To help build the ASU Brand, high quality photography is essential. This photography should be used on main imagery within any medium. Whether the subject is the environment, still life, or a person, the quality and lighting reflects the quality and tone of the brand. The primary use of all photography should be in full color, with minimal background/foreground elements. Use only black and white photography when a certain application requires it (example: black and white ad).
The following guidelines should be used for all main imagery within your communications.
Groups and Individuals
When presenting students, faculty, or alumni, avoid staged-looking, camera-aware images unless these individuals are being used specifically for a profile or feature. (In these instances, place individual(s) within an environment that supports the message and follow style and lighting guidelines below.) Instead, select dynamic, action-oriented images that reinforce the initiatives and innovations of ASU.
Environment and Still Life
To show a sense of space or new facility, use the techniques outlined below. Creating drama and depth via interesting perspectives is the key in projecting a growing, dynamic surrounding.
Style and Lighting
Minimal backgrounds and foregrounds help create emphasis and focus on a element or person within the photograph. Create depth by blurring foreground or background elements along with unique perspectives to further enhance the true focus of the subject matter. Avoid full depth-offield. Utilize strong directional or filtered lighting to create warmth and drama to the subject, further defining the ASU brand.
