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Illustration style

FOR ILLUSTRATIONS, INFOGRAPHICS AND MOVING MEDIA

As part of the University’s graphic profile, there is a cohesive style for illustrations, infographics and animations. The style is mainly intended for moving media, e.g. in campaign films or explainer videos, but can also be used in printed and digital material if photographic images are insufficient.

The illustration style is an addition to the graphic profile and is, as far as possible, to be applied when illustrations provide added value to your communication. The aim of the style is to prevent the University’s productions from deviating too much – there is considerable value in the recipient recognising the sender. And, of course, it also saves time for those producing the material. 

In exceptional cases, there may need to be a departure from the style, for example in scientific and/or explanatory illustrations, diagrams and tables. Illustrations with a purely decorative purpose are always to be avoided to ensure that the University’s communication remains consistent. 

Further down on this page, read about things you are to bear in mind when the illustration style cannot be applied

For experienced designers

The style is only to be used by experienced designers and illustrators. Therefore, no templates or clip art are available. If, as an employee at Lund University, you want to use the style but do not possess design or illustrator expertise, you must always engage one of the University’s internal designers or procured external agencies. Even as a customer, it is important to know which components are included and how they are to be used. Therefore, read the guidelines below carefully before making an order. Also provide external agencies with the information on this page.

Style components and how they are to be used

The style is based on a collage technique using the following components:  

  • black and white clippings of copperplate and/or photographs
  • geometric shapes in the University’s profile colours with or without texture
  • vector lines in consistent thicknesses
  • background colour in the lighter profile colours

Black and white images

The black and white photographs or copperplate images are to be clipped so that the contour of the object is retained and surrounded by a clear white edge. Only greyscale images are to be used and should have a high contrast. 

Examples of black and white clippings of photographs and copperplate.
Examples of black and white clippings of photographs and copperplate. Click to enlarge the image.

Geometric shapes 

The geometric shapes are used to create dynamics and groupings in the composition. They are always to be in the University’s profile colours and can have a discreet structure to create extra depth in the image or if it links to the message of the illustration. 

Examples of how geometric shapes are used.
Examples of how geometric shapes are used. Click to enlarge the image.

Vector lines

Vector lines can be used to convey direction or movement, or to clarify/indicate the image’s content. However, these should be used sparingly in static images, as they actually add more in moving material. 

Examples of how vector lines are used.
Examples of how vector lines are used. Click to enlarge the image.

Background colours 

You select the background colours from the University’s profile colours in beige, pink, light blue, green or grey. They can either be used as they are or in 50% for a lighter palette.  

Read more about the profile colours

Examples of how the style is used in moving material

Contact

Do you need help to produce illustrations or animations that can provide added value in your communication?

Contact illustration [at] kommunikation [dot] lu [dot] se for more information, advice and price details. You can also contact: 

Catrin Jakobsson
+46 703 71 83 87

Frida Nilsson
+46 46 222 91 89

For further information about how the University’s production team works:

Go to the University’s production team page

Philanthropy Day.
Presentation film about LU Innovation.
About air travel and digital meetings.
About biodiversity in Skåne.

Examples of how the style is used in illustrations

Examples of how the style is used in printed material and social media.
Examples of how the style is used in printed material and social media. Click to enlarge the image.
Examples of how the style is used in images for websites, social media and podcast pages.
Examples of how the style is used in images for websites, social media and podcast pages. Click to enlarge the image.
Examples of how the style is used in Christmas cards.
Examples of how the style is used in Christmas cards. Click to enlarge the image.

Graphics and web accessibility

In accordance with the law on accessibility to digital public services, the information-bearing components are not to be distinguished solely by the use of colour coding. This means that if the style is used for infographics that contain tables, diagrams and similar, these must be distinguished by using textures or patterns, unless the information in the figures is clearly presented in some other way – such as via a text that provides exactly the same information. In moving material, the information in the figures can, for example, also be presented via subtitles or a voice-over.

Read more about how to create accessible content on the web accessibility pages

Things to bear in mind if the style cannot be applied

When the illustration style cannot be used, or when creating simple graphics in the form of tables and diagrams, the productions can look different but they are always to be in line with the University’s graphic profile. Bear the following in mind: 

Infographics

  • The name Lund University must always be present. 
  • Fonts: as far as possible, use Lund University’s fonts Garamond and Frutiger or the alternative fonts, Times and Arial. 
  • The foundations of graphics are always to be based on our profile colours, but can be added to if required. As the pastel colours (pink, light blue, light green, beige and grey) are too pale to be usable in infographics when displayed on many screens/projectors, a somewhat darker colour scale has been produced, see below. 
  • Diagrams and images generated in research contexts can be difficult to design in accordance with the graphic profile. They should in that case be reproduced as they are, but always in a profile-related framework.

Darker profile colours for on-screen infographics 

If you are using the Adobe package, there is a colour file (ASE file) containing darker blends of the profile colours that you can input directly into your program. If you need lighter nuances in your graphics, use the regular profile colours as they are or in 50%. 

Film and animated infographics

Use the outro provided (a short animated sequence featuring the Lund University main logotype that is placed at the end of your film) or alternatively conclude with the main or sub-logotype on a white background plate to clarify that the University is the sender.

  • If the film contains interviews, used the name badges provided. 
  • News agencies/media sometimes edit out the outro featuring the logotype. Therefore, it is a good idea to use the logotype in black or white in the top right corner to clarify the sender even if there is no outro. Use the templates provided and remember not to place other text or graphics over the logotype. 
  • Bear in mind that your video must comply with the law on accessibility to digital public services if it is published on the web. Among other things, it is important that you create subtitles for your video. 

Templates for outro, name badges and placement of logotype can be downloaded from the University’s image and media bank