Generative AI and Calvin Visual Identity Guidelines
Table of Contents
Purpose
Generative AI can be a useful tool for creative exploration and production. These guidelines establish expectations for using AI in marketing and communications that represent Calvin University. All AI-assisted visual content should align with Calvin’s AI policy and Calvin’s brand standards, visual identity, institutional values, and commitment to authentic representation.
Scope
These guidelines apply to faculty, staff, departments, offices, teams, and student organizations creating official University communications. They also apply to external agencies, vendors, sponsors, partners, and other third parties creating materials that use or represent Calvin University, its brand, or its community.
The guidelines apply to visual content created for:
- Print and digital publications
- Websites and social media
- Email communications
- Advertising and promotional materials
- Presentations, posters, signage, and displays
AI-Generated Visual Content
Use authentic Calvin photography or approved University assets whenever the visual represents Calvin’s people, campus, facilities, events, programs, or student experience. AI-generated imagery may be used only for clearly nonliteral concepts that cannot reasonably be photographed or represented with an existing asset, such as an abstract idea, imagined future scenario, or obviously illustrated metaphor. AI-generated imagery should not be used merely for convenience, speed, or to replace available authentic photography.
Authentic Calvin Photography
When a communication calls for an authentic representation of Calvin, use real photography whenever possible. Calvin photography is available at gallery.calvin.edu.
AI-generated people should not be presented as actual members of the University community.
Similarly, AI-generated images should not be presented as authentic photographs of Calvin’s campus, facilities, events, or community.
Calvin Logos and Brand Marks
Official Calvin logos, marks, seals, mascot artwork, and other brand assets should never be recreated or modified using generative AI.
Because AI tools can distort or inaccurately reproduce established visual marks:
- Use approved Calvin files whenever an official logo or brand mark is needed.
- Follow all existing requirements for logo placement, size, color, clear space, and other brand usage.
- Do not ask AI tools to create or recreate Calvin logos, marks, seals, or mascot artwork.
- Do not upload official Calvin brand assets to generative AI tools for recreation or modification.
Transparency
AI-generated imagery that follows the above guidelines should be identified when used to avoid it being mistaken for authentic photography or documentation.
Possible disclosures include:
- “Image created using artificial intelligence.”
- “AI-generated conceptual illustration.”
- “Illustrated with Gemini AI.”
Responsible Use
Anyone using AI to create visual content for Calvin is responsible for reviewing the final work before publication and ensuring that it complies with these guidelines and all applicable University policies and laws.
Brand Resources and Oversight
The creative team of the Marketing and Communications division maintains Calvin’s Visual Identity Guidelines and may provide guidance or request changes to AI-generated content used to represent the University.
Questions about AI-generated visual content, Calvin’s visual identity, logos, or brand marks should be directed to the Director of Creative at marketing@calvin.edu.
These guidelines may be updated as AI technology and institutional standards continue to develop.