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Our Photography Style

When selecting and using photos in Haas communications, keep in mind:

  • Authenticity is key. Excessive editing or manipulation of images is strongly discouraged.
  • Showcase the diverse community of Haas students, alumni, faculty, and staff by ensuring that a balance of genders, races, ethnicities, and abilities are represented.
  • Aim to show people in social contexts—engaging with or being among one another—rather than in isolation.
  • Keep brand personality words top of mind: optimistic, confident, resolute, genuine, and courageous.

Portraits

  • Show a wide range of ages, backgrounds, and roles that mirror the community or audience.
  • Capture authenticity. Aim for natural expressions.
  • Don’t use distracting backgrounds. Avoid clutter, busy patterns, and settings that are not consistent with the Haas brand.
  • Don’t use overly-staged or stock-like portraits. Forced smiles and cliché poses feel inauthentic.
  • Don’t lose context when it matters. If the environment tells part of the story (a lab, a stadium, a classroom), don’t strip it away completely.

Sense of Place

  • Use full-color photography to capture the vibrancy and character of Berkeley, the Bay Area, and other relevant environments.
  • Highlight recognizable landmarks, campus architecture, and dynamic cityscapes to ground the brand in its unique setting.
  • Choose imagery that feels authentic and lived-in, reflecting the energy of the community.
  • Always show landscapes and scenery in full color, not in black and white. Sense of place should always be shown in full color to capture vibrancy and context.

Black & White Photography

  • Use black and white (B/W) to highlight emotion and storytelling. Strip away color when the subject’s expression, form, or moment carries the weight.
  • Use B/W for consistency in mixed archives. It unifies imagery when color palettes clash or quality varies.
  • Pair B/W with strong layouts. Clean typography, bold brand colors, or graphic elements can balance the simplicity.
  • Reserve B/W for moments of reflection or sophistication. Use it for legacy, commemorations, or storytelling that deserves gravity.
  • Don’t apply B/W to everything. Overuse dulls its impact.
  • Don’t replace vibrant brand moments with B/W. Energy, community, and celebrations demand color.
  • Don’t use B/W for landscapes or scenery. Sense of place should always be shown in full color to capture vibrancy and context.

Haas Photo Library

The Marketing & Communications team manages a library of images from select programs and events, as well as general images of the Haas and UC Berkeley campus. The library is accessible to UC Berkeley Haas faculty, staff, and student leaders for official use only.

Images in our photo library can generally be used for all official Haas communications, except for advertising and other paid placements. Most images can be shared with media for stories about Haas, but cannot be shared with non-media entities outside of UC Berkeley.

Please DO NOT USE these images for personal or other purposes not related to the Haas School.

Request access to the UC Berkeley Haas photo library (Google Form).