Branding Standards Guide

Print Media Guidelines

Photographs used in CSU communications, print and electronic media need to communicate a message or illustrate an idea. Here are some guidelines for the use of photography in CSU print or electronic publications:

Male Photo
Using Braille Photo
Student and Campus Photo
Student walking Photo
  • A good photograph expresses a concept,
    an event, sense of place, or a feeling.
    When choosing a good photograph, look
    for the following:
    - Meaningful content
    - Well composed
    - Good contrast
    - Well-lit
    - Interesting angle
    - Captured moment

  • Images are powerful storytellers and
    can add or advance the story in
    communication materials, such as
    annual reports, brochures or in
    advertising. Use these powerful
    photographs large in combination with
    some smaller photographs.

  • Use real photos such as actual images
    of CSU campuses and people rather
    than stock photography.

  • Know your audience. Choose images
    that relate to the intended message.

  • A series of photographs can be an
    effective way of reinforcing a message or
    telling a story.

  • Cropping can create emphasis of a
    subject or concept. When cropping, try
    not to crop at the end of a limb or head.
    For example, when cropping a portrait
    always show some neck and shoulders
    not just the head. Be wary of cropping
    outside of standard shapes such as
    squares and rectangles.

  • When two-color printed materials are
    produced, it is recommended that the
    featured images be presented as
    duotones and the secondary images be
    presented as halftones.

  • Always obtain a visual image release
    form when conducting a photography
    shoot. These forms are available in the
    resources area.

  • Use of photography is highly recommended in all communication materials directed to internal and external audiences. Photography should be selected in consultation with the Chancellor's Office Communications Department.