Imagery

Compelling images draw in our audience so they connect with our message. The best imagery tells a unique story about our university.

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.

Copyrights

Always prioritize the use of university-owned imagery and photos. These assets reflect our unique identity and ensure compliance with copyright standards. If additional visuals are needed, opt for rights-free stock images or graphics from trusted sources. Avoid using copyrighted content without permission.

Full imagery guidelines

View in depth information from UCalgary's photography and illustration standards. (Internal use only)

Photography guidelines Illustration guidelines

Custom image request

Submit a creative request through the Office of Advancement. UCalgary staff can have graphics made or get access to a list of preferred vendors.

Submit request

Photo and video library

UCalgary marketing, communications, and design staff can access our online library through the DAM. Contact amhelp@ucalgary.ca to inquire about receiving access.

Notice of image capture

If you require signage to display during filming or while taking photos that may capture the public, please use these signs that can be printed from an office printer.

Release form

Capturing content of individuals that may be used for marketing or advertising purposes requires written consent from the subject using the university media recording and release form.

Stock images

Colourbox offers free images and videos that can be used by UCalgary students, faculty and staff. Please keep the brand standards in mind when selecting imagery.