Visual identity
Capturing wonder, brilliance, connection, and humanistic experiences across our organization.
Photography plays a vital role in telling the University’s story. Use imagery that feels wondrous, bright, connective, and human to reflect how the University of Rochester inspires bold questions, creative problem-solving, and meaningful impact.
Rigorous Wonder
This style celebrates the spark of curiosity and the creative energy that drives discovery at the University of Rochester. Photos are people-centered and editorial in feel, often using upward angles and warm natural light to convey wonder and forward motion. Together, these qualities express our shared drive to explore, learn, and make the world ever better.
Grounded Brilliance
This style highlights architectural details, rich textures, and unexpected campus perspectives. Warm tones and natural light create a sense of place that feels both inspiring and grounded, illuminating paths to possibility across the University of Rochester.
Dynamic Connections
This style focuses on the details of programs and projects, highlighting hands-on moments that bring passions and pursuits to life. Featuring action-driven moments and a sense of warmth, these images capture human interaction and the energy of discovery, illustrating how the University of Rochester connects people to their passions, pursuits, and each other.
Human-centered Innovation
This style showcases purposeful innovations and breakthrough ideas designed to better lives. With natural warmth and clean, uncluttered compositions, these images reflect the University of Rochester’s commitment to advancing human progress with lasting impact.
Visit the University Marketing and Communications Videography and Photography page for guidelines to ensure your imagery is compliant and follows best practices.
For access to additional assets and guidelines, please reach out to the University Marketing & Communications Brand Marketing team.
