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Image style

Our image style consists of photography, illustrations and generative renderings that can be presented independently, or in combination, to create unique and dynamic visuals. The following principles will guide how we use and create imagery to support our communications.

Guiding principles

Avoid the generic

The work we do is unique and important. In order to express Waterloo's unconventional nature, imagery should avoid the generic or expected as much as possible.

If your image looks similar to something on the first few pages of a google image search, it isn't right for Waterloo.


Document the experience

Photography and videography are the most immediate tools for communicating what it's like to be part of Waterloo. We should aim to capture the experience authentically.

As much as possible, frame imagery in ways that ensure viewers feel part of the experience versus featuring extreme angles or staged poses.



Highlight impact

The work we do can have significant impact on people’s lives. We aim to communicate not only the research and results, but also why and how they matter.

Imagery should help to clearly illustrate how these stories are making an impact in the world.


Illustrate ideas

Because we push the boundaries of knowledge, including studying the largest and smallest aspects of our universe, photography and videography cannot always capture our work. In these cases, illustration can be an effective communication tool.

When using illustration, it's important to focus on communicating ideas rather than technical details in order to tell the story in a compelling way.


Embrace the experimental

Image-capture technology is constantly changing; there is value in embracing new and experimental techniques, such as 3D scanning, data interpretation, facial recognition and drone aerial photography.

Incorporating cutting-edge imagery techniques can sometimes communicate innovation as much as the story's content.