A brand's visual identity goes beyond its logo and typefaces; it involves various other design elements, not least the style of the photos it uses. Photography is an important way of getting the brand's personality across.
The brand is more than a symbol; it is a new way of looking at things. With this in mind, it is important that concepts such as dynamism and diagonals are reflected in photographic compositions. The action takes place within and beyond the borders of the frame.
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Our photos should express an idea; they should represent a concept.
Our photos should express dynamism and direction, drawing upon the diagonal line in the UOC logo. The message they communicate should go beyond the edges of the picture.
Our photos should always include a human factor or scale, something that shows how people are the key element, with the composition proportioned accordingly.
Our UOC filter is an important part of our photographic style.
We edit our photos to give them our own specific tone, light levels and saturation.
Using editing software we apply grain, alter the colour temperature, and adjust photos' tone and saturation.
To express photos using the UOC's visual language, we can apply a duotone.