UW–Madison distributes visual content to various audiences across multiple channels and platforms. This page provides guidance on the creation and use of photography, videography, and other visual content for communications and marketing at UW–Madison.
Explore photo and video tips, tools, and resources on the UW Brand and Visual Identity site.
Permissions/model releases
Please review the permissions section in the Use of Imagery policy.
For editorial use
The Office of Strategic Communication does not regularly use model releases nor seek written permission for most photography or videos created for university editorial use. Written permission is not required when making photographs or videos of individuals in public settings or using the resulting photographs or videos in news and editorial contexts, such as news stories or social posts.
Whenever possible, Strategic Communication photographers and videographers identify themselves and seek verbal permission when creating visuals. They inform subjects about the potential editorial uses of the visuals, such as providing information for a story and/or creating images to more broadly describe the campus, both now and in the future. In instances when an individual asks to not be photographed/videorecorded, Strategic Communication staff comply with those wishes.
Campus units may wish to consider posting a production sign at events where visuals will be created that says, “Please be advised that by entering this area for this event you consent to be photographed, filmed, or otherwise appear on camera for the purposes of [fill in purpose].”
For marketing/promotional use
However, written permission is required for photos or videos of individuals being featured in marketing, advertisements, or promotional materials in which a person’s name, image, and/or likeness are being used, as well as for photos or videos of children, patients in health care settings or laboratories, and research participants. These uses are distinct from editorial uses and a higher level of permission is required.
Download the general release form that can be used for most instances.
When image assets are supplied by an outside party, check to make sure permission has been granted by the creator and the subjects, and that appropriate credits are published.
Photo/video library
Strategic Communication limits the length of time most images remain in the general photo and video library, especially those that feature time-sensitive content of people and views of the physical campus. The goal is to primarily feature contemporary images (i.e., those created within the last five years). This helps to ensure that outdated images aren’t inadvertently used in campus communications beyond their relevance. Staff will continue to internally archive and manage older photo content. If you have a need for an archived photo, please email contact.strategiccommunication@wisc.edu.
For university-related commercial uses—including textbooks, commercial products, or advertising—please email contact.strategiccommunication@wisc.edu.
Copyright
Visuals in the UW Photo and Video Library, produced by the UW video team, or produced as work product by other university employees are copyrighted by the Board of Regents of the University of Wisconsin System.
Other copyrighted materials cannot be altered without written permission of the copyright holder (generally the creator or source of the original photo).
Freelance policies and rights
When engaging freelancers for images of the UW–Madison campus or of university faculty, staff, or students, the contract must specify that copyright will be owned by the Board of Regents of the University of Wisconsin System
Additionally, freelancers are expected to abide by all sections of this Use of Imagery policy.
Policy
Please read the Use of Imagery policy.
Definitions
Editorial: Fact-based communications that accurately depict the subject. Think of editorial work—whether photo, video, or copy—as journalistic reporting on the life of the university intended for a wide audience.
Marketing: Targeted communications meant to drive an action, such as “enroll,” “donate,” or “join.” Think of marketing work—whether photo, video or copy—as evoking the feel of life at UW-Madison for specific audiences.
Communicators at UW are often required to use both editorial and marketing communications; please be cautious of deploying visual assets appropriately for each instance.