Photography is a key tool for showing our diverse
and dynamic community. Our photography captures
Berkeley and connects with people in ways that words alone can’t.
Our photography style is light, airy and natural. We use natural light whenever possible. Light is also used as an active element in our photography, sometimes to the point of slight overexposure.
To avoid unnatural angles, never rotate the camera to an angle other than 90 degrees. Our photography can be broken down into three subject categories.
Topical photography is the best way to capture the impact and passion unique to Berkeley. These photos are specific—relating directly to the content of what is being communicated.
Cultural photography captures our “Berkeleyness.” Whether the subject is architectural, such as the Campanile, or more human, like the Big Game Rally, these photos show the people and places that make Berkeley the place that it is.
Historical photography is used to show our legacy. These images should be used in a supporting role and rarely as primary photography.
People play a key role in defining the subject matter of our topical
photography. Finding the humanity in our stories helps us connect to our audience in a powerful way. Object shots or shots of projects and innovations can and should be used in a supporting role. People also play a key role in our cultural
photography. This is how we show our energy, diversity and spirit. We can also use beautiful shots of our environment to capture the feeling of the Berkeley campus. Use architecture photography sparingly. Not only is it hard to communicate the energy and dynamic community of Berkeley through architecture, but our publications also begin to look the same when using similar photos of our tower or gate. Use historical
photography to put the present in the context of the past. Historical photography works best when it subtly complements topical and cultural photography.
Light leaks are created when light seeps in through the cracks in a camera body or lens. Use this technique to refresh existing photographs (top right) and give them a bright, warm feeling. Directions for use in Photoshop are in a text file included in the download. Download the light leaks library.
Applying a uniform tone to photography through color correction can help unify our photo library. Always err on the side of cooler tones rather than warmer ones. Download the color correction library.