TTUHSC Identity Guidelines
One of the most important jobs for our identity system is to bring greater visibility to all aspects of TTUHSC. Take advantage of every opportunity to bring greater clarity to those images whenever the occasion presents itself.
Reinforcing Our Key ConceptsBack to Top
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 TTUHSC. In the following sections are 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 more in-depth explanation and further examples of how each one can be expressed through photography.
PhotographyBack to Top
Texas Tech offers a wide range of options for designers who require photographs for TTUHSC, system, or university publications. This archive currently contains transparencies and digital images in both black-and-white and color. It is regularly replenished with photos of locations, activities and events taken by Texas Tech staff and contract photographers working on behalf of the health sciences center and the university. To review and obtain images that are right for your marketing and communication needs contact Neal Hinkle at Medical Photography at Neal.Hinkle@ttuhsc.edu or call (806) 743-1366.
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.
It is also necessary for university photographers or outside contract photographers to be aware of the need for models or props, 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.
IllustrationsBack to Top
Illustrations illuminate concepts and information in a way that's easy to digest and understand. In general, the primary visual presentation of TTUHSC 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.
Copyright, Usage Rights and LimitationsBack to Top
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 health science center photographers or university photographers are the property of the TTUHSC or Photographic Services, 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 Texas Tech University System Board of Regents. Photos 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 Medical Photography Unit, the Office of Photographic Services or the original creators.
The Health Insurance Portability and Accountability Act (HIPAA) is a federal law that requires privacy and security of protected health information. Protected health information is individually identifiable health information, which includes, but is not limited to, the names of patients and full-face photographic images and any comparable images. If the video or photography subject is a TTUHSC patient, the subject must complete a HIPAA authorization for release of patient information form, as well as a release for media purposes. Completed forms will be maintained by the TTUHSC Office of Communications and Marketing.
If the video or photography subject is not a TTUHSC patient, a release for media purposes must be completed and obtained from the subject. Additional releases may be required depending on the circumstances.
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, owner or model. If compensation is anticipated, in lieu of a release for media purposes, appropriate contractual arrangements must be made prior to making any commitment.
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.
USE OF STOCK PHOTOGRAPHY BY AGENCIES: LEGAL LIABILITY FOR VIOLOATIONS OF COPYRIGHT AND USAGE RIGHTS.
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. To obtain clarification about specific photography or talent usage rights issues at TTUHSC, contact Neal Hinkle at Medical Photography at Neal.Hinkle@ttuhsc.edu or call (806) 743-1366.
Further information on photography/image questions (copyright, usage, and liability) will be provided shortly on this site.