Photography

The following guidance explains how to achieve that, and bring our brand idea, our brand narrative and themes to life. It covers:

• Creating images
• Selecting images
• Treating images
• Tips and tricks

Creating images 

Any photography representing UCL should focus on the creative dynamism of our community, the energy of our spaces, and the vibrancy of London.

Our community 

We want to capture the ambition and achievements of our community, so aim to show people in motion, indoors and outdoors, at work and at play. 

Style and composition

Use these approaches to create diverse, dynamic shots:

1. Not everyone looking at the camera
2. Dynamic angles for a sense of movement
3. Natural expressions, not posed
4. Where possible, simple backgrounds or extra sky for logo placement

Colour

Use high contrast, vibrant, rich, and natural colours.

Inclusive

Make sure photography represents everyone, including students and staff with visible or invisible disabilities.

Our spaces 

We want our spaces to feel alive, showing our buildings and environments being used by people. Photos should be full of energy and movement.

Style and composition

We aim to bring a sense of motion and dynamism to our images. Approaches include:

1. Long exposures and motion blur to suggest movement
2. Dynamic angles for a fresh perspective
3. Striking arrangements to create visual interest
4. Graphic perspectives

Colour

Use high-contrast, vibrant, rich, and natural colours to make our spaces feel alive and engaging.

Inclusive spaces

Make sure photography includes accessible features — such as ramps, tactile paving, and braille signage — to reflect how inclusive our spaces are.

Life in London

London is full of quirks and contrasts – that’s what makes it so alive. So capture the city’s unexpected moments: the rhythm of commuters, quiet corners in parks, late-night food stalls, independent cafés, street art, and markets bursting with colour. 

Style and composition 

We want to show how our students and staff live and move through the city – not the postcard version, but the real, everyday London that surprises you. Try the following approaches:

1. Capturing candid, authentic moments
2. Film cameras or high flash can help images feel less corporate.
3. Point of view and fly-on-the-wall perspectives. Avoid anything that looks staged.

Colour 

Use high-contrast, vibrant, rich, and natural colours to make our spaces feel alive and engaging.

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Selecting images 

We offer a vast range of subjects to study, so rather than a strict set of rules, we’ve outlined principles to help you select the most authentic, engaging, and relevant imagery.

Focus on the object

When photographing objects like historical artifacts, use a black or white background to make them stand out. Shoot straight-on or side-on for a clean, graphic look that’s easy to incorporate into your designs.

Use symbolism

Take an editorial approach with strong, relevant symbolism. Use images that are instantly recognisable and clearly convey the core themes of the course. 

Avoid over-used, cliched stock imagery

For subjects that are hard to visualise, like AI, avoid overused stock imagery that can appear cliche.

Instead, choose engaging and visually interesting images. Remember, our imagery is usually paired with text that helps explain the subject.

Not everything needs an image

Consider whether tools from our graphic toolkit communicate your message more effectively, while still staying on brand.

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Treating images 

Sometimes we need to treat images to make them feel more on-brand or to work better within our designs. The following are examples of how we can achieve this.

Change the hue

Where appropriate, shift the hues in an image to bring it more in line with our brand. Ensure to take care, as this may not work when colour is important for accurately interpreting the image.

Extend skies

When appropriate, extend backgrounds such as the sky to increase white space. This creates more room for design elements, like our logo, to fit seamlessly within the composition.

Isolate and change a colour

Isolate and adjust the colours of items, such as jumpers, umbrellas or hats, to make them feel more on brand.

Bring static studio imagery to life

Use a subtle motion blur effect in Photoshop to add a sense of movement to otherwise static studio photography. Use it sparingly though, as our brand photography already incorporates intentional hints of motion.

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Tips and tricks

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