Visual language

Profile-building images are primarily used as cover images with high visual presence. They should have a clear attitude and connect with the viewer through personal portraits or well-thought-out image solutions. The images should contribute to the content, not serve as decoration. The image style can be artistic rather than documentary, with deliberate lighting, simple compositions and unexpected angles.

Environmental images show people, activities and environments in Malmö University's buildings and premises. The imagery should be characterised by curiosity and playfulness, which is achieved through interesting compositions, unexpected perspectives and well-thought-out angles. The aim is to convey a lively and dynamic image of everyday life and activities at the university.

Detail images are genre images that can be used for various purposes in our communication. The images should preferably include human interaction and be open to multiple interpretations. The images show people, events and situations in environments relevant to our activities. They do not have a strong personal focus, which means they can be used in a variety of contexts.

Research images depict the various research environments at Malmö University. They are taken in natural situations to create a sense of participation and reflect research as a process rather than individual events. The images are authentic and arouse interest through the choice of perspectives and angles.

Study environment images depict student life inside and outside the classroom. They convey an authentic and welcoming image of studying at Malmö University and show diversity, activity and interaction. The images reflect the modern and urban university and allow the viewer to feel part of the environment.

In our portrait photos, the surroundings play an important role. The environment should provide context for the person and create interest for the viewer. The photos can be creative and artistic. We avoid centring the subject or placing them in front of a backdrop or natural background.

Malmö images show different parts of green and urban Malmö. The images reflect life and movement, society and people's everyday lives. The motif is not staged. The environment may include industrial and urban details that capture Malmö's uniqueness.