Photo & Video Guidelines

Photography and video capture the living spirit of William & Mary — our people, our place and our pursuit of excellence. Compelling visuals help audiences see and feel the values that define us: curiosity, connection, and community. These guidelines outline the tone, style and composition that best represent the university across all storytelling formats, ensuring a consistent and authentic portrayal of life at William & Mary.

To ensure consistency and alignment with the Sage brand persona, all photography used in William & Mary’s marketing should embody the following principles:

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Natural moments: Capture real, unscripted moments that feel genuine and engaging. The goal is to convey authenticity, showcasing the real experiences of students and faculty.

No staged poses: Opt for natural poses and interactions. Avoid overly posed or rehearsed expressions that appear forced.

Emotion-driven storytelling: Photos should evoke emotion, whether it’s joy, concentration, or collaboration. The connection between subjects should feel sincere.

Lighting: All images should be professionally lit. Natural light is preferred whenever possible, but controlled lighting may be used to ensure clarity, warmth, and a polished look.

Composition: Maintain clean, well-balanced compositions. The rule of thirds should guide framing, and the focus should always remain on the subject, whether it’s a person, place, or action.

Consistency in quality: High-resolution images are essential for digital and print purposes. Ensure sharpness, clarity, and proper exposure in every shot.

Representation of the community: When possible, always prioritize real William & Mary students, faculty, and staff in the images. Stock photography should only be used as a last resort.

Recognizable campus settings: Capture iconic locations on campus to anchor the photos in the university’s identity. Familiar landmarks or areas that are easily recognizable to students and alumni should be used as backdrops.

Diversity and inclusivity: Reflect the diversity of the student body and faculty in all photography, including race, gender, age, and interests. The images should make everyone feel included and represented.

Sage persona elements: Photos should align with the brand’s core identity of wisdom, curiosity, and warmth. Highlight thoughtful moments of learning, exploration, and community building.

Candid moments of learning: Capture students in action during studies, research, or engaging with faculty in a collaborative environment.

Warmth and approachability: Ensure that the overall tone of the imagery is welcoming, approachable, and reflects the university’s supportive environment.

Unified style: Photography across all platforms—website, social media, print, and promotional materials—should have a consistent tone and aesthetic. Whether for formal presentations or social media, the same guidelines should be applied.

Avoid over-filtering: Ensure that photos maintain a clean, minimal editing style. Avoid heavy filters that detract from authenticity or give an artificial feel.

Consent: Always obtain written consent from any students, faculty, or staff who appear in the photos. Ensure that all legal requirements are met regarding the usage of images for marketing purposes.

Copyright and ownership: Ensure the university retains the rights to use all photos indefinitely across marketing materials.

Have Questions About Applying the Brand?

The offices of University Marketing and University Communications maintain William & Mary’s visual identity and brand guidelines. Their staff of marketing and communications professionals are available to respond to questions and assist with requests.

Photo & Video Guidelines

Topics

Authenticity and Candidness

Professional Quality

Use of Real Students, Faculty, & Campus

Brand Alignment with Sage

Consistency Across Platforms

Rights and Permissions

Have Questions About Applying the Brand?