World Master Chefs Society Brand Guidelines
16 Imagery
Introduction
Imagery shows the Chapter as it really is: chefs in whites doing the work, teaching, and sitting down together at table. The photography is documentary, never staged.
Photography Style
Selects from the Rancho Cielo benefit dinner in Salinas, California: natural light, warm and slightly desaturated, graded toward the navy and gold of the palette.
Image Principles
Four principles guide how the Chapter shoots, selects and uses imagery.
The Work, Not the Plaque
Show hands, knives, plates and service before medals and certificates.
Real Chefs, Real Kitchens
Members in their own whites, in working kitchens. No models, no stock.
Teaching in Frame
Wherever possible, show a master with a younger cook. Mentorship is the story.
Warm and Restrained
Natural light, shallow depth, muted highlights. Nothing glossy or oversaturated.
Usage
A few rules that keep imagery consistent.
- Credit members by full name and title in captions.
- Place type over imagery only with a navy scrim or gradient.
- Crop to the chef’s eyes and hands; never crop the crest on a jacket.
- Do not use stock photography to represent Chapter members.