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Imagery

Last updated:
23 January 2026

Woman resting on hand at desk.
That Female's Toughness, Ziqi Yang, 2024 BA (Hons) Fashion Design Technology: Womenswear, London College of Fashion, UAL

As a creative University, imagery is a key part of our brand. It's important that the imagery we use showcases the best of what we do at UAL:

  • the work of our students.
  • our diverse community of students, alumni and staff.
  • our state-of-the-art facilities.
  • our vibrant Colleges and their varied London locations.

We also need to make sure that all imagery includes the correct copyright information and is credited in line with our crediting guidelines.

You can find and download on-brand imagery from across UAL on the UAL Brand Asset Library, alongside other brand assets. You can use this imagery to enhance and support UAL materials and communications.

  • As a UAL staff member, you already have access — select the UAL Staff Login button and log in with your usual details.
  • These images are for UAL staff and approved partners only, and should not be shared externally unless they are being used for work that is funded or led by UAL.
  • The UAL Image Library is partially compliant with the Web Content Accessibility Guidelines 2.1 AA standard*.

*If you need information on the Brand Asset Library in an alternative, more accessible format or if you are having problems completing a task, please contact brand@arts.ac.uk.

Creative process

  • Try to capture candid, active scenes and find compositions which have clear focal points.
  • Shots should be colourful, atmospheric and inspiring.
  • Shoot in reportage style and capture unexpected angles or new ways of looking at something.
Person setting up the photography studio
Mo Oguntuase setting up the photography studio, 2023 BA Public Relations, London College of Communication, UAL | Photograph: Alys Tomlinson

Student work

  • Consider different compositions when photographing finished work.
  • Portray a focal point in the work and don't include people unless necessary.
  • Don’t crop or edit the image as this could damage the integrity of the idea.
Photograph of a blue-tinted painting of a man propped up against a grey wall.
Deborah Hobson, 2021 MA Fine Art, Chelsea College of Arts, UAL | Photograph: Ben Turner

Texture

  • Macro shots can capture textures and materials.
  • These images can be used decoratively.
Close-up photograph of the surface of an abstract blue painting featuring layered collage elements in paper and textile. The composition includes textured ink brushstrokes and detailed patterns
2023 MA Curating and Collections, Chelsea College of Arts, UAL | Photograph: Kristy Noble

People in action

  • When representing university life, real people in real situations should be the core focus.
  • Aim to celebrate the inclusive and diverse nature of our community.
  • Shoot in reportage style, not staged or posed but capturing the moment with a strong focal point.
A student walking down a red carpet on stage surrounded by blue and yellow confetti in the air. Their face and body are lit by spotlights and they are smiling into the top right corner of the image. There are flowers in the background decorating the stage,
UAL Graduation, 2024, Royal Festival Hall | Photograph: In-Press Photography Ltd

Spaces and places

  • Showcase the University and London as an exciting, global creative hub.
  • Shots should be atmospheric, bright and show our diverse environments for working and living.
  • Where possible, students and staff should be in the shots engaging with the spaces.
Interior of a workshop with wooden tool benches in the centre and machinery around the edges. The lighting is bright from ceiling lights and windows. There is a person standing at a cabinet looking at tools in the centre.
3D Lab, 2022, Wimbledon College of Arts, UAL | Photograph: Levitt Bernstein

Functional photography

  • Clearly communicate the subject matter, such as our disciplines taught or specific events, in a functional and usable way.
  • Consider crops and composition to ensure maximum effectiveness.
  • There may be instances where we are not able to take photos, in this case we use external content.
Person stood in the centre of the frame holding a glass of wine with a camera crew in the background and sound recorder in the foreground.
Creative Computing Institute Inaugural launch event, 2021, UAL Creative Computing Institute | Photograph: Ana Escobar

Headshots help to make us recognisable to colleagues, students and the wider public:

  • Use soft, natural lighting with a light grey or neutral background and focus on the subject’s face.
  • Take from the subject’s eye level, with their right shoulder closest to the camera, left shoulder turned at a 20-degree angle away and head turned toward the camera.
  • Expression should be friendly and natural.
  • The final crop should be a square image and include upper shoulders and head, in either black and white or full colour.
colour and black and white staff headshot next to each other.
Jerkole Vaz Da Silva Lino, Social Purpose Operations Manager, UAL | Photograph: Christopher Ould

Pattern

Pattern can be used to enhance a message by adding decorative elements to a piece of communication:

  • When commissioning/choosing a pattern, make sure they align with our brand and interact with other brand elements.
layered typographical visual image
Staff survey campaign, 2024 | Campaign design direction: Brand and Creative, UAL

Type as image

Type as image is imagery that has typographic detail. Use letterforms from our primary typeface, Helvetica Neue, to create an image.

This should be 1 or 2 words that are not integral to what you are trying to communicate, but are related to the main headline or message. Eg., events, course names or campaign titles.

Imagery shapes how people see us — and how we see ourselves. At UAL, we want everyone to feel represented. That means choosing visuals that reflect the full richness of our community and our values. By making inclusivity a priority in every image we choose, we reflect our values and strengthen the sense of belonging across everything we.

Imagery shapes how people see us — and how we see ourselves. At UAL, we want everyone to feel represented. That means choosing visuals that reflect the full richness of our community and our values. Inclusive imagery shows the diversity of identities, experiences and perspectives across UAL.

It avoids clichés or stereotypes that narrow or misrepresent people. Instead, it helps people feel valued, welcomed and understood.

Person squinting, wearing hat and goggles on forehead.
'S.T.Y.O.B', Valeriya Yefimova, 2025 BA (Hons) Fashion Design Technology: Menswear, London College of Fashion, UAL

Key terms

  • Diversity: different identities, experiences and viewpoints brought together.
  • Inclusion: creating space where everyone feels respected and can bring their whole self.
  • Unconscious bias: assumptions or stereotypes we might hold without realising.
  • Tokenism: featuring just one person from a group to “tick a box” rather than truly represent.

Creating or commissioning imagery

  • Avoid stereotypes — show people as individuals, not clichés. Ask yourself: does this image challenge or repeat stereotypes?
  • Reflect true diversity — include a wide range of race, ethnicity, gender, sexual orientation, ability, age and more. Think about whether your imagery reflects our community as it really is.
  • Use inclusive language — captions, labels and metadata should align with how people describe themselves. Language should be respectful and accurate.
  • Avoid tokenism — representation should be genuine and balanced, not symbolic. If it feels like “box-ticking,” reconsider the choice.