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Indiana University
IU Brand
Visual Language

Photography and videography

Whether we’re telling stories about students, faculty, alumni, or institutional partners, our visuals should feel grounded, human, and emotionally resonant. Our approach is rooted in authenticity and empathy with a deep sense of place. These principles guide how we frame, light, and compose our shots—ensuring that what we capture is both beautiful and meaningful.

Techniques for authentic visual storytelling
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Life through the IU lens

Photography is one of our most powerful storytelling tools. The imagery we use inspires and informs our audiences on both topical events and the evergreen IU brand. That's why it’s important for our photography to be true to IU—relevant, authentic and uniquely representative of the university. 

Two female students laugh while seated on a bench near a brick retaining wall.

Lead with people

People are the heart of IU's story. Prioritize human connection, emotion, and lived experience over abstract concepts or institutional imagery.
Male and female business students stand having a conversation in downtown Indianapolis.

Show context

Ground your subjects' stories in place. Use environmental cues—campus landmarks, industry staples, or community settings—to contextualize and give deeper meaning.
A male graduate smiles and leans back, holding up his diploma in one hand and flashing the hang loose hand gesture with the other.

Capture emotion

Seek authenticity and connection. Look for moments of trust, curiosity, collaboration, and pride. These small, genuine interactions build connection with the subject and speak to the viewer.
A female nurse with a stethoscope around her neck delicately handles a newborn baby for an examination.

Reflect purpose

Highlight IU's contributions. Showcase the impact of the university's work in any subject or setting—whether it's research, mentorship, innovation, or service.

Frame the moment, not the pose

We use light, composition, and perspective to create immersive, story-driven visuals. Our style should feel natural and unforced—images that invite the viewer in. We aim for a documentary feel with editorial polish, using thoughtful composition and authentic moments to bring IU’s stories to life. 

Lighting

Avoid harsh artificial lighting or overly stylized effects.

Angles and framing

Shoot from waist level or lower to create intimacy and immediacy. Include foreground elements to add depth and context.

Perspective

Incorporate unique points of view (POV), overhead or underfoot, and “selfie-style” framing to create a sense of presence and scale. 

Composition

Use depth of field to isolate moments while retaining environmental cues. Let the setting support the story.

Authenticity over perfection

Interactions can be lightly staged, but should appear natural. Avoid stiff posing, direct-to-camera shots, or anything that feels manufactured or generic. 

Web-ready images start here

Learn how to size, name, and optimize your images for fast loading, visual consistency, and accessibility in IU’s web environment.

Follow IU image best practices

Looking for IU photography?

Find the perfect image for any project, from scenic campus buildings to engaging classrooms.