Key considerations
People view and respond emotionally to images before they read text. Keep these traits in mind when choosing imagery that is reflective of our brand.
Imagery
Compelling images draw in our audience so they connect with our message. The best imagery tells a unique story about our university.
Types of imagery
UCalgary brand visuals should showcase our energy, innovation, collaboration and community. They tell a meaningful story that represents our diversity, culture and individuality.
The main types include:
Graphics
Bold and vibrant graphics can convey abstract concepts, such as progress, innovation and energy.
Photography
Reflects who we are through our people, places and experiences.
Illustration
Allows us to tell stories by creating imaginative situations and people.
Authenticity
When possible, stock photography should be avoided in favour of imagery capturing real people in our own context and locations. It is important that we portray scenarios in an accurate and authentic way, while feeling ambitious, innovative and realistic. Use lighting that feels natural and not overly stylized.
Energy
UCalgary is a vibrant place that can be brought to life using energetic visuals, action oriented situations, and positive emotions on people's faces. Avoid imagery that feels too staged or posed, we want to capture candid reactions and scenarios.
Storytelling
There are many amazing stories at our university. Impactful imagery is often achieved by creating a window into our world and conveying meaningful scenarios. Whenever possible, try to understand the narrative you want to show and transport the viewer into the heart of what's happening.
Humanity
When photographing people, focus on what makes them unique and bring those elements out — diversity, culture and individuality. Do the very best to represent our community of innovators, leaders, and entrepreneurs.
Full imagery guidelines
View in depth information from UCalgary's photography and illustration standards. (Internal use only)
