PHOTOGRAPHY & ARTWORK The AAC uses images which are clean, natural, of professional quality, and with minimal post processing. We seek to accurately portray climbing, the climbing community, and the natural environment and over-baked, over-saturated, or otherwise over-the-top processing is avoided. Additionally, while maintaining the AAC brand, images and artwork should work to tell the story of AAC membership, including membership diversity within age, gender, race, and climbing discipline. a AAC member Andrea Sassenrath a AAC member Christian Pondella a AAC member Craig Muderlak a AAC member Forest Woodward All photography/artwork must be by American Alpine Club members and credited appropriately (see page 9). The exceptions to this rule are rare instances when the emphasis is not on the photo/art, but on a story about an AAC member or initiative. For example, in an editorial article about a Club member, a non-member photograph complementing the story is allowable. a AAC member Jeremiah Watt a AAC member Krystle Wright a AAC member Ken Etzel a AAC member Austin Siadak AAC BRAND GUIDE 7