Graphical elements

This section outlines the visual components used across employer branding materials, including the Group EVP logotype, geometric icons, and photography. The following guidance explains how each element contributes to a cohesive visual identity, with usage recommendations, visual intent, and creative boundaries to support brand consistency across all formats.

Group EVP logotype

The Group EVP logotype is a version of the Group logotype, altered for use on a peach background. It follows a stacked arrangement with "Atlas Copco" in teal, "Group" in white, and the Group tag in gold. Alternatively, you can use the Atlas Copco Group logotype against the teal box for employer branding purposes. However, it must be noted that the Group EVP logotype cannot be used against the teal background.

Refer to the photoshoot manual for more detailed guidelines.

Group EVP logotype with stacked Atlas Copco in teal and Group in white on a peach background

The free space is defined by the height of the letter "r" in the word "Group," as present in the logotype. Other images, text or graphical elements must not interfere with this free space. The Group EVP logotype must be clearly visible, and free space makes it more noticeable. The larger the free space, the greater the visual impact.

Free space

Group EVP logotype with clear space based on the height of the letter r in Group on peach background

Minimum size

To ensure the logotype maintains legibility at all sizes, a minimum size has been defined for both print and digital applications. In print applications, the logotype must not be less than 25 mm in width, and in digital applications, the logotype must not be less than 100 px in width. These limits must be observed when scaling down or fitting a logotype to a restricted area.

Minimum width indication for Group EVP logotype in print
Minimum width indication for Group EVP logotype in digital use

Minimum width in print: 25 mm

Minimum width in digital: 100 px

Incorrect use

The Group EVP logotype is the signature for employer branding communication. The logotype must not be changed or tampered with in any way. Always use the original artwork in the given proportions. Only approved original can be used for reproduction. Any use of the logotype must be in accordance with the visual guidelines detailed in this document.

Incorrect use of Group EVP logotype placed on a non-approved background color
Incorrect use of Group EVP logotype with interchanged colors
Incorrect use of Group EVP logotype with distorted proportions or layout

Do not place the Group EVP logotype on the background of any color other than peach and teal.

Do not interchange the colors inside the Group EVP logotype.

Do not stretch, skew, alter the dimensions, or apply effects such as drop shadows to the Group EVP logotype.

Incorrect use of Group EVP logotype with stacked arrangement altered
Incorrect use of Group EVP logotype with placement directly on an image

Do not alter the stacked arrangement of the logotype, for example, by placing "Group" on the same line as "Atlas Copco.”

Do not use the Group EVP logotype directly on images.

Geometric EVP icons

The geometric EVP icons are derived from the master brand's visual language and reinterpreted to represent curiosity, discovery, and collective progress. Each geometric form carries its own meaning. These icons, more than mere decoration, serve as thoughtful, intentional, and symbolic sparks of innovation.

Geometric EVP icons in a portrait layout
Geometric EVP icons in a square layout
Geometric EVP icons in a landscape layout

Geometric EVP icons usage guidelines

  • Use icons sparingly to maintain visual clarity and balance.
  • Include 5–8 icons per composition, ensuring no icon is repeated more than twice.
  • Do not recreate icons. Always use the shared SVG/EPS files provided.
  • Never change icon colors—use them exactly as provided to maintain consistency.
  • Never place icons over faces. If needed, mask the icon so it appears behind the subject to preserve visual integrity.

Images

Selfie-style imagery

Selfie-style photography is a primary visual style used in employer branding. It spotlights Atlas Copco Group employees as the driving force behind innovation and collaboration. It provides a personal, authentic, and engaging visual representation of the company culture while reinforcing the theme of "Uniting curious minds”.

Examples of selfie-style imagery

Employee taking a selfie at their coding workstation
Woman employee taking a selfie with colleagues during a team meeting
Employee taking a selfie with colleagues in a bright indoor workspace
Woman employee taking a selfie on an outdoor work site
Employee in safety gear smiling confidently at an indoor site

Note

We prefer that hands and arms are not prominently featured in the photographs. 

Workplace imagery

Beyond selfie-style images, employer branding visuals can include more immersive, candid shots of employees within their authentic work environments. These images help reflect the culture, spaces, and collaborative energy of the organization.

Woman employee presenting in a team meeting
Woman employee in safety vest holding a laptop
Woman employee in discussion with colleagues
Smiling male employee in safety gear at an outdoor worksite
Employees seated in a meeting room with one employee standing by the screen

Note

Always secure image usage rights and permissions and ensure that photos and videos are compliant with legal requirements as well as national and international data privacy laws.

Don'ts

When using images in various employer branding communication material, please observe these restrictions to ensure consistency and quality in our communication.
 

  • Do not distort, stretch, or change proportions of the image.
  • Do not overlap graphical icons over the faces.
  • Do not blur the image.
  • Do not use out-of-focus 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.