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University of California

Brand Guidelines


Photographic style

Photography provides not just a quick representation of life at the university, but serves as a powerful catalyst for a richer emotional attachment to the institution.

UC's photography shows the breadth of life in and around the university and its medical centers and labs. With a controlled color palette focusing on blue and yellow coupled with an emphasis on “lightness,” UC's photography reinforces the idea of “let there be light” with a modern edge. UC photography should seek the unexpected, and reveal the excitement and energy of discovery and transformation.

soccer guys

lab guy in chair

birds in santa barbara

Guidelines for use

To view approved photography available for use, please visit the systemwide digital asset management system. All photos on this site are free to use for university publications, websites and other outreach.

To obtain higher resolution files of any of these images, contact

Using existing photography:

  1. Images may be cropped.
  2. Do not reduce image size
    to such an extent as to minimize impact.
  3. Allow plenty of white space around
    the images.
  4. Do not color-correct the images.
  5. Please adhere to the university's
    terms of use.

dancing boy


Generating new photography

Photography, while expensive, can dramatically alter the effectiveness of your communication vehicles. It also is a key component of UC's memorability and recognizability.

  1. Hire the best photographer
    you can afford.
  2. Follow the look and feel of UC's
    existing photography.
  3. Seek active and unexpected shots.
  4. Control the photographic color palette to achieve a bright, airy and modern feel, with emphasis on blue and gold.