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One of the most important jobs for our new identity system is to bring greater visibility to all aspects of the Texas Tech experience. Visitors are continually surprised at what they find on our campuses, the people they meet and the important programs and experiences we offer. Take advantage of every opportunity to bring greater clarity to that image whenever the occasion presents itself.

Reinforcing Our Key Concepts

Our key concepts can be used to help identify the types of imagery that will bring greater visibility to who we are and what is special about Texas Tech. In the following sections you'll find a few examples of images that align with our key concepts and reinforce the key messages that support our "Preparedness" positioning and our brand personality. Look over the examples on this page, then click on the concepts for a detailed explanation of how each one can be expressed through photography.

Academic Excellence

Texas Tech Imagery

Opportunity and Potential

Texas Tech Imagery

Fostering Success

Texas Tech Imagery

Sense of Place

Texas Tech Imagery

Pride and Tradition

Texas Tech Imagery


Texas Tech offers a wide range of options for designers who require photographs for university publications.

This archive currently contains transparencies and digital images in both black-and-white and color. It is regularly replenished with photos of commencement, academic activities, athletics and other events taken by the university's staff photographers.

When a staff or contract photographer is hired for a specific assignment, however, it is the responsibility of the individual contracting unit to cover the cost of photography within the publication budget. The university's staff photographers are billed to the contracting unit just as an independent photographer would be billed.

All photography should be planned as far in advance as possible. This is equally true for the use of photos from the archives, which may require duplication. It is important for designers to understand schedules and costs early in the design process in order to leave time for alternate arrangements if necessary.

Plan ahead.  Make arrangements for models or props; determine whether the photo shoot is on location or in a studio, whether the image is made on film or digitally and other details well in advance of the day of photography.

It is important that releases be obtained from all models granting permission for the specific terms of use. Images must not be used without compensation if the creator, owner or model requires compensation.


Illustrations illuminate concepts and information in a way that's easy to digest and understand. In general, the primary visual presentation of Texas Tech does not include illustrations, although there will be situations where illustrations are required, such as in the development of information graphics or when photographs are unavailable or inappropriate. To maintain a high quality of illustration, it is strongly recommended that a professional illustrator be hired to handle this task. 

Texas Tech ImageryTexas Tech Information Graphics


Like illustrations, diagrams help to define details of component relationships or process flow. They are helpful when communicating details that otherwise could not be easily shown through the use of illustration or photography. An effective diagram is one that communicates your most essential point in the simplest manner possible. Utilize our secondary color palettes to clearly classify and differentiate various information types.

Texas Tech Information Graphics


Charts display detailed information in a clean, tabular format. Charts (also known as tables) are used to communicate detailed information in a clean, easy-to-read fashion. They should be designed with clarity in mind, in a way that is appropriate to the content being presented. Utilize our secondary color palettes to clearly classify and differentiate various information types.

Texas Tech Imagery

Copyright, Usage Rights and Limitations

It is important that all uses of all photographs and graphic images comply with U.S. copyright and trademark laws and that no image be used without permission of the creator or owner.

Photographs produced by university photographers are the property of Creative Services or Texas Tech University and the copyright is owned by the Texas Tech University System. Any images created by Texas Tech staff are subject to the copyright laws of the United States of America as well as the state of Texas.

The purchase and or use of Texas Tech photography must be in compliance with the mission statement and guidelines as implemented by the Texas Tech University System and the Board of Regents. The photographs in the archive, as well as the overall production of photography, shall be the best quality possible and meet all standards of photographic excellence. Reproduction of Texas Tech photography must abide by and be limited to the use of as negotiated by the System Communications and Marketing office.

It also is important that releases be obtained from all models granting permission for the specific terms of use. Images must not be used without compensation if the creator, owner or model requires compensation.

When necessary and appropriate, some images must be identified with the symbols ® and TM. These marks may be placed with the creator's credit line, as in the case of photography, or incorporated into the illustration.

Designers and editors should be aware that usage contracts with creators and owners provide a full range of permissions and limitations (for example, single or multiple use, according to media and by location). Designers and editors should check contracts carefully for each use of photography or illustration.


Consider all current and potential applications when negotiating stock usage rights and rates. The use of photographic images is strictly governed by domestic and international trademarking, trade dress and copyright laws. Failure to adhere to intellectual property rights associated with the licensing of a photographer's images and talent can result in significant financial and legal exposure. Organizations or individuals who do not obtain photography and/or talent usage rights, who do not adhere to the parameters of usage rights agreements of said agencies or photographers will assume all financial and legal liability for any copyright violations. Violators will be individually liable for infringement. Judges have awarded as much as $150,000 for copyright infringements.