At Michigan Tech, our strongest visual asset is our people. Our students, faculty, researchers, and campus environments tell a story that no stock image can fully replicate. While stock photography can be a helpful tool, it should never replace authentic visuals when real, relevant Michigan Tech imagery is available.
This guide is meant to help you decide when stock images make sense, how to choose them well, and why authenticity matters so much to our brand.
Start With What We Already Have
Before searching for stock, check whether Michigan Tech already has photography that fits your needs. Our PhotoShelter library includes a wide range of campus life, academics, research, events, and seasonal imagery that reflects our real community and spaces.
To get the best results, make sure you log in before you start searching. Logging in gives you access to the full, internal collection and ensures you’re seeing all images that are approved for University use. You can also review our Photo Database Instructions for additional support in navigating our library.
Using our own photography and videography helps maintain a consistent, credible look across the University. It also ensures prospective students, families, and partners are seeing the real Tech, not a generic version of campus life that could belong to any institution.
If you’re not sure where to find what you need in PhotoShelter, reach out to the Studio Team at University Marketing and Communications. We can help find images you may not know exist or connect you with a photographer if new content is needed.
When Stock Images Make Sense
Stock photography can be a good solution when:
- you are illustrating a broad, conceptual idea, such as abstract technology, data, or general business themes,
- the content is informational and not meant to represent Michigan Tech directly, such as background textures or diagrams, or
- a specific photo would be impractical or impossible to capture, such as highly specialized equipment or generalized industry scenarios.
In these cases, stock should support the message in a clear way without attempting to represent our campus, students, or faculty.
How to Choose Stock That Feels Credible
Not all stock images are created equal. When you do use stock, look for visuals that feel natural, understated, and human. Avoid images that look overly staged, exaggerated, or too polished. These often read as “fake” to viewers and can quietly hurt brand trust.
Ask yourself a few simple questions:
- Does this look like a real moment?
- Would this image feel out of place next to our campus photography?
- Does it support the story, or distract from it?
The best stock images blend in. They do not call attention to themselves.
If you choose to use stock photography in your marketing work, don’t forget to follow best practices for responsible stock photography documentation.
Reasons to Avoid AI-Generated Imagery for Campus and Students
AI-generated images are becoming more common, but they present real risks when used to represent Michigan Tech. Images that look similar to our campus, our students, or our classrooms—but are not real—can be misleading to audiences and damaging to our credibility.
Prospective students and families expect to see the real experience, not a simulated one. If they discover that a “student” or “lab” is AI-generated, it can hurt trust and reflect poorly on the University’s authenticity and transparency.
AI imagery may be appropriate for abstract concepts, design elements, or illustrative backgrounds, but it should never be used to portray people, places, or experiences as if they are part of Michigan Tech.
Our Visual Standard
Every image we share reflects on the University as a whole. When in doubt, choose authenticity. Use our campus, our people, and our spaces whenever possible. When stock is needed, select it carefully and responsibly so it supports our story.
If you ever want a second opinion or help sourcing the right visuals, UMC is here to partner with you. Email umc@mtu.edu.