The RSP visual language
Our visual language contributes significantly to the identity of RSP. It shows who we are and what we stand for: technical excellence, functional aesthetics, proximity to people and machines. The images in our communication should be authentic, of high quality and relevant in terms of content.
They provide insights into products, processes and people – and create trust in our brand.
Image categories
Product images
Show machines in operation or in focus. Clearly illuminated, with technical details. No artificial effects, no unnecessary accessories.
Application images
Scenes from the field: RSP machines in use, in a construction site environment, with operating personnel. Authentic, credible and cleanly staged.
Employees & people
RSP is technology through people. Show people in a natural environment: in dialog, in action or at work. Important: realistic, unposed moments.
Detail shots & moods
Macro shots, textures, play of light and shadow. These motifs complement brochures or landing pages without dominating the main message.
Design principles
Honest & direct
No staged scenes – show real products, real people, real moments.
High quality & clear
Good image resolution, balanced exposure, clean perspectives.
Function instead of decoration
Images tell a story and support the message. They are never just filler material.
Reduction to the essentials
The focus is on a clearly recognizable motif – without distracting elements.
Make the brand context visible
Where appropriate, the logo, machine or clothing with an RSP reference are visibly integrated.
Use according to medium
| Medium | Image type | Special feature |
| Web & Social Media | Detail shots, people, situations | Slightly cropped, mobile-optimized, visually concise |
| Print media | High-resolution product & application images | Minimum resolution: 300 dpi |
| Presentations | Bright and tidy | Clear contrasts |
| Exhibition stand / Out-of-Home | Emotionally strong motifs, machines in use | High image depth, reduced distraction |
Composition and perspective
Perspective at eye level or from slightly below → conveys value
Keep backgrounds still, preferably with depth of field
RSP Orange as an accent: If possible, visible in the picture (logo, machine, clothing)
Golden ratio / rule of thirds for greater visual balance
Don'ts (pending)
Please avoid:
Blurred, out-of-focus or heavily edited images
Artificial filters or color grading with color cast
People without protective clothing or unsafe situations
Severe overexposure, hard shadows, lens flare
-> Integrate a gallery with “good” and “unsuitable” image examples (before and after view).
Downloads and image pool (pending)
You can find suitable media in our RSP media database. Access is available on request from our marketing team at marketing@rsp-germany.com.
