Image Style Guide
The visual identity of ETH Zurich relies on authentic, natural images. The image style guide provides guidance on everything from planning a photoshoot to selecting suitable stock or AI images.
Image content and staging
- The camera accompanies and observes the action.
- The characters appear natural. ??
- The situation is understandable and logical.
- The ETH connection is noticeable.?
Colours
- The colours are natural.
- The colour temperature corresponds to the shooting situation.
- The subjective colour mood is rather warm.
- Colour dynamics and contrasts are slightly increased.
- If possible, achieve reduced colourfulness by creating a calm environment with subtle backgrounds.
Light?
The light is natural.
It tends to be soft.
Avoid backlighting or harsh lighting for styling purposes.
Room sections and shooting perspectives
- Choose natural perspectives and avoid creating drama through extreme angles.
- Use wide-angle or close-up shots to reinforce the intended message of the image.
- If possible, take photos from different distances.
Basic requirements for ETH Zurich images
- Our images are authentic, comprehensible and logical.
- The focus is on people and their activities at ETH Zurich.
- We portray people respectfully and pay attention to diversity.
- The image statement is at the centre of the image, and the image composition is generous. (Image cropping, typography placement, etc.)
- Although the focus is on landscape format, portrait format is also required for various channels.
General tips for photo shoots and image selection
- Always take a variety of photos, such as close-ups, shots with or without people, technical details, interactions and variations with different focus and blur settings.
- Make sure that locations are tidy and that the correct props are used for occupational safety purposes.
- Ensure that clothing is neat and appropriate for the situation (professionalism/occupational safety). Optionally, take photos with and without protective clothing.
- If possible, provide the university communications with a selection of images for university-wide use via E-Pics.
Kontakt
Imagery Team