Photography is a key tool for showing our diverse and dynamic community. Our photography captures Berkeley and connects with people in ways that words can’t. What we say describes what we’re doing to challenge convention and shape the future. Our photography shows it.
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. Our photography can be broken down into three subject categories: topical, cultural and historical.
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. 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.