Proudly steeped in more than 100 years of history, the Seattle Children’s brand utilizes photography as a key component of its visual identity. Below, you’ll find guidelines to assist photography in fully embracing the brand that our audiences have come to know and love. These guidelines are intended to aid creative partners who are working on behalf of the organization, whether internal or external.
Showing authentic moments is an integral part of the Seattle Children’s brand. We embrace the unique and sometimes complex realities that our patients face and do our part to ensure authentic representation of such. Because we serve children, we embrace the playful moments that unexpectedly occur during the course of their care. In all ways, we seek to capture photography that represents the uniqueness of the patients and audiences we serve.
Children love and embrace color, and as a brand, we do too. When capturing photography, we utilize color to create visual interest and amplify the subjects of the photo. This can be accomplished by strategic wardrobe choices featuring splashes of branded colors, or by utilizing the colorful wayfinding/artwork in the interior of our buildings. When paired with Seattle Children’s design, which incorporates plenty of white space, it provides a visually appealing contrast to communications.
Seattle Children’s patient population, workforce, and various audiences are uniquely diverse, and imagery should reflect that fact. When capturing or selecting imagery, consider diversity of race, ethnicity, condition, gender, age, religion, environment, and representation of LGBTQ communities. Seattle Children’s takes pride in our very diverse workforce, and that pride is represented in our imagery.
Seattle Children’s is driven by our mission for every child to live the healthiest and most fulfilling life possible. With a few exceptions, photos taken and selected should be child focused, capturing the energy that children bring to a space. When capturing child-focused imagery, for external or internal use, anchoring the lead photo with a child connects the viewer to the cause and adds value.
What we choose to focus on as a brand is extremely important, and that’s particularly true of photography. Whenever photos are being captured or selected for use, they should visually represent the “big idea” of the communication and clearly drive audiences to an intended call-to-action. From the technical perspective, photography should have a clear focus and subject and limit crowding wherever possible.
Seattle Children’s frequently uses ambient light to create a welcoming, natural feel for our brand. This lends itself to a clear, crisp image—a key for any healthcare organization in creating a professional aesthetic—and also conveys the hope of the healing process as patients move forward in their care. Natural light also allows for simplicity, with clean, uncluttered backgrounds maintaining focus on what matters: the subject(s) of the photo.
Service in Action
In every communication, we seek to showcase inspiration from real life; whether it’s service-in-action images that highlight compassionate care being administered, our research team working to find new cures, or our workforce embodying our values-based behaviors. At Seattle Children’s we strive to embrace and incorporate the values-based behaviors in all areas of life. Service in action is specifically tied to the values of Compassion and Collaboration and the understanding that we do more than treat the child, we practice family-centered care as the cornerstone of compassion.
Fundamentals of Photography
We would request that all photos be taken in its entirety – please ensure that photos do not crop out a subject’s head or vital piece of information. In the same note, please never invert images, individuals, or colors as to not create realities that are different than the truth.
When capturing images that will be used cross-platforms, please keep in mind the specs for each platform.
Facebook Cover Image Specs: 820×315
Twitter Cover Image Specs: 1500×500
Homepage Hero Image Specs: 1920x 1080
- 16×9 “widescreen” format (exact dimensions are 1920×1080)
- The photo scales up with high-resolution screens, which tends to crop anything at the bottom. As a result of this, the subject should be kept relatively small and not toward the bottom. The best approach Is to stay wide so that the Image can be cropped to fit in post-processing.
- The subject of the Image needs to be toward the side (right or left) to allow for the CTA box. The rule of thirds is a great concept to keep in mind when capturing these images.
Quality is extremely important when selecting imagery and can often be the deciding factor in what image is selected for use. That’s why, when capturing or selecting photos, ensuring we’re utilizing high-quality imagery is of the utmost importance. There are two main uses for photographs—print and web—which have their own specifications. Photos used in print require a larger file size and higher resolution, ~300 dpi (dots per inch), whereas photos for web can sometimes be lower, ~72 dpi.
Tip: When selecting imagery, it is important to keep in mind the final usage of the image. Seattle Children’s Asset Library allows you the ability to download a high-resolution image, a low-resolution image or both.
Seattle Children’s allows stock imagery in certain instances; namely, in close-up, detail-oriented photography, graphics, infographics and illustrations.
Note: Please reach out the Brand Development team with any questions regarding the use of stock photography (email@example.com).
Photography Assets and Requests
The Seattle Children’s Marketing and Communications Department maintains a centralized asset management system which serves the organization by providing a place to store, search and utilize our many digital assets from documents to photography across all teams. With this tool, we have the ability to create asset collections that can be shared both internally and externally. The new system replaces our former Content and Media Libraries.
For questions or asset requests please contact firstname.lastname@example.org.
Scheduling a Photo Shoot
To obtain new photography, please contact the Brand Development Team at email@example.com. We have access to both staff and freelance photographers, who have a wealth of experience capturing high-quality photography on behalf of the organization.
The decision to schedule a photo shoot is dependent upon a number of factors including available budget, timeline, workload, existing photography and project priorities.
Please note: In order to make the most of Seattle Children’s limited photography resources, MarComm keeps copies of selected photos from each photo shoot for use in future projects and collateral.
Patient and Non-Patient Consent Forms
All patient photography (still and video photography) requires the permission of parents and guardians for patients 17 and under. The parent or legal guardian must sign an Authorization for Use or Disclosure of PHI (Protected Health Information) form before photography occurs.
Adults and hospital staff must sign the Photo/Video Image Release form (English or Spanish) before being photographed. Find these forms on CHILD or contact the Brand Development Team at firstname.lastname@example.org.