Aside from our logo and tagline, the style of images we use in each of our communication pieces tells a story about Durham College - who we are and what we mean to our audiences. Therefore, it is critical to define the criteria for selecting imagery and photography that reflect our personality and positioning.
The following types of primary and secondary imagery/photography should be used at all times to communicate our commitment to the success of our students, the opportunities we provide students to gain work experience while they are still in school, our more than 80 full-time market-driven programs, the premier student experience we provide, our inclusive learning environment, our exceptional teachers with real-world experience, our vibrant campus community and how we ensure students learn the skills they need to obtain a great job and make a difference in the world.
Please visit our online photo database at www.durhamcollege.ca/communications/photos to order photos from Communications + Marketing.
Primary imagery is career-focused, confident, welcoming, dramatically cropped, and contains warm colours. Imagery focuses largely on individuals (faculty members and students, or learning tools). The images should evoke the notion of 'success matters' in a variety of different ways. The images should contain a mix of close-ups on the face and full-bodied shots. Examples of primary photography:
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Secondary imagery showcases the Durham College campus, classrooms, labs, student space and student life. The images place faculty and students in the Durham College setting and convey the experience of learning and success at Durham College. Imagery should change in perspective - some from the viewer's point of view and others from the position of observer. This will draw the viewer into the Durham College experience the way people ordinarily engage in life as participants and as spectators. Examples of secondary photography:
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