Guidelines on the use of images and illustrations for communication purposes
By reflecting our activities in a credible manner, we help to strengthen Uppsala University's brand. The guidelines are intended to help us communicate strongly and consistently, with a focus on quality and credibility. Images should not be merely decorative, but should actively contribute to communication.
The guidelines apply to all photographic material, videos, films and illustrations used in print, on digital platforms and in marketing and communications.
Authenticity and topicality
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.
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.
Activity and engagement
Give some thought to choosing images that as far as possible show actual activity in research and teaching environments, for example.
Are you allowed to use the image?
Use only material where the conditions of use are met and always indicate the image owner.
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.
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.
In connection with photographs and illustrations published on the University’s website or in printed media, the name(s) of the photographer(s) and/or illustrator(s) must always be indicated.
Images and illustrations produced using AI technology are labelled as "AI-generated image".
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- Topicality – images more than five years old can send the wrong signals or feel outdated.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.
Illustrations
In some cases, an illustration can be used instead of a photograph.
Strive to use exclusive illustrations created for a specific purpose.
Avoid using decorative illustrations that do not reinforce the message or illustrations of generic or low quality.
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.
More information
The content on this page is an excerpt from the document Guidelines on the use of images and illustrations for communication purposes (information in Swedish - awaiting translation), which can be read in its entirety in Uppsala University's collection of policies and regulations.
Download and order photos and images
Consent, model agreements and copyright for photos and films