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Photography is a powerful way to communicate our unique brand identity.

The images you choose should be compelling and reflective of the energy that drives the university and all of our activities.

Photographs of our campus and our students, faculty, and staff should feel natural and unstaged.

Less Is More

Simple, direct, and honest images are the best way to express the complexity of who we are to our outside audiences. Unless you’re illustrating history, tradition, or nostalgia, photography should be free of background or foreground noise and clutter.

One way to achieve a strong look is to use single-focus compositions that hold the foreground or subject in sharp focus while allowing the background to go soft or out of focus.


More Is Too Much

Be aware of all the essential components of an image before shooting or using them in communications. Avoid using images that are busy, too complicated, out of focus, low resolution, or too darkly lit.


Avoid Stock

Do: Specific photos with recognizable environments can tell genuine stories.

Don’t: Stock photos can feel inauthentic.

Focal Point

Do: Ensure the photo you’re using is clear and specific about what it’s about.

Don’t: Make the viewer wonder where they’re supposed to look.

Think about narratives and context

Do: Photos with recognizable environments can tell genuine stories about life at UT.

Don’t: Overly sterile images with vague or generic locations do not convey a sense of place.

Getting Photography

The Office of Communications and Marketing provides photographic services as well as an online database of existing photography. Visit the communications website for more information.