Photography, Video, and Illustrations

Visual Assets

The images we select and use enable us to tell our story louder than words. Great visuals can grab your viewer and garner the attention you need to effectively communicate the George Mason story.

Portrait of a Government and International Politics student

Photography

Photography is central to the George Mason brand. Use high-quality images from approved sources to ensure consistency and proper usage rights. The Office of University Branding maintains a library of brand-approved photography available for university use at photo.gmu.edu.

An active photograph of a men's basketball game shows the impact of one large photo

How to Use Photos in the Brand

  • Select high-quality images, like those found at photo.gmu.edu
  • Choose a single, large image for maximum impact 
  • Use shots that showcase the surrounding environment
  • Use full-color photography, without filters or special effects

 

Examples of photos that do not meet quality standards.

Things to Avoid When Using Photos

  • Do not use blurry or pixelated images
  • Do not use images that are distorted, unclear, or under or over exposed (too dark or too washed out)
  • Do not alter the photo in ways that change its original meaning

 

Videographers work to set up camera equiptment.

Videography

George Mason videos should feel authentic, inclusive, and forward-looking, reflecting the university's unique character and mission. Content should be clearly recognizable as George Mason. Since every content type reflects our brand, these guidelines apply to all forms of video, including social media content.

  • Use high-quality, well-lit footage that captures the vibrancy of campus and community. Apply graphics and animation thoughtfully, ensuring alignment with brand guidelines
  • Show authentic experiences that are recognizable as George Mason
  • Follow George Mason’s voice and tone guidelines when writing scripts and messaging
  • Use the official George Mason University logo at the beginning or end of videos, following logo usage guidelines

 

These are examples of how illustration can be used to convey information.

Using Illustrations

Use of illustrations is limited to:

  • Infographics, charts, diagrams, and presentations (e.g., PowerPoint presentations, research posters) where visuals are needed to explain concepts, simplify information, or enhance clarity
  • User interfaces and wayfinding (see Icons and Emojis section below)
  • Used as graphic elements to add visual interest to the brand (see Graphic Elements section of the guide)

Design preference alone is not a valid reason to use illustrations. Photography is a core element of the George Mason brand. Use photography wherever possible to authentically represent the university and visually tell the George Mason story. 

Icons and Emojis

Use these illustrations only to serve a clear functional or informational purpose—such as supporting navigation, clarifying data, or reinforcing meaning.

Social media icons are an example of approved graphics in the brand

Icons

Icons may be used in the brand to:

  • Represent widely recognized actions or concepts on digital platforms (e.g., download, search, website)
  • Replace text for links to common social media platforms (e.g., using the Facebook icon as a link to your Facebook page)
  • Support wayfinding and navigation on enviromental graphics (e.g., using the parking symbol on a directional sign)
  • Clarify information in infographics, charts, or diagrams
  • Appear as a visual element in an approved extension mark
  • Used as graphic elements in designs (see Graphic Elements)

Choose icons that are simple, bold, and easy to understand. All icons must be flat, vector images that use solid George Mason Green or Gold fills.

Examples of common emoji graphics

Emoji Use

Emojis can add warmth and clarity to digital communications, but they should be used thoughtfully and sparingly to maintain a professional and consistent George Mason University voice.

  • Emojis may be used on digital channels such as social media
  • Do not use emojis on print materials or branded products
  • Use with content that is informal, where a more relaxed, playful tone is appropriate
  • Use emojis sparingly—one is often enough
  • Ensure emojis support the message rather than distract from it
  • Not all emojis have clear, universal meanings. Do not use emojis in places of key information. Ensure the message remains clear and understandable without the emoji

AI-Generated Images

Artificial intelligence (AI) image generators are widely available, and AI tools are integrated into many of our creative applications. To maintain trust and protect the university’s reputation, do not use AI to create or present fictional people, activities, events, or places as if they are real parts of the university or its community.

Do not use AI to:

  • Create portraits or headshots of people without their consent
  • Create photorealistic images of people in ways that suggest they are real members of the university community
  • Create or modify photos or video of past events in a way that suggests they are real
  • Substantially change the editorial narrative of an existing image or video
  • Substantially change someone’s likeness without their consent

Images or video created or substantially enhanced by AI and used in editorial content should be captioned “Photo/video illustration created/modified using AI.”

Usage of AI at George Mason must comply with all applicable university policies, including but not limited to University Policy Number 1301, Code of Student Conduct, any relevant guidelines issued by the Commonwealth of Virginia, and federal regulations. For ITS guidance on the use of AI, please refer to their Guidance on Using Artificial Intelligence (AI) Tools for Administrative Purposes.