The message of the images affects how we are perceived by the world around us. It is therefore important always to base your choice on the University’s image style when selecting a photo for printed material, a website or similar which represents Lund University.
Lund University’s images are to be characterised by:
- Sunny haze and warmth
- Documentary feel
- Short depth of field
- Minimisation of detail
- Variation and dynamism
In addition to these points, we also avoid cut out images in our work as a rule, as they can be difficult to manage from a layout point of view within the framework of our graphic profile and our grid template system.
Naturally, there are situations where the points above cannot be applied. It can be important for the image to show exactly what something looks like, such as images connected to specific research projects. In those contexts, the photograph is taken in a more traditional style.
Strive to use images with a sunny haze and a warm tone. Photographing backlit people and environments can be one way of achieving this effect. If the subject is of a more factual nature, such as research equipment, you should strive instead to bring out a warm tone in the image.
Sunny haze and warmth reinforce the feeling you get when studying, researching or otherwise working at our University – a feeling of belonging to a community with an optimistic outlook.
Strive for a documentary and natural feel in the images. Avoid images which seem arranged, remember to represent both younger and older people and use both colour and black and white images. Somewhat unpolished images which present a light-hearted and honest view of life at Lund University are welcome, as well as images which reveal passion and commitment to one’s work.
Choose images with a short depth of field, as far as possible. Short depth of field means that a part of the image is in focus while the rest is blurred. You can use this effect to minimise a busy background or highlight what is most important in the image – the person you want to portray, a building, a detail and so on.
Work with clear images with a background which is not too busy. Also try to minimise the number of details in the image – you don’t have to tell the whole story in one single image. Trimming an image is also a way of focusing on the essentials, but in that case, strive to ensure that the colours in the trimmed image are relatively homogeneous.
Looking at images which have all been photographed from the same distance and angle easily gets boring. Create variation and dynamism by instead allowing your images to complement one another – close-ups versus perspective, colour versus black and white, people and buildings versus details, older people versus younger and so on. In short, allow the images to reflect the University’s diversity.
We encourage you to upload your photographs in the Image and Media Bank, so that other people can access the material. Contact the Branding Office at Corporate Communications for help in doing this.
Branding Office, Corporate Communications
nina.ransmyr [at] kommunikation.lu.se
+46 46 222 03 20
maria.wendel [at] kommunikation.lu.se
+46 46 222 70 07
anna_v.johnsson [at] kommunikation.lu.se
+46 46 222 70 21