As a large financial firm, UBS Financial Services has an obligation to serve the community and world around them. A large amount of information is given on their website about their commitment to be responsible with the environment, in the community, to their employees, and customers.
The image UBS chose to brand this section of their company struck me as interesting. They chose a photo of a white masculine hand digging in dirt to plant a green leafy plant into the ground. The coloring in the image struck me as bold and intentional. The clean hand digging in the dirt symbolizes the employees of UBS who are always working to ensure satisfaction and who are willing step out of their clean behind the desk jobs to care for others, and at times that may mean getting a little messy. The green plant symbolizes the benefits ensued. The use of a plant visually demonstrates their commitment to the environment.
The image communicates well UBS Financial Services' desire to be socially responsible. The choice of a close up image of a hand planting a tree shows that they want their responsibility to have a long-term effect. This plant will grow into a larger tree and last for years to come and provide numerous benefits during its lifetime. To put it into one word, the image is SUSTAINABLE.
In terms of the critics world view, the image does not pose and issue of ethics. The photo captures a physical demonstration of social responsibility. I can appreciate the absence of guilt and offensive material. But, as the only visual used, it should depict a broader range of people. A simple suggestion for improvement would be to have multiple hands planting the tree.