Accessibility guidelines

Visual identity ͏

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Visual identity

Images

When developing or editing imagery, we want to convey the Group message: Technology that transforms the future. This means showcasing how we develop leading technology through innovation, interaction and commitment. We also want to highlight diversity by featuring people across genders, cultures, age groups, and appearances.

Facets of the Group personality: collaboration, innovation, inspiration, commitment etc.

Core images

Core images must inspire and embody a specific set of characteristics: confidence, a spirit of innovation, passion, commitment, positivity and inclusivity, collaboration and compassion. This should inform the imagery for this category (both factual and conceptual) which would cover Group-related topics including: mission and vision, innovation and ideas, technology, sustainability, CSR, people-related initiatives (HR/EVP/talent acquisition), events, press releases and promotions.

Core imagery shows:

Our people*:

Our people and advanced technology
Our people in action
Confident employees
Passionate people

The future of society
Actual locations
Anything else related to the Group

Core imagery is:

Captivating
Functional / informative
Future-positive

*People (employees in action, but also culture and studio shots)

Examples of core images

Technological solutions

Research and development

Passionate people

Core images sub-categories

We have further divided the Core Images into the following sub-categories:

Technology and Innovation

People

Portraits

Places

Conceptual

Usage guidelines for core images

The following general and specific guidelines will help us create / curate images that reflect the Group's core focus and shape our communication.

General

Clean, uncluttered background
Positive emotions
Diversity wherever possible with regard to gender, age and ethnicity
Action or activity (portrait shots being an exception)

Specific

Color tone: Go for teal (in different tints, tones or shades) to achieve our signature color tonality.
Storytelling: Use a narrative that conveys an impactful story. Convey a genuine feeling and capture spontaneous moments. Settings can be anything from city and urban life to countryside and nature. When portraying scenes that indirectly affect people’s lives, such as nature imagery, human presence is not necessary.
Human presence: Build a strong connect with our audiences by using candid shots of people. Close in on the people portrayed, but make sure to capture the context and environment. Avoid busy images or backgrounds but never use cut-out images.
Light and contrast: Utilize a wide range from dark to light tones. A clear source of light isn't limited to natural daylight. It can come from headlights, street lamps or other adequate sources of light.

Composition: Make sure that the set-up is natural and well-lit and that the main subject is in focus. Provide a broad perspective and allow the picture to highlight the customer benefit effectively.

Diversity

Storytelling

Composition

Action

Note:

These guidelines are applicable to stock photo purchases as well as in-house photo shoots.
These guidelines for image tonality apply to videos as well.

Tonality for core images

Our primary color, Atlas Copco Group teal, will be the distinctive tonality defining of all core photos. This will be achieved in post-production and not in-camera. Avoid high saturation. Retain natural colors and tones when it comes to body/skin. Props/objects colors can be muted/edited to achieve a good mix of colors.

Image example

Incorrect/imbalanced cooler and warmer tones

Here is an example with a good balance of cooler (teal) and warm tones.

It is important to retain the natural skin tones as well as the colors of other surrounding objects while still adding a distinctive teal character.

Color composition for core images

Go for teal (in different tints, tones or shades) to achieve our signature color tonality. While the final tonality will be achieved in post-production (not in-camera), when setting up shoots plan for the addition of items in teal to the backdrop either by way of props, backdrops or clothing.

Light backgrounds

Dark backgrounds

Note:

To achieve a consistent tone across all images, seek professional help in post-production prior to publishing.
These guiding principles for image tonality apply to still images as well as videos.

Commercial images

Commercial images must embody a specific set of characteristics: a spirit of collaboration, commitment, and customer-centricity. These characteristics should inform the imagery for this category which will focus on commercial themes that relate to products, including product applications and promotions, as well as acquisitions and brand promotions.

Commercial imagery shows:

Brand stories
Acquisitions
Products and innovation
Global and industry-wide presence

Commercial imagery is:

Energetic
Impactful

Usage guidelines for commercial images

General

Clean, uncluttered background
Positive emotions
Diversity wherever possible with regard to gender, age and ethnicity
Action or activity (portrait shots being an exception)

Specific

Color tone: Retain the original colors of the brand image. Do not apply the teal effect to brand images
Branding: Retain branding/brand logos on the images of the respective brands
Storytelling: Use a narrative that conveys an impactful story
Human presence: Build a strong connect with our audiences by using candid shots of people

Historical images

Historical images must embody specific characteristics: authenticity, commitment and positivity, the unified spirit, important milestones and the Group's geographical and industrial expanse. These characteristics should inform the imagery for this category which would focus on key historic developments, insightful captures, people and society in the context of our contributions.

Usage guidelines for historical images

Use the images as is, as these are historical collections
Do not change the color or unique quality of the images
Do not add any new tint

Examples of historical images

Don'ts:

While using images in various communication material, please observe these restrictions to achieve consistency and quality in our communication.

Do not add tints, tones or shades (except in post-production to achieve the teal tonality)
Do not distort, stretch or change proportions of the image
Do not blur the image
Do not use out-of-focus images
Do not flip people images
Do not use fades in the images
Do not use color gradients on the image
Do not use dark images with no source of light
Do not create a collage/merge multiple images

What to avoid

Color tints

Distortion

Blurring

Out-of-focus

Faded effect

Color gradient

Darkened image

Collage of multiple images

Download the photoshoot guide