PHOTOGRAPHY GUIDELINES

Transcription

1 PHOTOGRAPHY GUIDELINES

2 TABLE OF CONTENTS The UQ brand... 3 The bigger picture... 4 Our imagery styles explained Overview imagery Academic imagery Lifestyle imagery Interactive imagery... 5 Key considerations... 6 Examples of photographs... 7 Examples of use Photography and Images

3 The UQ brand The University of Queensland is a place of exceptional opportunities. It is a respected leader, inspirational and diverse. A distinct and well implemented photography style will help communicate who we are and what we offer by deliberately conveying how we want to be seen. EXCEPTIONAL OPPORTUNITIES This is our Brand Essence. It is the thought that drives The University of Queensland. It describes both what is at our core as an educational institution and what we provide to our numerous and varied audiences. It is not a tagline or slogan, nor a phrase that has to be used overtly in communications. Our brand essence is demonstrated by, and interpreted via, our brand values. These brand values should be present in our images, communication messages and the actions we undertake everyday. Our brand values are: Engage Learn Discover Lead Aspire 3

4 The bigger picture In all University communications, we should be trying to convey that we are an exceptional, top-tier institution. Furthermore, we are a University that actively pursues opportunities and encourages students, graduates and staff to create and inspire a sense of opportunity in everything that they do. The Brand Essence should come through in the content imagery and tone of voice of communications, demonstrating a real sense of style coming from a University that is at the top of its game, confident, a place that people aspire to be a part of. Our communication materials, including imagery, should have a sense of energy and life you d expect of a University that creates exceptional opportunities. That doesn t mean to say every communication has to be dramatic or loud. It depends on the content and the context of the communications. Where it really matters in recruitment, in undergraduate, postgraduate and employee communications we should attempt to make our brand essence shine through, in style, tone of voice, content and imagery. 4

5 Our imagery styles explained We have four imagery styles, which are determined by the type of publication or communication you are developing. Each style has a particular range of applications, and all help us to be seen as a diverse, inspirational and exceptional University. Stylistically, our photography should be bold, simple, and have one focal point. We avoid images that feel passive, are lacking in clear purpose, or have too much activity happening within the frame. Our imagery is colourful (naturally lit, where possible), and engaging. 1. Overview imagery People in places Full colour, bright, fresh, contrasting imagery Shows students of mixed nationality and age, absorbed and engaged in the university environment, and with each other Images are tightly cropped Faces are prominent Usage includes: Central prospectus covers 2. Academic imagery Full colour, bright, fresh, contrasting imagery Image content relates, in a direct way, to the subject of the content (ie, Faculty, School, discipline, program or course) as a photographic texture or background Images are not necessarily small. They describe a subject at close quarters or in a confined frame. This may be people, flora and fauna, natural elements/the environment or interesting objects all worthy of a more detailed and in-depth focus Does not feature people Images are to have a graphic pattern-like quality and must be light enough to sit with UQ purple Usage includes: Faculty prospectus Course brochures 3. Lifestyle imagery Snapshots of life Bright energetic photography Capturing the presence of people and their lifestyle Emphasis is on the activity and should capture the moment The style is closely cropped calling attention to detail Expressions and postures are magnified to convey an actionable, approachable attitude Demonstrates interaction and participation with others Reinforces our engaging, welcoming tone Usage includes: Accommodation guide Sport & Fitness 4. Interactive imagery Cut-outs of activity Full colour, bright, fresh, contrasting imagery Potential for people to interact with the UQ device, in various situations and formats There should be a positive up-beat feel to the images Interaction with other people and the environment is critical, to ensure our engaging, welcoming tone is evident Usage includes: Campaign imagery Recruitment Advertisements 5

6 Key considerations Exposed skin on people is offensive in some cultures. Please be mindful of this, and realise that these recommendations apply equally to males as well as females. Bare shoulders Midriffs Mini-skirts or short shorts No feet directly to camera (e.g. when people are sitting on the ground or on a bed) Avoid shots of alcohol in your photographs. Even though our first point of contact images (such as images used on brochure covers, pull-up banners or in advertisements) are not straight to camera doesn t mean that we won t ever use front-on pictures of happy, smiley people. When on a shoot, take a variety of pictures: some straight-to-camera and some that are more natural. Remember that an experience will look more genuine if it is not obviously posed. Ensure that portrait and landscape versions of each image are taken to allow these images to be incorporated into different creative formats and executions. Large, single images are recommended in lieu of photograph or image collages. Whenever possible, images should be shown full bleed or full frame. If you are planning to use the image as a cover shot, please leave enough free space at the top of the frame to allow for titles. See example on page 7. To give our imagery credibility, it is best to show students in environments that depict their academic focus. The best images incorporate interesting backgrounds that capture the UQ ambience sandstone, cutting edge architecture, great landscapes. Show students in hands-on activities with graphic and appealing backgrounds. Students who are engaged and absorbed show the depth of involvement that marks the UQ experience. Photographs of academic staff should suggest their authority in their fields. The environment should evoke the idea of depth and relate to their academic expertise. Try to include interesting props or structures in a professor s portrait. Objects that capture the subject s unique personality convey depth of character. Portraits of both academic and professional staff should be sophisticated and professional. Put subjects in front of interesting backgrounds that reflect the individual s character. Groups representing departments should show strong unity. Always position the staff members in a relaxed attitude and choose an engaged setting. Visual depth will make the image more dramatic. Photographs should reveal student involvement and the bond students have with academic and professional staff members. Whilst these guidelines primarily cover the depiction of staff and student life, it is also important to consider how animals are portrayed. Please consider the target audience carefully. It is recommended that you contact UQ s Animal Welfare Coordinator to discuss concerns and obtain specific advice a.higgins@research.uq.edu.au 6

7 Examples of photographs Overview image: Suitable for use on first point of contact materials, such as prospectus cover. Note the clear space above her head to allow room for UQ device and University logo. Remember design 7

8 requirements when taking your photographs. Overview image: Suitable for first point of contact materials, such as pull up banners. Note that even though the hero of this shot is by himself, there is interaction amongst students behind him. Plus, his looking off camera and smiling implies he is engaged with other people. 8

9 Overview image: Suitable for use on first point of contact materials, such as brochure covers. Note that this photo would also be suitable for use within brochures. This photo is also a good example of placing the student in situ. 9

10 Overview image: Suitable for use on first point of contact materials. This would also be useful for inside brochures. Note that this photo further demonstrates the Brand Essence: Exceptional Opportunities. 10

11 Making the most of your photo shoot These pictures demonstrate how from one photo shoot, you can get different pictures for different purposes. The picture to the left would be suitable for a front cover as it is portrait and the subject is looking away from the camera. The landscape picture above could be used within brochures and flyers. Taking photos of buildings When taking pictures of buildings, the general rule of thumb for UQ is to include people and take the photo from an interesting angle. This will reinforce our position of warm, welcoming and engaging. 11

12 Looking straight to camera Pictures of people looking straight to camera are still allowed to be used just not on first point of contact materials 12

13 but where possible, use pictures of people interacting in their field of study or work. Images are more engaging to the audience when the subjects are engaged with their environment. 13

14 Campus and lifestyle shots: It s important to show people enjoying themselves and interacting with others. A common obstacle for people studying at UQ is their perception of how impersonal their experience will be. Images such as the ones above can help convey a welcoming, supportive environment. 14

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16 But it s all about context and balance, as it s also important to sometimes use people studying by themselves. 16

17 What to avoid Standing in a straight line: Sometimes these types of shots are unavoidable, but where possible, have your subjects interact with each other in an interesting setting. Soles of feet: The soles of feet are offensive in some cultures. Avoid having them pointed directly at the camera. 17

18 Alcohol: Pictures including alcohol must not be used in University communications. Bare shoulders and short shorts: What may be considered acceptable in one culture may be considered offensive in another culture. Even if you don t intend for your materials to go overseas, once published, either in printed publications or uploaded online, you cannot control who sees your materials. As UQ embraces cultural diversity and engages with many diverse groups, please be mindful and respectful of the beliefs of others. 18

19 Examples of use 19

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21 Photography and Images The Office of Marketing and Communications maintains a list of recommended freelance photographers and can supply this on request. For more information, please contact the Photo Services Coordinator on uqimages@uq.edu.au. When engaging a photographer, it is important to consider the following: A written brief is compulsory for OMC staff and highly recommended for other UQ staff to ensure that the photographer has detailed information on the requirements, including location/s, style, intended use of images, and the deadline that images will be required. Ensure that a waiver form is supplied for the main subjects of the photo shoot to agree and sign to the use of the images. OMC has separate waiver forms for adults and minors (where parent or guardian approval is required) and can supply on request. UQ Photo Services OMC is in the process of implementing a new, improved photo library called UQ Images. Please contact Lesley Whitteker, OMC Deputy Director, for information on access l.whitteker@uq.edu.au. 21