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Photographic style guide
Photography is a powerful way to communicate our iden6ty
Philosophy
Less Is More Simple, direct, and honest images are the best way to express who we are to our outside audiences. Unless you’re illustra?ng history, tradi?on, or nostalgia, photography should be free of background or foreground noise and cluBer.
More Is Too Much Be aware of all the essen?al components of an image before shoo?ng or using them in Massey communica?ons. Avoid using images that are busy, too complicated, out of focus, low resolu?on, or too darkly lit.
Photographic style specifics Overall personality Images should be compelling, engaging, inspiring and illustra?ve of the energy that drives the university and all of our ac?vi?es.
They should feel natural and not staged. When photographing people avoid straight to camera smiling shots. If more than one person there should be interac?on.
Our imagery should be reflec?ve of the diverse nature (ethnicity, age, gender) of our cohort and staff.
Where appropriate, with the people we are photographing we’d like a ‘brand’ look in their eyes, a look of wonder, expecta?on and looking forward to a bright future.
Photographic style specifics
Composi6on Avoid puOng the main person in the centre of the photo. Having the person/s to the right or leR hand side of the image creates a more dynamic layout and allows room for text to be placed over the image.
Try to take landscape images which will provide more op?ons for cropping.
Effects One way to achieve a strong look is to use single-‐focus composi?ons that hold the foreground or subject in sharp focus, while allowing the background to go soR or out of focus.
Cultural sensi?vity
Be considerate of other cultures. Some examples are below: -‐ Images of a person’s back to the camera can be seen as inappropriate (capturing at least part of the side of the face is preferred) -‐ keep images of faces intact – (the head is considered tapu (sacred) -‐ using images of Māori carvings, marae etc where we do not have permission from the owner of the work is problema?c. Contact the Office of the AVC Māori and Pasifika for advice when using Māori images. -‐ Modesty is valued by Pasifika. Avoid imagery of women especially in skimpy clothing If you would like further clarifica?on contact [email protected]
Photographic style specifics Social imagery High res, compelling shots of the campus taken at interes?ng or unusual angles or composi?ons for our Instagram page.
Image specs Images for print should be at least 300 dpi at full size. Images for electronic or digital should be 72 dpi at full size. Image size and width will vary based on image placement but generally is measured in pixels.
Our brand
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BrandEssence
Coreproposition
Substantiators
BrandPersonality
Whatitsaysaboutme
Howitmakesmefeel
TheBrandOnion:creatinganemotionalconnectionwithMasseyUniversity
Infinite possibilities
Te Kunenga kiPurehuroa
Your lifelong learning partner
Personalisedflexible learning
experience
Reputation for caring for our
people, nation and world
Role model of a Tiriti o Waitangi-led institution
World leading research that
benefits communities and industry
Creative
Curious Can-do
Caring
Courageous
Authentic I am a leader
Confident
World-ready
Competent
Of contemporary
AotearoaI am
entrepreneurial
I am committed to making a better world
Making a real difference
matters to me
Graduates who have made a
difference
Excellence in leadership, innovation,
research and learning
Collaborative