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Image style

In the same way as Lund University has profile colours, we also have a profiling image style. It is a visual language that helps to differentiate us from other higher education institutions. Whether you hire a photographer or take pictures yourself, the photographs should always follow the image style. Here we explain what types of photographic subjects you should strive for and what feelings the subjects should communicate to the viewer.

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:

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. 

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.

Go to Lund University’s Image and Media Bank

Documentary feel

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.

Documentary feel.
Strive for images with a documentary feel.

Sunny haze and warmth

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.

Sunny haze and warmth
Strive to use images with a sunny, hazy effect and warm tone.

Short depth of field

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.

Short depth of field
Short depth of field means that a certain part of the image is in focus while the rest is blurry.

Minimisation of detail

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.

Minimisation of detail
Work with clear images with a background which is not too busy.

Variation and dynamism

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.

Variation and dynamism
Create variation and dynamism by allowing your images to complement one another.
Page Manager:


Branding Office, Corporate Communications

grafiskprofil [at] kommunikation [dot] lu [dot] se

Nina Ransmyr
Communications officer
nina [dot] ransmyr [at] kommunikation [dot] lu [dot] se
+46 46 222 03 20

Anna Johnsson
Communications officer
anna_v [dot] johnsson [at] kommunikation [dot] lu [dot] se
+46 46 222 70 21

Petra Francke
Communications officer
petra [dot] francke [at] kommunikation [dot] lu [dot] se 
+46 46 222 03 16

Telephone: +46 (0)46-222 00 00 (switchboard)
Mailing adress: Box 117, 221 00 Lund, Sweden
Invoice adress: Box 188, 221 00 Lund, Sweden
Organisation number: 202100-3211

Site manager: staffpages [at] lu [dot] se

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