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 masseymarke?ng@massey.ac.nz
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
Page 3 of 12 Brand Essence
Core proposition
Substantiators
Brand Personality
What it says about me How it makes
me feel
The Brand Onion : creating an emotional connection with Massey University
Infinite possibilities Te Kunenga ki
Purehuroa Your lifelong learning
partner
Personalised flexible 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
Aotearoa I 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
