
Materials
Cement, aggregates, and the substance behind every build.
Explore
Browse the library below. Choose a category in the top bar to refresh the shot list on the left, then select a thumbnail to bring that image forward as the protagonist.
People
Collaboration in the open
Authentic teams and individuals at work—natural light, real environments.
Brand categories