Photography Point of View

Photography is a key component in the college’s visual language. The FIT imagery aligns with the brand voice showcasing an authentic feel, using rich color and, when possible, shot from an unexpected and unconventional perspective.

Strategic POV

Content should represent FIT’s new brand language and unwords, for example—unlimited, unstoppable, unpredictable, unexpected, undeterred, uncommon, unbelievable.

Subject matter should feel authentic, and captured in the middle of a moment, not overly staged.

Scenarios should feel aspirational but attainable.

Scenarios should feature shared experiences and interactions, never people obviously posing.

Photos should: 

  • Represent diversity in gender, ethnicity, and age
  • Feature real people of all shapes and sizes

Composition

Photography composition is extremely important in conveying the FIT brand messages. Please follow the rules below.

Download complete and detailed Photography Guidelines (.pdf)

  • Shots of people interacting, photographed from an unexpected angle.
  • Images with aspirational campus environment.
  • Images that are rich in color.
  • Shots with faculty and students engaged in real tasks.
  • Students shown in authentic FIT environments.
  • Active moments captured from an uncommon perspective.
  • Make the action the focal point (students on campus and in classrooms, rather than a just scenic shot of the school areas).

image on the left: people from more interesting angle, in a computer lab and in a brightly lit toy design lab as an example of an aspirational environment

Image on the left - model posing for art studio class, she is seated on a stool in the middle of the room, and is surrounded by drawing students at their easels and benches. There are patches of color throughout the composition, such as a turquoise drapery set for a still life, that's adjacent to the model's pale pink dress. Image on the right: in a darkened room two people - a woman and a man in conversation in front of several screens, and the broadcasting mixer console. A woman is holding papers in one hand and possibly a pen in another, she is gesturing towards one of the screens, the man is smiling and looking down at the mixer console

Image on the left - birds eye view looking down the street from somewhere high on the building, the downward lines of the building's wall and columns anchor the composition. It's a warm day, there are few people around, one person is walking the bicycle. There are benches, small trees in large containers, and several cars parked along the street. Sunlit grays of the sidewalk and building concrete and very dark shadows create a slightly unsettling feeling about the scene. Image on the right - green tree foliage dominates the image, some of it is captured directly, and some of it is reflected in the glass. Several figures, street lights, parts of the building and greenery reflect and refract creating a dynamic image.

  • Shots that show the building in uncommon angles.
  • Images that highlight the serenity of the campus within a bustling city environment.
  • Campus shots that are stylized and unexpected.
  • Show the creative and working environment of FIT.

Image on the left - birds eye view looking down the street from somewhere high on the building, the downward lines of the building's wall and columns anchor the composition. It's a warm day, there are few people around, one person is walking the bicycle. There are benches, small trees in large containers, and several cars parked along the street. Sunlit grays of the sidewalk and building concrete and very dark shadows create a slightly unsettling feeling about the scene. Image on the right - green tree foliage dominates the image, some of it is captured directly, and some of it is reflected in the glass. Several figures, street lights, parts of the building and greenery reflect and refract creating a serene yet dynamic image.

Image on the left - photographed from the street level looking up, the angularity of the building's lines, variety of shades of gray of the facade tiles against the black window frames, and sunlit planes versus shade contribute to an interesting visual effect. Image on the right - Toy design lab with the large work tables, surfaces full of fabric, sewing machines, fabric, and work in progress. A colorful display of fabric samples in every shade visible in the background draws the eye, and serves as a focal point of the composition.

  • Detail shots of an action or task in progress.
  • Close-up shots of materials and tools in use.
  • Shots of students engaged in a specific activity.
  • Details of the classrooms and student spaces.

Image on the left: a close-up of a woman leaning over a knitting machine from the upper left corner of the image, she is working in a thread into one of the hooks of the machine. The tight close-up framing, helps the viewer to appreciate the subject's focus on the task. Image on the right - a close up of painer's brushes arranged in a line, ready for action. A variety of bristle types, shapes, sizes and handle colors splattered with paint are inviting to take a chance and be creative.

Image on the left: a mid length shot of a man holding an upside down shoe in his hands. The focus is on the object, the person is cropped at the shoulders. The shoe is in a side view, with excess material hanging around the edge where the shoe-top meets the sole. It is ready to be folded and tucked under the sole. Image on the right: little less than half of the image captures an array of various size brown glass bottles with turquoise labels arranged on narrow shelves, it could be a fragrance or some other lab that requires chemical solutions. The image may have been taken through a glass surface that is on an angle in relation to the camera, as there is some distortion, blur, and discoloration on the left side of the image the bottles are smaller and with white labels on that side. The shift in color and clarity makes this composition work.

  • Don’t use photos of staged interactions.
  • Don’t use images with centered subject matter and obviously posing for the camera.
  • Don’t show students outside their authentic FIT environment.
  • Don’t highlight inauthentic group moments.
  • Don’t use images with a busy background.
  • Don’t use images that are dated and have artificially saturated color.
  • Don’t use badly framed and lit compositions.

Image on the left: two women are standing slightly turned towards each other, one of them seems to be a student; she is showing a shoe prototype to the instructor. The gestures and facial expressions of the subjects look staged. A thin red line runs diagonally across the image, crossing it off, indicating that this type of image is not recommended. Image on the right: two smiling women are facing the camera, their arms are in a friendly embrace around the shoulder. There are people in the background speaking to each other, and a large projection screen is visible in the background. This image seems to be a memento to commemorate a shared experience at the event. Images like this can be used in certain circumstances, but not in general, which is indicated by a thin red line crossing the image.

Image on the left: Photograph is taken during a student event, in a warm season, possibly a club fair. Focus is on the girl in the first plane. She is standing above the street level on a parapet, and turning three hoops - one is positioned around knees, and two others on each hand. There are a lot of people visible in the background gathered in the groups. Due to a busy background the main subject of the image does not command the attention of the viewer. Thin red line runs diagonally across the image indicating that this type of image should be avoided. Image on the right: people are seated in a classroom along the narrow tables, they have books and notebooks in front of them, and some are working on their laptops. While this image has useful information about a particular location, and captures an authentic environment, it should not be used for a more general representation. This is indicated by a thin red line crossing the image.

Original content below

Do use shots of people interacting, photographed from an unexpected angle.

Do use images with aspirational campus environment.

Do use images that are rich in color.

Do use shots with faculty and students engaged in real tasks.

Do use students shown in authentic FIT environments.

Do show active moments captured from an uncommon perspective.

Do make the action the focal point (students on campus and in classrooms, rather than a just scenic shot of the school areas).

In a darkened room several people are seated in front of the computers, they seem to be listening and engaged yet thoughtful. The play of shadow, reflection of a person on a screen on an angle. One person is more brightly illuminated by a computer screen, which creates a focal point in the composition.

In a brightly lit toy design lab two women are standing at a large work table with fabric, tools, and paper strooned about. One of the women is holding a plush toy, which both are examining. In the background, several doll houses and other toys are displayed on the window sills.

a model posing for art studio class, she is seated on a stool in the middle of the room, and is surrounded by drawing students at their easels and benches. There are patches of color throughout the composition, such as a turquoise drapery set for a still life, that's adjacent to the model's pale pink dress.

Do use shots that show the building in uncommon angles.

Do use images that highlight the serenity of the campus within a bustling city environment.

Do use campus shots that are stylized and unexpected.

Do show the creative and working environment of FIT.

birds eye view looking down the street from somewhere high on the building, the downward lines of the building's wall and columns anchor the composition. It's a warm day, there are few people around, one person is walking the bicycle. There are benches, small trees in large containers, and several cars parked along the street. Sunlit grays of the sidewalk and building concrete and very dark shadows create a slightly unsettling feeling about the scene.

Green tree folliage dominates the image, some of it is captured directly, and some of it is reflected in the glass. Several figures, street lights, parts of the building and greenery reflect and refract creating a serene yet dynamic image. 

example of photography

Do use detail shots of an action or task in progress.

Do use close-up shots of materials and tools in use.

Do use shots of students engaged in a specific activity.

Do show details of the classrooms and student spaces.

example of photography

example of photography

example of photography

Don’t use photos of staged interactions.

Don’t use images with centered subject matter and obviously posing for the camera.

Don’t show students outside their authentic FIT environment.

Don’t highlight inauthentic group moments.

Don’t use images with a busy background.

Don’t use images that are dated and have artificially saturated color.

Don’t use badly framed and lit compositions.

example of photography

example of photography