Photography brings our story to life helping to convey the University of Oregon brand. It captures the energy of a community that’s always moving forward, steeped in curiosity, and not afraid to do things differently. Rooted in authenticity and a strong sense of place, we don't just tell our story, we show how our vibrant spirit takes shape—exploring, creating, and showing up for one another.
Photography Styles
We capture Oregon through three lenses: Speed, Focus, and Scale. Each reveals something different—momentum, detail, and perspective—showing a community that’s always in motion, always exploring, and always connected to something bigger.
Photography Guiding Principles
- Authenticity—Images representing the university should reflect real people, real environments, and real experiences. Our photography builds trust by documenting—not fabricating—the Oregon experience.
- Transparency—When AI tools or significant digital alterations are used, their role in the creation process should be appropriate, responsible, and aligned with institutional standards.
- Integrity—Images must not mislead audiences about university programs, facilities, events, outcomes, or people.
- Respect—Editing practices should preserve the dignity of individuals and avoid altering physical characteristics, identities, or contexts in ways that misrepresent reality.
Photo Editing Guidelines
Photography is central to expressing the University of Oregon brand—capturing real people, real moments, and the authentic energy of our community.
As editing tools and generative AI evolve, these guidelines provide a framework to be applied with care and discretion when editing, altering, or creating images.
Acceptable Photo Editing
Standard post-production editing is encouraged to ensure quality and brand consistency. This includes:
- Color correction and exposure adjustments
- Cropping and straightening
- Minor retouching (e.g., dust removal, temporary blemishes)
- Light cleanup of distractions that do not alter the meaning of the image
- Adjustments for accessibility and reproduction quality
These edits should enhance clarity and visual impact without changing the truth of the moment captured.
Unacceptable Manipulation
The following practices are not permitted for official university communications:
- Adding, removing, or swapping people in a way that alters the factual context
- Changing signage, uniforms, logos, or environmental elements to misrepresent reality
- Digitally altering facilities, crowd sizes, or event participation
- Manipulating physical attributes (body shape, skin tone, age, etc.) beyond minor retouching
- Combining images to fabricate events or interactions that did not occur
If an edit changes the factual meaning of an image, it should not be used.
Stock Photography
Whenever possible, use original photography that captures real UO people and places. Authentic images are always the strongest expression of our brand.
When stock is necessary, choose images that support our story without feeling generic or staged. If the image could represent any university, it likely doesn't represent the UO.
What to Look For
- Authenticity—Natural expressions and real emotion; moments that feel lived-in, not posed
- Believable settings—Environments that realistically reflect UO
- Inclusive representation—Diversity that feels genuine and representative of the UO community
- Natural light and tone—Avoid heavy filters, artificial colors, or overly polished aesthetics
- Strong composition—Images that allow room for headlines and design elements
What to Avoid
- Cliché higher ed imagery
- Overly corporate or “obvious stock” photos
- Scenes that misrepresent the student experience
- AI-generated imagery presented as real photography
Stock Photo Resources
- Adobe Stock is available to all UO faculty and staff
- Additional resources exist online for purchase or licensing such as: Pexels and Shutterstock
