Getty Images needed to change their image. People’s current perception of Getty is a monopolistic industry leader. They wanted to be thought of as an open, modern, digital business. We approached Getty’s perception issue by transforming the icon at the heart of their business: the Getty watermark. Previously, the watermark was a restrictive, closed symbol. We redesigned it to be an object of openness, information, and utility—and transformed the Getty brand in the process.

The new Getty watermark champions its contributors, empowers its customers, and romances its very business model—the content that it protects.

The key information is directly overlayed onto the asset, creating a contained area for relevant and useful information. The watermark is also interactive. Links to the photographers, dates and locations are clickable.