PHOTO
GRAPHY
The Wharton School visual identity relies on purposeful photography to capture the depth and impact of our research enterprise. Rather than relying on rigid formulas, our photography adapts dynamically to the narrative. We use photography to strategically elevate individual voices from within our faculty and student body, capturing the vibrant spirit of our campus community, or illustrating complex research topics shaping the global landscape. By grounding every image in a real, authentic context, our visual storytelling reflects the true substance and relevance of the Wharton experience.
Photography at Wharton is considered a critical tool for authentic storytelling. We use distinct photographic approaches to naturally match the focus of our content. From intimate, character-driven portraits that highlight internal voices, to candid, environmental shots that showcase our institutional community, to conceptual imagery that visualizes external research, our visual assets are intentionally selected to provide meaningful context. Every photo treatment is designed to reinforce the credibility and real-world relevance of our insights.
The Wharton School utilizes a dynamic range of photography styles to reflect the multi-faceted nature of our research and community. By matching our visual approach to the core of each story we ensure every image is contextual, relevant, and purposeful.
Privacy Guidance
Wharton is committed to ethical photography and videography practices. This guidance outlines key policies for capturing and using images, ensuring compliance with University standards and respect for privacy. It covers permissions, public vs. private spaces, and release requirements for promotional use.
Campus Photography and Filming Permissions
Wharton Photography and Filming
Members of the Wharton/Penn community who are photographing or videotaping within a Wharton building should coordinate their shoots through Wharton Operations. Any photography for use by external entities must be authorized by the Media Relations team.
News/Media Photography and Filming
Contact the Media Relations team for any News or Media shoots. They will help with permissions for access to Wharton buildings and campus.
Commercial Photography and Filming
If the filming is for commercial purposes, please contact Penn’s Communications Office. Permission is required for all photo, film, or video shooting for commercial purposes on the University of Pennsylvania campus. A location fee will be charged.
See guidelines from the University of Pennsylvania below.
Release Forms
Photography and video subjects need to sign a Release Form, which gives the School permission to use the images in marketing materials across the School.
Photography Resources
UPenn Resources
- Flickr.com (Penn’s Public Collection)
- UPenn DAM (This is not managed by MarComm)
- Penn Digital Archives (Penn’s Public Collection)
- Adobe Stock (Email Wharton Computing to Request Access)
- Canva Stock (Submit a form to MarComm to Request Access)
Third-Party Resources
- Unsplash (royalty-free)
- Pexels (royalty-free)
- Pixabay (royalty-free)
- Shutterstock (pay per image)
- iStock (pay per image)
Estimates and Contracts
To ensure smooth collaboration and efficient use of time, all estimates and invoices from photographers or videographers must include the following usage rights agreement. This minimizes follow-up requests and ensures flexibility for our faculty, students, alumni, and business leaders with demanding schedules.
IMPORTANT: Required Usage Rights Language
Include this text in all Estimates and Invoices
Rights to the University of Pennsylvania
Payment of this invoice grants The University of Pennsylvania, its agents, and affiliates, full usage and reproduction rights to the agreed photographs, video, and digital files in perpetuity. This includes, but is not limited to, use in publications, electronic media, and PR/marketing campaigns. The University of Pennsylvania retains full discretion over future usage, and the creator waives any claim to additional payments, royalties, or compensation beyond this invoice.
Photography for Events
- All camera time stamps must be set to the appropriate date and time. We need this to find photos.
- Attire – Comfortable and professional. All black is always appropriate for all events.
- Food/Eating – There will be food provided for you. Please don’t eat in front of guests. Please don’t serve yourself from the guests buffets.
- Prior to entering the event, take photos of the room number/signage.
- “Show” the brand and faculty, student, alumni — e.g. If there is some visual element in the images such as text on t-shirts, signage in the image, or perhaps just red and blue
- More brand shots – Pick up brand moments that can be used as background images for texture or with an overlay for text to lay on top of it.
- Tradition is always good: If there is a moment with alumni traditions e.g. flags
- Represent the genuine diversity of our community. Seek out and authentically capture the range of people present rather than staging or arranging subjects.
- We avoid photos with liquor in the subject’s hand or nearby. Please clear these items away so they are not present in the shot.
How to credit stock photos
Whether or not you are required to use a photo credit depends entirely on how you are using the image and where it is coming from (Getty Images vs Unsplash)(Editorial vs. Commercial).
Pro Tip: If you aren’t sure which license you have, check your invoice or the license terms on the specific image page. Editorial-only images are usually clearly marked with a “Not for commercial use” warning.
|
Use Case
|
Credit Required
|
Proper Format
|
|---|---|---|
| Editorial (News, Articles) | Yes (Mandatory) | [Artist]/[Collection] via [Getty Images] |
| Commercial (Ads, Marketing) | No (Optional) | N/A |
| Social Media (Branded) | No | N/A |
When is a photo credit required?
If you are using an image for Editorial purposes (e.g., in a newspaper, magazine, textbook, or news-related blog post), a credit is mandatory. The credit must be placed near the photo or in the production credits.
The Proper Format: [Photographer Name]/[Collection Name] via [Getty Images]
Example: John Doe/Stone via Getty Images
When is a photo credit NOT required?
If you have purchased a Royalty-Free (RF) license for Commercial or Creative use (e.g., advertising, website design, social media marketing, or presentations), you generally do not need to include a photo credit.
By paying for the license, you have “bought out” the requirement for attribution in most commercial contexts.
Exception: If you are using the content in an audio/visual production where other providers are credited, you must include Getty Images in a comparable size and placement: [Video/Imagery] supplied by [Artist Name]/[Collection Name] via [Getty Images].
Can I use AI to edit, expand, or alter a stock image?
Yes, in many cases, but only when the image license allows modification. Creative stock images from sources with a license, such as Unsplash, Adobe Stock and Getty Images, may generally be edited, cropped, expanded, or adjusted, but editorial images should not be materially altered.
Do not use AI to train a large language model, create misleading scenes, change the meaning of a real event, add recognizable people, alter someone’s identity, add logos or trademarks, or imply endorsement by Wharton, Penn, or any individual.
Do I need to credit AI-generated or AI-edited images in Wharton marketing materials?
In most Wharton marketing materials, including ads, brochures, event graphics, presentations, website visuals, and social media posts, a visible credit is not required for AI-generated or AI-edited images used as creative or illustrative visuals.
For editorial stories, news content, faculty features, alumni profiles, research articles, or any image presented as a real person, place, event, or documented moment, use extra care. Do not use AI in a way that could misrepresent reality, alter the meaning of a story, or create confusion about whether an image is documentary or illustrative.
Do not remove or ignore required credits for images labeled editorial, news, archival, rights-managed, or third-party supplied. When in doubt, contact Creative Services before publishing.
Portraiture
The use of portraiture puts a human face to our university. We want to show Wharton students, faculty, and staff in the best light, which means capturing them with authenticity—no need for photo effects or heavy editing. When capturing portraits, the focus should be on the individual. Subjects should be looking at the camera, from within an environment, not a studio.
Color Portrait
Hero Portrait
Hero portraits are used to highlight Wharton’s esteemed individuals, including faculty and staff, researchers, writers, guests, students, and alumni. Portraits should be straight on a flat, solid background. They should be treated with a high contrast black and white filter.
Moments of Greatness
Let’s take Wharton out of the classroom and campus, and show how it has guided our students. Let’s capture the moments that really matter. Candid photography that is shot through a crowded space behind someone’s shoulder, capturing Wharton at work. Or the moment a teacher connects with her student. These shots are all about finding that one frame in time that shows off all the hard work. Still naturally lit, and captured in context of the real scenario, the out-of-focus foreground element or snap shot expression, are what make these shots real.
People
Photographing students, alumni, and teachers in their environments results in compelling images. Let our subjects get comfortable in their domain, and use natural light to highlight their emotions and experiences. Their confidence will shine through when we capture them in the “zone.”
Events
When shooting photography at an event, it is important to capture wide shots that showcase the environment. It is also important to capture tighter photographs that highlight attendees interacting and participating throughout the event.
Internal Building Shots
External Building Shots
Special Groups
Learn about the brand guidelines for your specific group.
The Brand Guideline Sheet is included with each logo system. This essential resource offers a clear visual and technical breakdown of the logo architecture, including the approved color palette and specific usage requirements. Created with accessibility in mind, these guidelines empower all team members — regardless of design expertise — to apply the Wharton visual identity with precision, ensuring brand consistency across every platform. The PDF is editable (similar to an EPS file); just ask your vendor to open the file in their vector software (e.g., Adobe Illustrator or Figma).
PennKey login is required.