Guidelines on the use of images and illustrations for communication purposes

Introduction

Photographs, illustrations and moving images are important information carriers in Uppsala University’s communications. By choosing images of high quality, authenticity and relevance, you help to strengthen the image of Uppsala University as a world-leading academic institution.

The guidelines aim to ensure that the use of photographs, films and illustrations in the University’s activities is in line with the University’s values and objectives.

The guidelines apply to all photographic material, videos, films and illustrations used in print, on digital platforms and in marketing and communications.

Tonality and imagery

A conscious choice of images enhances identity and recognition and gives the University a more distinct profile. The guidelines are designed to support the selection and production of images and films and are derived from three areas:

• authenticity and topicality
• diversity and representation
• activity and engagement

Authenticity and topicality

Uppsala University has environments and buildings that create identity. Any physical settings shown should be from Uppsala University, either in Uppsala or in Visby.

People depicted and participating in images and films should be students, researchers and employees at Uppsala University. If you are using images from a stock agency, try to use photos taken in Sweden.

When producing or ordering material, it is important that the motif feels contemporary and topical. For this reason, photographic material containing motifs showing people and environments should be a maximum of three to five years old. Photos of students should be as recent as possible, and no more than three years old. Contexts that demand historical images are of course an exception.

Images may need to be verified to ensure that what is depicted represents what is being referred to. An incorrect picture or illustration can affect the University’s credibility.

Images and films should add something to the communication, such as signalling values or concrete information. It may not be possible to capture everything in a picture. The message can also be conveyed by the heading and caption. You can also combine several images.

Diversity and representation

The overall impression made by our photographs, illustrations and films should reflect the University’s commitment to attractive, open and inclusive study and work environments. This contributes to the goal that all people should feel welcome as students and employees at Uppsala University regardless of gender, transgender identity, ethnicity, religion, belief, disability, sexual orientation, or age.

Activity and engagement

In our visual material, we aim to showcase the University’s efforts and contributions towards a better world. Therefore, give some thought to choosing images that as far as possible show actual activity in research and teaching environments, for example. Avoid buildings and environments devoid of people.

AI-generated images

In some cases, AI-generated material can be used for collages or to adapt images to different formats. Generally speaking, since Uppsala University strives for authenticity in its communications, it is not appropriate to use AI-generated images in communications and marketing.

When, in spite of this, AI-generated material is considered justified, it must be clearly indicated that the image was created using AI, how AI was used and who owns the copyright to the image.

Illustrations

In some cases, an illustration can be used instead of a photograph.

Strive for:

• Exclusive illustrations created for a specific purpose.

Avoid:

• Decorative illustrations that do not reinforce the message.
• Illustrations of generic or low quality.

Image selection checklist

Strive for:

• Authenticity – does the image feel authentic?
• Topicality – images more than five years old can send the wrong signals or feel outdated.
• Activity – does the image have a clear activity and is it relevant?
• Clear focus – work preferably with a short depth of field.
• Variety – faces do not always have to be visible.
• Clothing, hair – contemporary styles.

Avoid:

• Visual metaphors – Uppsala University is an international place and metaphors are easily misunderstood.
• Arranged images – artificial images that do not feel authentic.
• Cluttered backgrounds – the image should have a clear focus.
• Images as decoration – images should be relevant and add something in the context.
• Image manipulation – do not use image montage, retouching or filters to change the content of an image.

Copyright and privacy

Anyone ordering or using images or music is responsible for ensuring that they are allowed to be used for the intended purpose and that no person is depicted against their will. Unless otherwise agreed, the photographer or illustrator is the owner of the image for economic purposes and unauthorised publication may constitute a copyright infringement and lead to damages.

In the case of photographers contracted by Uppsala University, the conditions of use are specified in the framework agreement. You can find the conditions of use in the framework agreement database administered by the Procurement and Purchasing Office, on the staff website.

If you buy images from stock agencies or use free images downloaded from the internet, you are responsible for ensuring that the conditions of use are met before publication.

Always credit the originator/photographer

In connection with photographs published on the University’s website or in printed media, the name(s) of the photographer(s) must always be indicated as follows:

Photo: Name Surname, Stock agency or,

Photo: Stock agency X.

If the photographer is employed or contracted by Uppsala University:

Photo: Name Surname, Uppsala University.

If it is an illustration/drawing/unique map or similar that is published on the page, state:

Illustration: Name Surname, Illustration agency.

Multiple photographs merged into a montage are credited as follows:

Photo montage: Photographers’ names.

Images and illustrations produced using AI technology are labelled as follows:

AI-generated image.