PHOTOGRAPHY
GUIDELINES
TABLE OF CONTENTS
The UQ brand ............................................................................................................................ 3
The bigger picture ...................................................................................................................... 4
Our imagery styles explained .................................................................................................... 5
1. Overview imagery .......................................................................................................... 5
2. Academic imagery ......................................................................................................... 5
3. Lifestyle imagery ............................................................................................................ 5
4. Interactive imagery ........................................................................................................ 5
Key considerations .................................................................................................................... 6
Examples of photographs .......................................................................................................... 7
Examples of use ...................................................................................................................... 19
Photography and Images ........................................................................................................ 21
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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:
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Engage
Learn
Discover
Lead
Aspire
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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.
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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
2. Academic imagery
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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
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Usage includes:
• Central prospectus covers
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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
4. Interactive imagery
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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
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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
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Key considerations
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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)
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Avoid shots of alcohol in your photographs.
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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.
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Remember that an experience will look more genuine if it is not obviously posed.
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Ensure that portrait and landscape versions of each image are taken to allow these
images to be incorporated into different creative formats and executions.
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Large, single images are recommended in lieu of photograph or image collages.
Whenever possible, images should be shown full bleed or full frame.
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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.
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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.
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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.
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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.
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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.
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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.
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Photographs should reveal student involvement and the bond students have with
academic and professional staff members.
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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 –
[email protected]
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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
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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.
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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.
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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.
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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.
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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…
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… 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.
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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.
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… But it’s all about context and balance, as it’s also important to sometimes use people
studying by themselves.
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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.
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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.
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Examples of use
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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 email [email protected].
When engaging a photographer, it is important to consider the following:
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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 –
[email protected].
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