Guidelines for images and photos
Photographs and illustrations have an essential role in communication with our target groups. By consciously choosing photos and images we shape our identity and recognisability, giving Uppsala University a clearer profile.
This page will be updated with new guidelines during spring 2024.
Photos taken in Uppsala environments
Use photos taken in Uppsala environments – as far as possible. The people shown in photographs should be our students and employees. When you need to use stock photos, try to find photos taken in Sweden that have a natural feel.
Use new photos
Photos which include people should not be older than five years, but try to use photos taken in the last two years when producing / updating materials so they can be used for a few years without becoming too old.
Include people
Include the diversity of gender, gender identity, ethnicity, religion, impairments, sexuality and age so more people can feel welcome at the University.
Other important things to think about
- A good photo has a clear focal point. Try to use photos of people with shallow depth of field (with an ouf of focus background).
- The image must bring something to the communication, such as clearly chosen values or specific information.
- Avoid using metaphors in images. Uppsala University is an international environment, and metaphors are easily misunderstood.
- It might not be possible to capture everything in one picture. Other messages can be conveyed through headings and texts. It is also possible to combine several images.