Photography
Photography is an important aspect of the Clark visual brand and plays a significant role in how we approach storytelling and communicate with our audiences. Our images should capture the essence of our institution and the people who make us who we are.
Our People
When using photos of our people, choose photos that capture natural movement, interactions, and candid moments. Try to keep photography light and airy, and focused on the subjects in frame.
Avoid shots of students, events, campus culture, and interaction that look posed, inauthentic, or cliché.
Avoid static shots of lectures. Avoid classroom images that lack dynamism, professor-to-student engagement, or interaction.
Our Campus
From our tree-lined sidewalks to the Jonas Clark building, showcasing our campus in photography helps establish a sense of place in our pieces that allows our audiences to anchor themselves in the place we call home.
Offer views of unique, significant campus locations, and give preference to photos that include people interacting with their environment.
Duotone Treatment
Duotones are a dynamic, stylized alternative photo treatment of our brand. They are ideal for combining with typography to create layered graphics. This technique has a higher impact when it’s used in limited quantities.
- Open the image in Adobe Photoshop.
- In the menu bar, go to Image > Mode > Grayscale.
- In the menu bar, go to Image > Mode > Duotone.
- In the pop-up menu, set the Type to Duotone.
- Change the dark tone to the Clark Purple Red.
- Adjust the level of brightness of the red as needed.
- Light colors do not give the best results, as the tonal range from light to dark is limited.
- Change the light tone to Clark Bright Red.
- When satisfied, click OK.
- Go to Image > Mode > RGB for digital applications, or > CMYK for print.
- Export or Save As the image in the appropriate file format.
