Brand guidelines for a new kind of university


We have a confident, striking, intruiging and imaginative image style. Our photography assets say a lot about our personality and what we are trying to communicate.

Image style

Our image style is real, natural, human, empowering and aspirational. Depending on context, our photography style can flex to represent the multifaceted and dynamic nature of life at Suffolk. The following section represents the main areas of focus when creating photographic assets for the University.

Life on campus

Incidental photography that captures natural interaction, community and togetherness. Where the subject lacks immediate interest, consider unusual perspectives, scale relationships and depth of field.

What to avoid

Clichéd and stereotypical photography lacks genuine warmth and humanity. Avoid staging photography to capture interaction and overt/clumsy product placement.

Learning at the University

Our courses are interactive, inspiring and enjoyable. Capture natural moments of the experience to represent our supportive learning environment. Ordinary images may be improved by using a tighter or more dynamic crops.

What to avoid

Dull and generic photography can fail to capture our uniqueness. Staged photography detracts from our personality. Avoid obscure references that would otherwise require explanation.


Photography of our buildings and surrounding grounds should represent the University in the best possible light. Where architecture is challenging consider human interaction with the physical environment.

What to avoid

Avoid dark and poorly lit photography, including shots of the campus at night time. Ensure photography has a clear focal point and captures something meaningful and non-abstract.


For most outside the county, Ipswich and the surrounding area is a complete unknown. Photography should be emotive and engaging. Aim to put the viewer in the picture to enable them to feel like they are already there.

What to avoid

Poorly lit areas and photography that lacks a clear focal point can be confusing and dull. Staged photography fails the capture the spirit and warmth of Ipswich and the surrounding area.


Image resolution

Images in printed collateral should be 300dpi in resolution to prevent pixelation. For screen applications, 72dpi is standard.



Consider clear space when selecting images to fill the background of an application.

Flexible crops

The nature of the 45 degree angle allows a multitude of image crops. However, please ensure the subject matter is clear and identifiable.


There is also the opportunity to use inset images with a 45 degree angle crop.

What to avoid

– Do not crop the subject matter
– Avoid using busy images when combined with angle crops


People Profiles

Our people – staff, students, alumni and supporters, are our most valuable assets. When we profile our people gray-scale images are first preference. Removing colour equalises and normalises imagery of individual people, allowing the brilliance and uniqueness of what they do to shine without distraction from the visual.

Plain backgrounds can add professionalism and unity.

  • Dynamic backgrounds can showcase expertise, such as a work setting.