# Corporate Correction Campaigns The Getty Images Watermark Project Tweaks Annoying Feature By Vivian Lau | Published 2012-05-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/getty-images-watermark-project References: [fastcocreate](http://www.fastcocreate.com/1680762/how-one-brand-turned-an-annoyance-into-a-utility-the-watermark-project) & [gettyimages](http://www.gettyimages.ca/) The infamous [Getty Images](https://www.trendhunter.com/trends/empowering-visual-content) watermark, slapped intrusively on any of their released photographs, has been remodelled through the recent Getty Images Watermark Project. Deemed to be a form of brand marking representative of an different age (one less digitalized and accessible), Getty Images opted to [redesign their watermark](https://www.trendhunter.com/trends/corporate-identity). Now positioned as more consumer conscious, they certainly pleased a crowd of people in a modern, relevant and effective way. The new watermark features a catalogued image number (easily searchable online) as well as a space to credit the artist. It is featured in the form of a grey box, similar to an [art gallery label](https://www.trendhunter.com/trends/the-brooklyn-museums), and is so crucially set further to edge of the photograph. Getty Images has boosted its reputation from irritating to contemporary. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 8% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Remodelled Watermarks:** The Getty Images Watermark Project showcases the trend of redesigning watermarks to be more consumer conscious and artist-friendly. - **Accessible Cataloguing:** The inclusion of easily searchable image numbers in watermarks highlights the trend of making visual content more accessible and discoverable online. - **Contemporary Branding:** Getty Images' transformation of their watermark from irritating to contemporary demonstrates the trend of updating branding strategies to align with modern sensibilities. ### Industries Being Reshaped - **Photography:** The photography industry can benefit from the trend of redesigning watermarks that are less intrusive and more artist- and consumer-friendly. - **Digital Content:** The trend of accessible cataloguing through watermarks presents disruptive innovation opportunities for the digital content industry to enhance content discoverability and user experience. - **Brand Management:** The transformation of Getty Images' watermark showcases a disruptive innovation opportunity for brand management in updating and modernizing branding strategies. ## Related on Trend Hunter - [Empowering Watermark Campaigns](https://www.trendhunter.com/trends/online-rights.md) - [Modern Vitamin-Powered Water Rebrands](https://www.trendhunter.com/trends/vitaminwaters.md) - [Trademark Protection Campaigns](https://www.trendhunter.com/trends/kleenex-brand.md) - [AI Image Watermarking Tools](https://www.trendhunter.com/trends/google-deepmind.md) - [Sun-Lit Anniversary Campaigns](https://www.trendhunter.com/trends/corona-100-years.md) - [Photo Branding Tools](https://www.trendhunter.com/trends/reframe1.md) - [Copyright-Free Image Tools](https://www.trendhunter.com/trends/no-more-copyright.md) - [Empowering Visual Content Campaigns](https://www.trendhunter.com/trends/empowering-visual-content.md) - [Accessible Design Campaigns](https://www.trendhunter.com/trends/really-really-good-design.md)