Stone takes stock as Pentagram rebrands

Stock photography libraries Tony Stone and Getty Images are set to be relaunched. A revamp and new corporate identity project is currently being undertaken with London design consultancy Pentagram.

Tony Stone will be the first of the two brands to see a change, in an attempt to redefine the stock photography concept.

Shortly to be relaunched with the shortened name Stone, its catalogue will feature images commissioned to have a much greater anticipation of what its customers want.

Getty Images will be repositioned as an e-commerce venture to complement its sister library.

Pentagram was commissioned six months ago. The consultancy was briefed to review the corporate identity and produce a “brand spirit guide” to reposition the Tony Stone brand in the increasingly crowded stock photography marketplace.

Pentagram partner Angus Hyland, who led the project, says Stone has been conceived around “generated photography” rather than stock photography, which he thinks has run its course.

“The idea of stock photography is out of date. Stone will now be much more about generating photography in anticipation of demand,” he says.

Getty Images is understood to be becoming part of a bigger photography portal on the Internet, which may include a number of photography catalogues.

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