Visual Identity Guidelines
View these guidelines with more examples in our pdf document here.
The ideal TRU photo reflects authentic TRU experiences, tells
a story, and inspires viewers. It is honest, bold, eye-catching
and candid. Our photos fall into three broad categories:
people, places, and details.
Photos of our students, faculty and staff tell
the story of TRU’s diversity, opportunities, and
Take photos with subjects engaged
in conversation, engaged in learning
activities, or moving through the campus
environment—e.g. a student presenting in
the classroom, working in the lab, studying
on campus, talking with classmates,
interacting with an instructor, or walking
through campus spaces.
When possible, set subjects in a location
that gives a sense of place—e.g., in a room
with artwork or an outdoor space with
distinctive architecture or landscape.
Whenever possible, capture subjects in
activities that could represent career
outcomes in their field of study. Show
activity as it would happen in real life. (e.g.,
subjects wearing appropriate safety gear
and following procedures that they would in
the real world).
Quiet, contemplative moments are also
important. Subjects do not always need to
be smiling, laughing or talking.
Images of distinctive campus spaces tell the story
of TRU’s unique location, beautiful campuses, and
impressive learning spaces.
Try to include people in the photo, even if they are in
the distance or are not looking at the camera.
When possible, include natural landscape features
of campus or Kamloops’ rolling hills, sage and grass.
Small things can tell big stories. Take close-ups of hands,
landscape, architectural details, equipment used in the lab
or in the field, or any other part of campus life.
When possible, aim for variety—e.g., a close, medium and
long crop, vertical and horizontal. This will allow more
flexibility for later use.
- Shoot both vertically and horizontally so that photos
can be used across a range of media.
- Shoot with a variety of depth of field.
- Framing the subject with other elements (e.g.,
people, plants, or objects) can help add dimension
to spaces that seem empty or flat.
- Include “copy space” in some of your photos—a
quiet background such as sky or soft-focus
landscape that can accommodate copy.
- Include interesting (but uncluttered) backgrounds
where possible. Be aware of unnecessary or
distracting elements in the background: stacked
books, garbage bins, or general clutter. Try and
remove those items before the shoot, or shoot
around the items so they do not ruin the image.
- Do not use effects like vignetting.
- Keep the white balance as true to daylight/natural
light as possible. Do not add any colour casts or
make images warmer or cooler than they would look
naturally. Take care to adjust images taken under
- Do not edit to black and white.