Photography and video

Photography is a core element of our brand system. Words can tell you what we believe, but imagery proves how we live it. Photos can capture the depth of our impact, the diversity of our community and the momentum that moves through our campus every day.

The right image doesn’t just illustrate UIC. It verifies who we are. It reflects the real experience: unfiltered, ambitious, unmistakably Chicago.

UIC is a fiercely inclusive, unapologetically authentic, grounded community with a drive for excellence that thrives in our expressive, global city.

Although it’s impossible for a single photograph to represent every idea or individual, the UIC spirit comes to life through bold visual direction, intentional curation and powerful treatment of our images, incorporated in conjunction with other brand elements.

Our brand system draws on photos in several categories to cover the detail, variety and depth of the stories we need to tell.

When we use portraiture, we put a human face to who we are. We want to show students, faculty and staff in the best light, which means capturing them with authenticity.

When taking cropped portraits, always focus on a single individual. The shot should zero in closely on their face, allowing their personality and individuality to come through.

Casting

Students should be captured being their authentic selves. Keep the background neutral, so that the vibrancy is all about the subject. And remember, it’s important to show a diverse mix of our people in an accepting and supportive environment.

Stylistic considerations

• Moments of real emotion
• Subjects being authentically themselves
• Positive expressions

Sometimes we need to depict our staff, students and community with more context. We can achieve this by showing them in the environments where they work and play.

In this case, we prefer candid or minimally posed shots that show the joy and pride we have in UIC.

Casting

Always consider the background as you aim to keep the subject as the primary focus.

Stylistic considerations

• A mix of candid and art-directed shots
• Showing groups and individuals within their environments
• Shots that don’t feel perfectly staged

These shots focus on specific, high-resolution objects, elements and textures, taken within a broader setting or environment. We use them to establish mood, context and realism.

The images in this category often highlight small details — instruments in a science lab, an imperfect stack of books in the library, tools in a workspace — that might otherwise go unnoticed.

Be sure to capture not only the objects themselves, but also people interacting with them, in order to tie the photo to the people putting in the work.

Our community is the heart of our university, so showing UIC through their eyes is critical to presenting a full picture of life here. Images in this category include snapshots of ordinary but joyful moments in the lives of students, faculty and staff. It’s important that these shots capture a moment and tell a story.

Stylistic considerations

To add a layer of authenticity in capturing our community’s experience, these images should employ loose framing and a point-and-shoot style.

This doesn’t mean that all photos in this category must be taken with a point-and-shoot camera, but rather that they should evoke the spirit and spontaneity of this style of photography. Try using a wider field of view, or capturing subjects from a lower or higher angle. Aim for a combination of shots with wide angles, direct flash, off-kilter framing and other hallmarks of snapshots.

Black-and-white photography can be used alone or with a group of other full-color photos in a single layout.

The black-and-white filter can be used on any of the already identified photo categories, as shown in the first three examples here.

We’re also introducing another subcategory for black-and-white images: legacy photos. For historical photos, we can add this high-contrast, slightly grainy filter to create a consistent look.

By using the black-and-white treatment for both contemporary and legacy photos, and setting them alongside each other, we can infuse the images (and our institution) with a timeless quality.

Our sense of place is defined not just by our campus spaces, but also by how those spaces are enriched with the vibrancy, energy and camaraderie of our community.

These images paint the picture of what the UIC experience looks like, on and off campus. Showing the full breadth of the student life experience is valuable for all audiences.

Casting

Inside and outside the classroom, we want to show individuals and groups pursuing their passions and doing what they love within the community that surrounds them.

By using dramatic angles and capturing subjects focused on the task at hand, these images can express energy and community.

When taking these photos, look for unique perspectives, depth of field, dramatic light, interesting environments and action.

Stylistic considerations

• Moments of real emotion
• Spirit and achievement
• Positive expressions
• Hard work
• Freedom to experiment

With the layering technique shown here, we can quickly share a deeper story about UIC.

The background image should be a tightly cropped example from the “Places and Spaces” or “In the Details” category. As the back layer, it becomes a textural frame around the front photo.

The front photo should fall under one of the following categories: “Community Point of View,” “Contextual Portraiture” or “Cropped Portraiture.”

Done well, video can be a powerful communication tool and an effective way to reach an audience. From scripting to shot style, videos should be strategically planned and well-produced. It is especially important to use professional videography to showcase UIC in its best light.

Enjoy UIC’s videos on YouTube.

Be brief

The ideal video length is typically less than two minutes. A clip posted on social media should be no longer than 45 seconds. Attention spans are typically short; getting the message out quickly and in an engaging manner will help keep audiences watching to the end.

Accessibility and ADA compliance

The university is committed to accessibility. For more information on creating accessible videos, visit Making Audio and Video Media Accessible.

Use captions

Captioning videos is a requirement for any university website and social media channel. For more information on creating accessible captions, visit Captions/Subtitles.

There are separate captioning guidelines for the seven health sciences colleges, which adhere to co-branding guidelines set by Strategic Marketing and Communications and the Office of the Vice Chancellor for Health Affairs. These use a co-branded logo and a short statement at the end of each video. Contact vcha@uic.edu for access to co-branded logos.

When working with outside videographers, make sure all contracts specify that UIC will own exclusive rights to the use of the images. This will allow UIC to use the images for current and future projects without having to purchase additional rights. No image or video may be used for commercial or advertising purposes without written permission from the University of Illinois Chicago.