Photography & Video Style Guide Standards for St. Edward s University

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1 Standards for Version 1, August 2012

2 Table of Contents Why Standardize?... 3 Classroom Photography... 4 Students... 4 Instructors... 6 What to Avoid... 8 Event Photography... 9 Speakers Magazine Portraits...13 Headshots...15 Staged Lifestyle Photography...17 Video

3 Why Standardize? Our Strategic Plan 2015 calls us to position ourselves as a global university a goal that requires that the St. Edward s brand be recognized wherever it appears. Every photograph we use, both online and in print, reflects our brand. Please follow these photo guidelines to help us represent the university consistently. These guidelines will help produce versatile images that we can reuse in varied formats. 3

4 Brand Style of Photography Overall goal: To represent the St. Edward s core brand tenants when and wherever possible: Academic Challenge, Global Perspective, Make A Difference. The mood and tone of the imagery should be positive, comtemporary, engaging and natural. Our style aims to include the viewer as a participant in the photo, not on the outside looking in. The new brand style of photography is achieved by observing the following guidelines: Use high-contrast and natural light sources Use foreground obstruction to achieve a clear fore- mid- and background within the image. Show individuals actively engaged and with natural postures. Avoid capturing stiff and overly-posed moments. Shoot from multiple angles, including from a birds-eye view, and in both horizontal and vertical formats. Include visual context of St. Edward s through elements such as iconic campus architecture, or endorsed attire, books, binders, etc. 4

5 Classroom Photography: Students 1 Overall goal: Show students in classes that are engaging, challenging and personal. Show students listening, reading, writing, interacting or presenting. 4 Shoot using portrait and landscape orientations. Always take a wide shot of the classroom as well as tight, close-up photos. 2 3 Position male and female students together. Strive for ethnic, cultural and gender diversity. Use foreground obstruction to create depth. Integrate items that showcase current technology such as laptops, smartphones, etc. 5

6 Classroom Photography: Students Examples 1 Shoot from multiple angles, including a birds-eye view. 6

7 Classroom Photography: Students Examples 1 Always include the visual context of St. Edward s with elements such as iconic campus architecture, or endorsed attire, books, binders, etc. 2 Show ethnic, gender and cultural diversity. 3 Use foreground obstruction to create depth. Represent a fore- mid- and back-ground. 7

8 Classroom Photography: Instructors 4 Photograph instructors using hand gestures, showing them engaged, active and natural. 3 Ask instructors to wear complimentary colors, subtle patterns and layers when possible. 1 Show students in the classroom. 2 Capture instructors looking engaged and happy. 8

9 Classroom Photography: What to Avoid 2 When appropriate, ask students to take off baseball caps, sunglasses or head wear. 1 Remove all beverages from the desks. Illiminate visual clutter wherever possible. Never promote other brands or products. Additional items to avoid: Do not photograph students wearing other schools logos or names. Do not photograph all female or all male students. Always position male and female students together. 9

10 Event Photography Overall goal: Reflect authentic student life on campus. Photograph the event from a variety of angles. Take wide shots and close-ups, both vertical and horizontal. Photograph an even ratio of male and female students. Capture the highlights and the in-between moments. Look for a natural diversity in race, gender and age. Photograph students looking at the camera as well as engaged in action. When appropriate, include university landmarks in photographs for context. 10

11 Event Photography Examples 11

12 Event Photography: Speakers 1 Take horizontal and vertical images as well as close-up and wide shots. 2 Try to capture them in front of different backgrounds when possible that highlight the topic of their presentation. 3 Photograph speakers with a variety of hand gestures and facial expressions. 12

13 Event Photography: Speakers Examples 13

14 Magazine Portraits 1 Overall goal: Photograph subjects with a prop or in an environment that aligins with the story to give context. 2 Leave enough space in the frame for copy. 3 Take photos of the subjects looking at the camera as well as looking away. 14

15 Magazine Portraits Examples 15

16 Headshots 3 If time allows, try more than one background option. 4 Use a simple, uncluttered color scheme as a background. 2 Keep the background and the subject in the shade. If the background is in the sun and the subject is in the shade, the background will be completely blown out. 5 Pay attention to the color of the subject s attire and try to shoot in front of a complimentary background. 1 Ask the subject to wear a solid color and to avoid white or black. White tends to wash skin tones out and black has very little tonality. 16

17 Headshots Examples 17

18 Staged Lifestyle Photography Overall goal: Convey students learning in a challenging and global environment. Photograph students in groups with an equal ratio of male and female students. Strive for ethnic and cultural diversity. Show students interacting with each other. Photograph with plenty of space around the students for laying in copy. Advise the subject to wear complimentary colors, subtle patterns and layers when possible. Avoid wearing solid white or solid black. Photograph students in a variety of set-ups and situations, including presenting and studying. Remove bottles, cups and anything with a brand name. Photograph students having fun and smiling. Take a variety of horizontal and vertical images. Include university landmarks in the photographs for context. Use props such as books, laptops, magazines, notebooks, bags/backpacks and pens. 18

19 Staged Lifestyle Photography Examples 3 Photograph with plenty of space around the students for laying in copy. 1 Include university landmarks in the photographs for context. 2 Take a variety of horizontal and vertical images. 19

20 Staged Lifestyle Photography Examples 20

21 Video If possible, the background should visually represent the subject or topic. The background should not be too busy. Try to anticipate if people or sounds could disrupt the background or audio and take precautions to avoid it as much as possible. Place your subject in the frame using the rule of thirds (place your subject to the left or right side of the frame, not in the center). The subject should look across camera frame, not directly in to the camera lens. For example, if the subject is placed on the right side of the frame, have them looking toward the left side of the frame. The interviewer should be as close to the camera as possible and on the opposite side of the interviewee. Set up the camera at eye-level of the subject or slightly above. Both the foreground and background should be in the shade when shooting outside. Never shoot your subject in the shade with a sunny background. Make sure you are recording in a quiet place. Buzzing lights, doors closing, traffic noise and people talking are all very distracting sounds. Keep the photography guidelines in mind when shooting video. Many of them apply. 21

22 Video: What to Avoid Avoid placing your subject in the center of the frame. Avoid a background with anything that appears to be growing out of the subject s head. Avoid interviewing the subject against a wall, and sitting in high-back chairs. Create separation between the subject and the background. 22

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