Visual Identity
Photography
Photography Overview
As the Ally, Veracyte is a warm, humble, and optimistic brand. Our photography should reinforce these characteristics as it's used throughout our communications. Our primary photography highlights our collaboration as an Ally by showing genuine human connections, emphasizing interaction between people. In support of this, our secondary photography will feature more heroic portraits and moments.
Photography Categories and Subjects
Our photography style is curated to reflect our brand values and role. The three distinct styles—collaboration, detailed action, and heroic portraits—showcase the various ways we serve our clients.
Collaboration
Highlights genuine human connections, emphasizing interaction between healthcare providers, and between providers and their patients.
Detailed Action
Focuses on the precision involved in diagnostics, showcasing the hands-on dedication behind delivering reliable results.
Heroic Portraits
Portrays confident, empowered individuals, reflecting the optimism that comes from working with Veracyte.
Patient-focused
Portraits of people should be bright, uplifting, and warm. These portraits should capture real humans who look natural and comfortable in their environment.
Clinician-focused
The providers and workers in our photos should display confidence and convey a sense of empowerment. These images should focus on realistic patient-physician relationships.
Veracyte employee-focused
Images in the lab or office should use natural lighting that enhances warmth and connection. Where possible, choose unposed, candid interactions that showcase trust and empathy.
Photography Misuse
While professional and contextually representative, avoid images that lean toward a more formal and clinical aesthetic that can feel less personal.
Watch Outs
- Bright, sterile environments that look staged
- Posed or formal compositions with less spontaneity
- Emphasis on medical equipment
- Group shots
- A focus on the technical aspects of healthcare rather than human interactions
- Imagery where the subject looks sad or discouraged
Posed clinician group shots
Subject looks sad or discouraged
Bright, sterile environments that appear staged
While professional-looking, lacks emotional connection
Dark and potentially intimidating imagery of healthcare
Overally staged medical equipment
Have Questions?
If you have questions about the guidance given here, please contact brand@veracyte.com.
Last Updated
February 12, 2026