UVA Health System: Photographic Style

Portraits

Portraits of staff, faculty, students and other individuals should be strong, bold and genuine, and carry a quiet sense of confidence, intent and purpose. Subjects should be captured in natural lighting whenever possible.

Engagement with the camera should range from straight ahead, confident, camera-aware shots to more candid shots.

Photos should be captured in the subject’s natural environment, but a shallow depth of field should be used to keep the focus on the subject rather than the background, which should be authentic but not overly cluttered or busy.

Staff-member RN/MD tags need to be worn, visible and legible in all imagery.

Poses should be natural and comfortable for the subject. Subjects should be wearing their everyday uniforms.
Extraneous props — such as clipboards and other items that the subject may pose with — should be avoided.

Profile shots, as well as additional shots showing the subject at work, are useful for the double-exposure technique used within the brand.

Coloration of photography should be kept natural and balanced, free from heavy processing.

Diversity Standards

The breadth of photography featured in our materials should reflect the diversity and reality of the communities we serve. Be mindful of the balance of race, gender, age, socioeconomic status and professional role that we convey through photography.

image showing examples of uva health system photographic style with diversity

Team Portraits

Team portraits should follow the same guidelines as individual portraits. Keep subjects in a relaxed, natural pose to avoid rigid posture. When possible, try to create visual interest by staggering subjects, whether it be through combinations of standing and sitting subjects, or variations in distance from the camera lens.

image showing examples of uva health system photographic style for team portraits

Candid/In-situation

Candid photos should feel active, cinematic, purposeful and authentic — like an observational snapshot in the midst of action. They should be as unstaged as possible, and captured in natural lighting whenever possible. When shooting in a clinical environment, team members should be depicted practicing all appropriate safety precautions.

Photos should be captured in the subject’s natural environment, but depth of field should be used to keep the focus on the subject rather than the background, which should be authentic but not overly cluttered or busy.

Ensure all photographs that feature equipment or technology do not have vendor names or logos.

Photographs featuring patients or treatment areas should be devoid of any identifiable patient data.

image showing examples of uva health system photographic style for candid in-situation photographs

Incorrect Usage

Good photography can help create a clear, consistent, and genuine view of life at UVA. To maximize the impact and authenticity of this perspective, it is important to avoid ambiguity in photographs and to use photography in ways that are consistent with the brand of UVA Health System.

Avoid photography that portrays artificial settings or interactions, such as stock photography (figure a.).
Do not use photos in unapproved graphic containers (figure b.).

Black-and-white photography should be avoided when color photography is available, or when the opportunity to use a one-color screen is available.

image showing examples of incorrect photographic style that is not in accordance with uva health system brand standards

 

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