UVA Health


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Photography has the ability to add graphic distinction and build upon our brand position. Not only does it provide a point of focus, but it also conveys concepts, values and practices relevant to our employees, patients and the community we serve.

University of Virginia Health System Brand Standards

Images should be soft, bright and airy, engaging and energetic. Imagery that is in a dominant position, such as on a brochure or pocket folder cover, an ad or a tradeshow graphic is considered a primary image. Primary imagery should reinforce our positioning of "beyond measure" and support the message of the communications piece that it is applied to in order to help tell the story. Keep it simple — don't try to say too much. Primary imagery should focus on people when possible: UVA employees, patients and family, community, etc. Explore unique compositions, crops, camera angles, lighting, etc. Good judgment needs to be used when choosing the right image for the right piece.

The examples shown here are intended ONLY to depict the look and feel our photography should attempt to achieve.

UVA Imagery Attributes:

  • Professional
  • Clean and soft
  • Supportive of the brand primary colors
  • Friendly, healthy and lively
  • Diverse and multifaceted
  • Positive, bright and light-filled
  • Focused and simple
  • Void of distracting elements

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