Usage
Image guidelines are a set of rules and standards that define how images should be used and presented for our brand and organization. They ensure that images are clear and consistent with the way in which we want the organization to be shown.
Platforms
Canva, Canto.
Notes and Highlights
Photos of any current or past member should not be used without their prior, express consent. All identifiable members in the photo must give their written consent before posting photos to publicly accessible collateral, social media pages, blogs or websites.
When choosing images and logos for your various projects, use these quick tips below to ensure that the correct size, resolution and file type is used.
Use Cases
• Printed Materials: Use PDF or TIFF files to maintain high resolution in printed brochures, posters, or business cards. All new print-ready files are issued as PDFs. EPS files are no longer provided for new assets.
• Embroidery (e.g. on apparel): Use PDF files for clear, scalable designs that can be stitched accurately. EPS files may still be accepted by some vendors, but newer assets will be provided as PDFs.
• Web Use: JPEG or PNG images for website banners, posts, and blog images. For responsive icons or logos, SVG is preferred.
• Social media: Use JPEG or PNG at recommended dimensions for clear visuals and faster load times.
File types
Different types of images are required for different uses. Below we provide the most common file types and how they are most commonly used.
• PDF: Best for sharing multi-page documents with embedded images and for print materials.
• JPEG: Best for web images, maintaining balance between file size and quality. Avoid images that require transparency.
• PNG: Preferred for images with transparency (e.g., logos with transparent backgrounds) and web graphics.
• SVG: Use for vector images, especially for responsive web design and scalable icons.
• TIFF: Ideal for high-quality print projects where preserving image integrity is crucial.
•EPS: Scalable, high-quality images (e.g., logos) for printed materials that may appear in older assets. New files are no longer issued.
Image sizing
Print: Maintain a resolution of 300 DPI for printed materials, scaling images to avoid pixelation.
Web & Digital: Use appropriately sized images to maintain site performance.
Common sizes:
• Hero Banners: 1920x1080 pixels
• Social Media Posts: Instagram - 1080x1080 pixels, Twitter (X) 1200 × 675 pixels, LinkedIn/Facebook - 1200x630 pixels
• Email: 600-800 pixels wide
• Thumbnails: 150x150 pixels
Image source
Global and Regional photos
Canva will be your main source for global and region-specific images and logos.
Stock images
Within Canva, the app “CanSplash” may be used to access generic stock images.
Dos and Don’ts of choosing images
Dos for Image Selection
Choose high-quality, high-resolution images – Clear, crisp visuals make your content look professional.
Use brand-aligned imagery – Select images that reflect your brand’s tone, values, and style (e.g., modern, warm, bold, inclusive).
Ensure relevance – Pick images that support or enhance your message.
Prioritize diversity and inclusion – Use images that represent a range of people, cultures, and perspectives.
Stick to approved color filters or treatments – Match the visual aesthetic defined in the brand guidelines.
Use legally licensed or original images – Make sure you have permission to use the images (e.g., stock photos, in-house photography).
Maintain consistency – Use a similar look and feel across your visuals to create a cohesive experience.
Don’ts for Image Selection
Don’t use low-resolution or pixelated images – These look unprofessional.
Avoid generic or cliché stock photos – Steer clear of overly posed or unrealistic imagery.
Don’t mix drastically different visual styles – It can confuse the audience and weaken brand identity.
Don’t use images with too much text overlay – It can be hard to read and cluttered.
Avoid culturally insensitive or exclusive visuals – Make sure your images are respectful and inclusive.
Don’t stretch, distort, or overly edit images – Always maintain aspect ratio and image integrity.
Avoid using unlicensed or uncredited photos – This can lead to copyright issues.