Photography plays a central role in how the IAFF shows the job and the people behind it. Our images should capture the reality of the fire service – the conditions, the work, and the moments that define it.
Every image should feel authentic. If it feels staged or disconnected from the job, it doesn’t meet the standard.
What we show
ACTION
This is the core of our brand. We use photography to reflect the realities of IAFF members' work.
Images should show fire fighters actively engaged in the work – fire attack, search, overhaul, EMS response — in real conditions. That includes smoke, water, debris, and low visibility. Moments should feel unfiltered and in progress, not staged for the camera. Gear should be worn correctly, and tools should used properly.
PEOPLE
Photos should reflect the humanity of those who do the work – and the dignity of those kept safe by our members.
Images should feel natural and minimally directed, captured in real environments like the station, on scene, or at an IAFF event. Expressions should be authentic — not posed for the camera. Avoid studio-style headshots, unless for official presentation purposes.
COMMUNITY
These images should reflect the connections that come from the job — both with the communities fire fighters serve and within the fire service itself.
Moments should feel natural, whether at a scene, at an event, or at home. Emotion should come through without being staged or exaggerated. Avoid images that feel overly sentimental or created for the camera.
BLACK & WHITE
Black and white photography should be used selectively to emphasize intensity, contrast, and the weight of the moment. It works best for in-action scenes where color adds little or becomes a distraction.
It should not be used for general coverage, routine events, or community-focused imagery.
Photo Library
The Communications Divison maintains a library of images that meet IAFF brand standards. These photos can be used by IAFF divisions for IAFF communications and marketing efforts. All other uses, including from outside IAFF Headquarters, require permission from the Communications Division.