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:



Bold and vibrant graphics can convey abstract concepts, such as progress, innovation and energy.



Reflects who we are through our people, places and experiences.



Allows us to tell stories by creating imaginative situations and people. 

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.


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.


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.


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.


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.

Photo and video library

UCalgary marketing, communications, and design staff can access our online library through the DAM. Contact 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.