This category is all about the people. Candid photos should capture RIT people in their natural element. These images should be in the moment, never posed, showcasing the amazing things our people are doing. This photographic style should capture moments of real emotion, spirit, and achievement. This can include smiles, laughter, and other positive expressions, as well as introspection and hopeful reﬂection.
To capture the uniqueness of the individuals at RIT, while also conveying the sense of movement in “On to Something,” we can use portraits that incorporate a blurred background. These photos use a shooting technique called motion blur that slows down the shutter speed. Not only do these portraits capture our people in the moment, they bring a lot of movement and personality to the brand.
To show the diversity of our people and our programs, use overhead perspectives to capture the real work environments of our students. When scouting for these photos, look for desktops, workspaces, common areas, gathering spaces, and other types of work stations to help convey the wide range of studies that the RIT community explores every day.
One way to invoke the feeling of “On to Something” is to use long exposure to capture multiple people working in a single shot. To help convey this sense of motion and momentum, focus on active shots of individuals or groups of people moving through work spaces, or groups of people working at adjacent work stations.
The use of portraiture puts a human face to our university. We want to show RIT students, faculty, and staff in the best light, which means capturing them with authenticity—no need for photo effects or heavy editing.
Our portraiture can range from lighthearted and warm to serious and resolute. When capturing portraits, the focus should be on the individual. Subjects should be looking at the camera, from within an environment, not a studio. Overly stylized photos don’t reﬂect the genuine nature of the RIT brand. Ensure that these shots always feel natural and not staged.
Inside and outside the classroom, we want to show individuals and groups pursuing their passion and doing what they love. Using dramatic angles and capturing subjects intensely focused on the task at hand or posing next to their work, these images express energy, emotion, and determination. When taking these photos, look for unique perspectives, close-ups, depth of ﬁeld, dramatic light, interesting environments, and action.
Detail photography is a great way to highlight RIT’s many unique aspects. We can highlight our processes, tools, equipment, and achievements. We can also use these shots to showcase the everyday beauty of our campus.
The goal here is to capture some of the small things that add up to a bigger picture. When photographing around campus, it’s always a good idea to zoom in on a wide shot and snag a few shots of what makes the composition unique. People can be present, but the focus should be less about the individual and more about what they’re doing or what they’re interacting with, at a much closer level.
These images serve as a window into our areas of study and the tools of our trades. Objects can offer interesting and unexpected ways to visually represent an idea.
This style is important to maintain consistency throughout the library. To get the best result, objects should be shot in a studio on a white background with good lighting. From there, a designer will need to cut out the object from the background. Be sure not to overuse this style; it’s more of an accent to our primary styles.