Imagine Education au/in Canada - Brand Use Guidelines: Communicating the Brand

Communicating the Brand
Photographs

Factors to be considered
Art direction
Sample photos
Unacceptable photos

The Student
The message should convey a sense that students are being celebrated. Students must be the focus.
Self-actualization
The image must show students in action, achieving something, developing their potential within the framework of day-to-day student life.
Authenticity
The moment must be captured as it happens, but there should be no sign that the camera was there.

Photographic style plays a crucial role in developing a clearly defined identity. The Imagine Education au/in Canada brand must be supported by three complementary and inextricably linked stylistic approaches. All photos must support the essence of the brand and its promise. Photos help ensure that the message hits home with the target audience. Photos must make the student the focus of the visual communication; they have to foster self-actualization and, most importantly, be authentic.

To access the bank of photos, consult the Download Zone.

Photographs - Example

Factors to be considered

It is important to remember that the three proposed axes must be supported by appropriate artistic direction.

Students should be shown as part of a group in order to promote the concept of dialogue. It must be clear that the members of the group are optimistic, positive, friendly, warm and approachable. They have to convey a sense that the photo is emotionally genuine.
Since multiculturalism is a fundamental Canadian value, it is strongly recommended that the photos reflect that reality by showing students of diverse ethnic origins. Also, the photos should, as much as possible, aim for a balance between men and women unless the message dictates otherwise (typically male- or female-oriented theme).
A learning environment (indoor or outdoor) must be shown in the background where the students are not obviously in a classroom setting. That environment could be a schoolyard, a soccer pitch, a laboratory or a school corridor. The place should not be recognizable as a specific institution or city.

Art direction

Art direction must follow these guidelines:

a modern, bright texture;
current clothing and hair styles;
modern settings and modern technical and computer equipment;
student subjects very tightly framed;
youth in action (there should be no suggestion that a camera is present; the subjects should not be looking into the lens);
an authentic scene from everyday life;
an overall relaxed impression;
bright colours that blend with the secondary colour palette and the official colours.