Image System
The image system translates the five pillars into applicable rules for production, selection and approval.
The 4 Image Types
Match & Motion
Dynamics, technique and emotion on court. The moment tennis becomes visible as sport: impact, split-step, follow-through, point-winning, exhaustion.
At least 2 of 4: active movement with athletic plausibility, body tension or change of direction, gaze focused on the game situation, real kinetics (motion blur allowed)
Frozen action poses without motion context, victory poses, looking at the camera during action, fashion dynamics without athletic plausibility
Athletic core of the brand, highest intensity anchor
Tennis Life
Everything around the game: preparation, arriving, changing, warm-up, drink after, walk to the court, club life, friendship. Tennis as a way of life, not only as competition.
At least 2 of 4: recognizable tennis context (court, equipment, club, tennis wear), natural interaction, transitional state before or after the game, a person in athletically plausible appearance
Generic lifestyle without tennis reference, staged group poses, claimed rather than lived community, fitness content without sport context
Grounding the brand, accessibility, emotional breadth
Product & Detail
Pure product visuals and atmospheric details. Shoes, rackets, bags, accessories as laydowns. Textures, court details, nets, lines as mood elements.
At least 1 of 3: product in precise, factual depiction (true to texture and color), high-quality materiality visible, atmospheric tennis detail as mood element
Heroized product staging, artificial logo rotation toward the viewer, isolated products without shadow and context, stylized coloring
Proof of competence as a tennis specialist. The product explains itself through precision and materiality, not through staging.
Shop & Fit
The product on the body under controlled studio conditions. Shows how a product fits, falls and wears, with the model as carrier, not protagonist. Bright cyclorama, frontal. Lives exclusively in the webshop (PDP main image, listing hero, fit views), never in campaign or editorial.
At least 2 of 3: product clearly readable in fit, cut and color; neutral bright studio background (cyclorama) without setting; model in a calm, product-serving pose. Casting: genuine TP customer type (recreational and club players), diverse by feel, realistically athletic to everyday.
Campaign or editorial imagery, narrative or emotion as the primary goal, setting or props, movement or tennis gestures. For casting, no editorial-thin or bodybuilder types. The studio exception applies only to staging (posed instead of observed), not to casting.
Conversion and product fit on the PDP. Comparability across all products and brands, reducing cognitive load when browsing. Quantitatively the dominant image type in the webshop.
Logo Use per Image Type
| Image Type | Wordmark | Ball Icon |
|---|---|---|
| Match & Motion | Only at the edge, small. The stronger the peak, the less logo. | Not during the peak moment |
| Tennis Life | Yes, placed with restraint | Yes, also as overlay |
| Product & Detail | Yes, clearly legible | Yes, as a compact identifier |
| Shop & Fit | Not in the image. Pure product depiction; branding runs through the shop interface. | No |
Modifiers
Product Focus
Tennis-Point is a retailer, not a manufacturer. The product is part of the scene, not the subject. In scene images it is recognizable but not central — no forced logo rotation. In laydowns: soft light, shadows for depth, no stylization.
Space & Setting
Space is identity-forming. Tennis lives from spatial depth: net, court, line, stands. Camera on player perspective, never bird's eye. No ad-studio bokeh, no complete background cutouts.
Season & Occasion (Specials)
For Sale, Black Week, Christmas and other occasions, the framework may be temporarily extended. Graphic special solutions are allowed, labeled as 'Special', and remain exceptions — never the new norm.
Multi-Brand Integration
Tennis-Point carries products from numerous top brands. The color look must not visually favor any single manufacturer. Neutrality is a business necessity, not just an aesthetic preference.
Traffic Light Logic
Key Visual
Shapes the brand. Reference for new content. Hero positions, campaigns, brand building.
Functional
Supports commerce and structure. Categories, product-in-context, navigation.
Supplementary
Extends story and context. Behind-the-scenes, community, documentation.
Quality Check
Is an image type recognizable (Match & Motion / Tennis Life / Product & Detail / Shop & Fit)?
→ Not a brand image
Does it meet at least 2 criteria of the respective image type?
→ Revise image
Does it conflict with a modifier (product focus, setting, specials, multi-brand)?
→ Revise image
Does it meet the five pillars (Authenticity, Realism, Diversity, Balance, Brand Anchors)?
→ Revise image
Approved