Images
Note: All images should be 72 dpi.
Photography Guidelines (Abbreviated from the Masterbrand Guidelines)
- Images should be engaging, contemporary Australian and reflect the natural, relaxed attributes of the Qantas brand
- Clean, simple backgrounds
- Wherever possible, shots should include human elements (ie staff and customers)
- Images should convey a sense of energy and dynamism
- Images should reflect the Qantas colour palette
Read more about photographic styles.
Image Naming
- Use only lowercase alphanumeric characters and hyphens
- Think in terms of search keywords and use hyphens to separate words
- Use full names rather than abbreviations where possible
- Use region and locale (for language) codes at the end of images where relevant (see the list of codes below)
Image Location
- First grouping is by dimensions rather than section of the site
eg: img/150x150/about-qantas/ - All original images should be stored in the Mediabin shared library with usage and expiry information added
- Images for the web should be put in Mediabin internet_live
Media Bin
- Remove old images from the internet_live folder when no longer required. Images to be deleted should be moved to internet_live/qantas.com/images-to-be-deleted. These will be checked and removed on a regular basis.
- Keep each folder to a maximum of 150 images so Mediabin is not too slow to update your view. Create subfolders as needed, following the sections of the site.
Standard sizes
| Type | Size | Format | Usage | Kb | Path | Example |
| In-page graphic | W:150px H:150px |
.gif .jpg .swf |
Within content pages | <10k | img/150x150 | img/150x150/plan/meeting-room-food.jpg |
| Promotion | W:160px H:140px |
.gif .jpg |
Homepage horizontal promo bar and left-hand-side panel on A and B level pages | <30k | img/160x140 | img/160x140/marketing/win-a-tip-to-france.jpg |
| Landing page banner |
W:760px H:200px |
.jpg .swf |
Landing page banners | <30k | img/760x200 | img/760x200/qantas-holidays/img-sofitel-100-reasons-why.jpg |
| Icons | W:19px H:19px |
.gif | Icons | <5k | img/icons/redesign | img/icons/redesign/ico-car.gif |
| Home Content Panels | W:365px H:302px |
.jpg | Homepage and landing pages for ancilliaries | <100k | img/365x302 | img/365x302/activities_af_en.jpg |
| Newsletter | W:350px H:164px |
.gif .jpg |
Red e-Mail | <20k | img/350x164 | img/350x164/valentines-day-sale.jpg |
| FF EDM | W:180px H:100px |
.gif .jpg |
FF EDM | <15k | img/180x100 | img/180x100/sep-11/QH-NSW-Resized.jpg |
| FF EDMs | W:580px H:115px |
.gif .jpg |
FF EDM | <30k | img/580x115 | /img/580x115/reminder-qantas-club-aug.jpg |
| Index page images | W:240px H:80px |
.gif .jpg |
A and B level pages | <10k | img/240x80 | img/240x80/activities/shark-dive.jpg |
| Bulletin boards | W:65px H:65px |
.jpg | Bulletin Boards (Flight specials) | <5k | img/65x65 | img/65x65/img_canberra.jpg |
| Trip Finder | W:110px Ht:90px |
.jpg | Trip Finder | <5k | img/110x90 | img/110x90/cities/auckland.jpg |
| Logos | W:150px H:varies |
.gif .jpg |
Within content pages | <10k | img/150x150 | img/150x150/about-qantas/channel7-logo.gif |
Optimising GIFs
The GIF format, created in 1987, is limited to 256 colours, but allows for basic transparency, animation, and compresses in a way that is always sharp.
The limitations of GIF make it a poor choice for most photographic images. It is commonly used for screenshots, logos, and email promotions.
Optimising GIFs involves reducing the number of colours used, meaning images with flat blocks of simple colour and not many gradations between colours compress well.
Animations are generally very short and simple, with the trade-off being that the fewer colour gradations used the longer or smoother the animation can be.
Optimising JPGs
The Jpeg format was designed for photographs and is very widely-used online.
Optimising jpegs takes some consideration because we want the quality to be high and the filesize to be as low as possible. Some images will compress more successfully than others. Essentially a lot of ‘noisy’ detail doesn’t compress very much whereas large blurry spaces will compress very well.
If you are using a large format like a page header, choose your image along the lines of an evocative image with a single point of focus rather than trying to pack in logos, montages of different destinations or other very-detailed visual information. This will allow the jpeg to compress well, which means the page-load will be quick and customers will be able to get to the content of your page-body where you can include other logos or in-page graphics.
Naming Standards for Region or Locale-specific images
These codes should appear at the end of the filename for images that are specific to a region and/or a locale (for example a Red e-Mail promo with text in a foreign language and with pricing in a regional currency).
For Example:
cars-au-en.jpg = Australia region, English.
cars-sp-en.jpg = South Pacific region, English.
cars-as-jp.jpg = Asia region, Japanese.
cars-as-zh-tw.jpg = Asia region, Traditional Chinese.
| Region | Region code |
| Australia | au |
| Asia | as |
| Americas | am |
| Africa | af |
| Europe | eu |
| South Pacific | sp |
| Locale (Language) | Locale code |
| English | en |
| French | fr |
| German | de |
| Japanese | jp |
| Traditional Chinese | zh-tw |
| Simplified Chinese | zh-cn |
| Spanish | es |