Brand Guidelines

Brand Guidelines

Brand Photography

Photographic Overview

Photography is one of the most powerful tools  for connecting with our audiences on a deeper level. The imagery we use brings our brand mantra, Beyond, to life in ways that words cannot. Our photographic strategy is guided by our three marketing themes:

  • Active Innovation
  • Global as a Mindset
  • People-Powered

As the drivers of our marketing, these themes (which you can read more about in our Brand Narrative section), also guide how we use photography.
The following pages provide detail on how we capture the essence of each marketing theme through photography, with additional guidance to ensure our photography choices remain on-brand.

Photographic Thinking

Our photography should reflect our unconventional spirit. Creative techniques such as lighting and angles can turn an ordinary scene into something extraordinary and give our imagery a distinctly ‘Warwick’ edge.

Across our three marketing themes, we have devised two tiers. The ‘hero’ tier for each marketing theme should be reserved for larger campaign activity: high quality photography that is conceptual, abstract or has been shot in a space/location that is not easily accessed. The ‘everyday’ tier is how we capture our campus environments and the people who make up our community. These photographs always align to our theme of unconventionalism, whilst showcasing the spectrum of spaces across the institution, and the people who create and shape our culture of curiosity.

Our image strategy also allows for commissioning third party photographers, artists and illustrators to work on bespoke imagery for specific marketing objectives.

There will be occasions where commissioning photography is not possible. In these instances, use the marketing themes to guide stock photography selections.
A woman in a beige shirt and coral trousers is sitting in her office, the shelves are lined with bookcases, she is staring into the distance as if deep in thought

Active Innovation - Hero Tier Examples

At the University of Warwick, Active Innovation is a key part of our unique institutional mindset. It’s about bold exploration; transcending borders and hierarchies to find the answers to the big questions of our future.

Our photography should reflect the concept of ‘bold exploration’ – showcasing our people from across our institution who are actively working in this way in our lecture halls, our labs, our libraries and out in the field.

Thoughtful use of angles, lighting and composition should be considered to emphasise ‘innovation’.

A composite image demonstrating unconventional use of photography within the active innovation hero tier

Image Comparison

These images taken from our Active Innovation Hero Tier show how unconventionalism can be applied to our photography choices, whether taken from a stock library or from a commissioned photoshoot.

Here, each unconventional image has a direct conventional comparison, but in each case, a totally different feeling is captured.

Unconventional imagery conveys University of Warwick through creative uses of:

  • Perspective
  • Angle
  • Pose
  • Lighting
  • Focus
  • Scale
  • Zoom
  • Shape

In comparison, the conventional imagery looks straight at the subject and captures it in the most rudimentary style, lacking the uniqueness of the unconventional image style. 

Unconventional Imagery

A machine is photographed using unconventional angle, perspective, zoom and crop

Angle, Perspective, Zoom, Crop

The faculty of arts building viewed with unconventional angle, perspective, scale and shape

Angle, Perspective, Scale, Shape

A figure stands in a loading door, we are watching them from the other side of the room past some other equipment

Perspective, Scale, Light

  Conventional Imagery  

a white machine is cantered in shot in a white room

No exploration of pose, angle or perspective

A white building building photographed straight on against a blue sky, the windows reflect the sky giving a very flat colour palette

No exploration of pose, angle or perspective

A large white room filled with blue and yellow machinery

No exploration of pose, angle or perspective

Active Innovation - Everyday Tier Examples

It is also possible to communicate everyday scenarios within the theme of Active Innovation.

These everyday photographs serve a practical purpose of supporting our communications, while at the same time having a level of style and quality that links to the overall photographic strategy.

Image Comparison

The thought and consideration that we apply to our hero imagery can also be applied to our everyday imagery. Although these images serve a different purpose of depicting day-to-day life at University of Warwick, they should still reflect an unconventional mindset.

The unconventional everyday imagery uses techniques like:

  • Framing
  • Angle
  • Movement
  • Shoot Throughs
  • Depth of Field

By comparison, the conventional imagery does not explore any of these techniques, and a totally different tone is captured as a result.

Unconventional Imagery

A person is reading a book while sat against a shelf viewed as if sitting next to them

Framing / Natural Light / Angle

Looking up from beneath a petri dish as a student performs analysis on the sample

Framing / Natural Light / Angle

A person stands over some objects, they are shot from an unusual angle and their face is only partially in frame

Framing / Natural Light / Angle

  Conventional Imagery  

A person reads a book in between the shelves at a library, they are smiling

No exploration of framing, natural light or angle

A scientist wearing goggles and a mask is looking at the contents of a petri dish

No exploration of framing, natural light or angle

A man stands smiling at the camera with his arms folded

No exploration of framing, natural light or angle

Global as a Mindset - Hero Tier Examples

We are citizens of the world with open minds, putting inclusivity and partnership at the heart of everything we do. We’re tackling challenges with openness and curiosity, and we believe that the most effective solutions come from bringing diverse perspectives together.

This key characteristic of our institution informs imagery that tells powerful stories. Themes of collaboration, inclusivity and diversity should come through in our photography. Capturing our influence and impact at both regional and international levels is vitally important.

Think about how the concept of ‘diverse perspectives’ might inform camera angles to achieve a uniquely ‘Warwick’ take on a photographic opportunity or stock photography search.

A composite image demonstrating unconventional use of photography within the global as a mindset hero tier

Image Comparison

Unconventional photography aligns with our Global Mindset theme through its bold creativity and boundary-pushing perspective. It challenges norms, encourages deep reflection, and sparks impactful conversations across cultures. By reimagining the familiar, it cultivates innovation and empathy—key traits of a globally minded thinker in an interconnected, ever-evolving world.



By keeping this thinking at the forefront of your decision-making, you’ll be better equipped to make thoughtful, intentional image selections. This approach will help you identify photographs that are more impactful and conceptually strong, especially when comparing them to less carefully curated or visually compelling alternatives.

Unconventional Imagery

Figures and furniture silhouetted against a large window with trees outside

Light, Scale, Tone

The front of a gondola is seen through a gap between buildings in Venice

Tone, Creative, Light

Tone, Creative, Light

  Conventional Imagery  

Multiple floors of a white clad building overlooking a central lobby

No exploration of lighting or tone.

two gondolas moored on the canal in Venice with a view of the buildings behind

No exploration of lighting or tone.

A smiling man stands in a lab wearing a pale shirt

No exploration of lighting or tone.

Global as a Mindset - Everyday Tier Examples

It is also possible to communicate everyday scenarios within the theme of Global as a Mindset.

These everyday photographs serve a practical purpose of supporting our communications, while at the same time having a level of style and quality that links it to the overall photographic strategy.

A composite image demonstrating unconventional use of photography within the global as a mindset everyday tier

Image Comparison

Unconventional photography plays a vital role in supporting and elevating everyday photography within our Global Mindset theme. It encourages us to move beyond the ordinary, embracing creativity, diverse perspectives, and deeper storytelling. While standard photography may capture moments, unconventional imagery invites interpretation, emotion, and critical thought—key elements of a globally aware outlook. 



By incorporating unexpected angles, abstract elements, or unique compositions, we challenge viewers to see beyond the surface. This thoughtful approach transforms photography from mere documentation into meaningful communication, helping us connect across cultures and ideas. Ultimately, it sets a higher standard for visual storytelling in a global context.

Unconventional Imagery

two students sit face to face in conversation on some steps in a social space

Scale, Perspective, Positioning

A student is working on a laptop with their back to us, they are silhouetted against a large window and the colours of the outside space take prominence

Tone, Light, Contrast

A close up image of part of someone's face peeking out from behind a blue book

Crop, Zoom, Tone

  Conventional Imagery  

Two people sitting on stairs smiling at the camera

No exploration of scale, perspective and positioning.

A student sits at a desk looking thoughtful and holding a pencil, they have a laptop and a reusable coffee cup in front of them

No exploration of scale, perspective and positioning.

A man in a grey t-shirt sits outside reading a book

No exploration of scale, perspective and positioning.

People-Powered - Hero Tier Examples

Our successes come from our people – they are the energy driving us forward. It is our students, our staff and our alumni who have created this culture of curiosity we are all part of; a culture of spirited thinkers who go ten layers deep in search of better. This defiantly optimistic, spirited personality must shine through in how we photograph our people. Whether it’s a studio-lit portrait or an unfiltered candid moment, our people photography must reflect the momentum of our people.

A composite image demonstrating unconventional use of photography within the people powered hero tier

Image Comparison

Our hero tier of people-powered themed photography captures the authentic, unscripted moments that truly reflect human connection, individuality, and purpose. It breaks away from polished, overly staged visuals, allowing real stories and diverse perspectives to shine through. This raw, creative approach adds depth and relatability to our brand, aligning with our values of inclusivity, innovation, and global thinking. 



By using unexpected angles, bold compositions, and thoughtful narratives, unconventional photography elevates our visual identity—making it more memorable, emotionally engaging, and reflective of the people who drive our mission forward. It brings our brand to life with authenticity and impact.

Unconventional Imagery

A person's face viewed though, and distorted by, some blurry objects

Angle, Crop, Zoom, Tone, Props

A woman looking left with her eyes closed, the room is dark but a strip of light illuminates her face

Light, Creative, Pose, Tone

A person leans on a concrete wall with concrete shapes and interesting shadows in the background

Perspective, Angle, Shape

  Conventional Imagery  

A person wearing blue glasses and facing left

No exploration of angle, props or zoom.

Portrait of a woman wearing a suit and facing the camera directly

No exploration of angle, props or zoom.

A man in a white shirt and grey tie stands in front of a pale grey landscape

No exploration of angle, props or zoom.

People-Powered - Everyday Tier Examples

It is also possible to communicate everyday scenarios within the theme of People-Powered.
 These everyday photographs serve a practical purpose of supporting our communications, while at the same time having a level of style and quality that links it to the overall photographic strategy.

 

A composite image demonstrating unconventional use of photography within the people-powered everyday tier

Image Comparison

This tier of photography stands apart through its intentionality, authenticity, and attention to detail. Imagery is thoughtfully composed to reflect real people, genuine moments, and meaningful interactions. Unlike generic photography that lacks depth or context, our approach captures the essence of human experience with clarity and purpose.

It’s not just about documenting—it’s about storytelling. By focusing on natural lighting, honest expressions, and contextual relevance, we create visuals that are relatable and emotionally resonant. This thoughtful execution ensures our imagery supports our brand values, making a stronger connection with our audience and delivering far greater impact than less considered alternatives.

Unconventional Imagery

A student seated in the social space at faculty of arts building who is looking down at the camera

Angle, Perspective, Tone, Pose

A portrait of a person facing left which has been cropped in closer

Zoom, Crop, Lighting, Tone

portrait of a student facing the camera while leaning on an angled wall

Positioning, Pose, Shape

  Conventional Imagery  

A student in a yellow jumper sits on some steps with a yellow notebook and a laptop

No exploration of angle, perspective, tone or pose

A student with a denim shirt and backpack looks over his shoulder and smiles at the camera

No exploration of angle, perspective, tone or pose

a person dressed casually and carrying a laptop

No exploration of angle, perspective, tone or pose