Photography

Creative execution

When creating photography, refer to the following specific guidance.

Lighting

• Match white balance to the lighting conditions.
• Use natural or diffused lighting to maintain authenticity.
• Avoid harsh shadows or flat lighting; create depth by balancing light and shadow.

Soft, natural light enhances the warmth and tenderness of this moment, creating a calm and authentic feel true to a family care setting.

The lighting in this photo highlights the subject while staying true to the real conditions of an operating room.

Framing and composition

• Keep it simple. Present clear focal points and avoid overly contrived or complex scenes.
• Capture a balanced mix of wide-angle shots for context, mid-range frames to emphasize human interaction, and detail shots and close-ups of hands, equipment, facial expressions, or textures. Varying shot sizes also ensures flexibility for different mediums—such as web, social, print, and large-format layouts.
• Use artistic vantage points, foreground/background elements, and natural framing (e.g., doorways, windows). Incorporate negative or copy space where appropriate.

The use of foreground blur and over-the-shoulder framing adds dimension and visual interest, making the viewer feel part of the scene.

A focused, detail-rich image that highlights innovation and expertise through reflection and close-up composition.

A candid, patient-centered moment framed through a doorway. The composition invites viewers into a real, compassionate exchange of care.

Minimal distractions in the background allow full focus on the subjects and their connection. The reflection off the table gives an artistic vantage point.

Brand alignment

Whether creating or selecting photography, refer to the following guidance.

Optimistic and inspirational

• Evoke comfort, joy, and reassurance.
• Use warm tones for humanity-centered imagery.
• Use neutral tones for innovation-focused themes.

A warm, supportive moment that conveys optimism and authentic connection—highlighting the human side of care.

A focused, contemplative moment that conveys clinical expertise, precision, and the pursuit of discovery

Natural and authentic

• Prioritize candid moments that feel genuine.
• Focus on real-life events or milestones captured in an artistic yet uncontrived way.
• Avoid overly sterile or cold imagery; instead, balance professionalism with warmth and humanity.

An unposed, in-action moment that captures the focus, teamwork, and authenticity of a surgical setting.

The phone call and open chart ground the moment in real work—nothing is staged or artificial.

The subject’s joyful smile and the high-five gesture reflect real excitement and encouragement

A natural moment of connection and vitality—captured in a familiar home setting that highlights wellness and independence.

Expressions and interactions

• Highlight candid, natural moments that convey authentic emotions.
• Showcase meaningful human connections (e.g., teamwork, comforting gestures, or care).

A candid moment of joy that highlights authentic expressions and the warmth of human connection.

A warm, candid exchange that highlights trust, compassion, and authentic patient-caregiver interaction.

Representation

• Represent a wide range of ethnicities, ages, genders, and abilities in your photos.
• Highlight inclusivity by showcasing diverse families, individuals with visible and invisible disabilities.
• Avoid tokenism by ensuring diversity is reflected consistently across all visuals.
• Avoid clichéd or stereotypical representations of diverse groups.

This image represents a wide range of ethnicities and genders among colleagues.

The image naturally includes visible disability and diversity across race and gender, without feeling staged or tokenistic.

Brand integration

• Subtly incorporate logos, signage, or recognizable landmarks in the foreground or background.
• Use brand colors (e.g., reds and blues) to reinforce visual identity when appropriate.

This image features our staff in branded attire within our facilities, reinforcing our identity.

Recognizable landmarks are visible through the windows, adding a sense of place.

Facility and environment

• Interior: Feature modern, clean, and welcoming facilities.
• Exterior: Showcase buildings in their best light. Avoid dreary skies, dead plants, or unkempt surroundings.
• Balance innovative technology with human-centered care.

A bright, clear shot showcasing vibrant landscaping and symmetry—reflecting our commitment to healing, welcoming spaces.

Showcases advanced technology in a clean, well-lit space. Human presence adds scale and reinforces compassionate care.

Portraiture

• Aim for a mix of photojournalistic and editorial—clean, approachable, and professional.
• Encourage natural, relaxed expressions that reflect confidence, compassion, or purpose.
• Consider placing subjects within meaningful environments (e.g., patient rooms, labs, clinics, outdoors) rather than using plain backdrops whenever possible.

A warm smile and soft natural light create a professional, approachable feel, while strong lines add visual structure.

A relaxed pose and direct eye contact convey confidence and approachability. The lab setting reinforces the subject’s expertise and credibility.

Headshots

All health care providers and staff who are featured on the Penn Medicine website or other marketing materials must have headshots taken by the Marketing department’s approved virtual photography service, Capturely. Schedule a virtual headshot session

Use our file naming conventions

• Use descriptive filenames (e.g., patient-doctor-interaction.jpg). Do not exceed 5 words.
• Keep names short, lowercase, and separated by hyphens (avoid underscores or spaces).
• Include unique identifiers for similar images (e.g., patient-doctor-interaction-1.jpg, patient-doctor-interaction-2.jpg).

Identify employees

• To aid in employee recognition, document who you’re photographing by adding their name to the file name, photographing ID badges, or collecting email addresses or Penn IDs.

Medical Photography

Do not use images of body wounds, scars, internal organs, etc. for patient facing marketing materials. Medical imagery should be reserved for either patient education materials (i.e., how to care for your wound) or for education purposes within the medical community (conference presentations, CME, etc.).

❗️ Important: If photographing patient protected health information (PHI), it is best practice to avoid, blur or remove all identifying information on screens or in the scene when possible. A HIPAA release form must be acquired.

Photography consent

Before taking any photos, make sure the necessary permissions and releases have been acquired. It is Penn Medicine policy to obtain consents from all Penn Medicine employees and/or patients.

Photo/Video Release Form

Anyone featured in a Penn Medicine photograph or video must provide written consent permitting the health system to use their image or recording on any print, digital, or social media material.

Photo/Video Release Form for Minors

Minors featured in a Penn Medicine photograph or video must provide written consent by a parent or guardian permitting the health system to use their image or recording on any print, digital, or social media material.

HIPAA Release Form

Penn Medicine is committed to complying with HIPAA regulations and respecting the privacy of all patients and their Protected Health Information (PHI). A HIPAA release form (Authorization for Disclosure of Health Information) must be completed by any patient for whom we are documenting visuals that reference PHI (scans, ultrasounds, references to diagnoses, treatments, etc.).

Photo / Video permission poster for events

Print-ready poster used for events to provide consent for photos and recordings. Ideally, this should be used in addition to, not in replacement of, the photo/video release form above.

Related resources

For more information on choosing the best imagery, please visit Penn Medicine’s photography portal.

You can also view the full design system in Figma for more detailed specifications.

Contact

For questions, please contact:  web-standards@pennmedicine.upenn.edu