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.

The 4 pillars of Atlas Copco Group images

Lets start of with the 4 pillars of images for Atlas Copco Group. Always keep these foundational things in mind for photoshoots and when selecting images to upload in galleries and similar. 

Depth of field

Make sure to add depth of field in the image to create a strong sense of depth and dimension, giving the image a layered and immersive feel rather than appearing flat. 

Lighting

Good lighting sets a positive tone, looks professional and makes working with the images easier. A natural, warm light is preferred.

A clear subject

Contrast between the main subject and the background/foreground helps the eye interpret the image. Use clean backgrounds (no clutter) and contrast in color and/or lighting to achieve clarity.

Free space

Keep in mind that images should be able to be cropped in various ways for different use cases. The composition should include substantial margin space around the subject, allowing for easy adaptation to different aspect ratios.

General image guidelines

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

General

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

Specific

  • 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 shots of people in action. Avoid busy images or backgrounds, and never use cut-out images.
  • Light and contrast: Utilize a wide range from dark to light tones. A clear source of light is not 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 and does not blend into the background. Provide a broad perspective.

Composition

While the objective is to achieve consistency across Group photos, the mood can change depending on the requirement. While communicating reliability for example the choice would a more static composition, while a more dynamic composition would be suitable for communicating drive, leadership and a love for challenges. Overall, our images must come across as authentic and inspiring. 

Angles and orientation

For most requirements, we recommend eye-level shots rather than low-angle shots or high-angle shots, as eye-level shots create the best emotional connection with the viewer. However, there could be cases where low angle shots are used to create a sense of dramatic importance. Aerial shots would be captured in drone footage of a large team. Ensure that you capture the same subject not only in multiple angles and positions, but in both landscape and portrait orientation.

Stock photos and AI

The general rule is to not use stock photos of people. Regarding AI-generated images, see rules for AI.

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.
  • 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.

Categories

Images are critical to communications for Atlas Copco Group. Consistency is expressed through the tonality of each image. Images will fall into any one of the three categories defined here and will conform to the defined guidelines, treatment and usage.

For the right impact, we recommend professional photoshoots.

1. Technology and innovation

A person in protective gear precisely inserting a component into a machine

Technology and innovation images provide a visual representation of our brand personality as "the visionary technology leader".

2. People in focus                   

Selfie style group photo.

People in focus images are used to highlight people and life at
Atlas Copco Group.

3. Society and environment

Technicians looking ahead in front of field of solar panels with wind turbines in the background

Society and environment images are used to showcase our impact and presence in the world.

4. Illustrations and icons                                    

Man looking out with a telescope.

Illustrations and icons offer a good break from visuals and content, and our illustrations can be used intermittently as per the requirement. Mostly these illustrations will be used in presentations and digital web pages.

1. Technology and innovation images

Images showcasing our technologies, sending the message ”Technology that transforms the future” and reflecting our brand personality ”The visionary technology leader.”​ While people feature, the main subject in the images are our technologies in their environment (or staged recreations of those environments). 

Examples of technology and innovation images

Technician in white lab coats inspecting a small item in the laboratory
Colleagues in conversation.
A person in protective gear precisely inserting a component into a machine
Service technician working on machine.
Polished, multi-bladed industrial impeller with curved blades.
Group of employees taking a look at the K-Flow flow drill.
Photo for John Munck award 2026
Engineers at work,BH, Burgess Hill, Factory, GTC
Employee working on the shop floor.

Sub-categories of technology and innovation

We have further divided the technology and innovation images into the following sub-categories:

Group of employees taking a look at the K-Flow flow drill.

Technology in action

Polished, multi-bladed industrial impeller with curved blades.

Conceptual and close-up

Usage guidelines for technology and innovation images

  • Technology that even at a glance to the untrained eye looks innovative and gives a wow-factor.​
  • Technology is the focal point, people are secondary for this category.
  • The backgrounds are real, clean and relevant to the technology. ​
  • Aim for inclusion and diversity – to reflect a global Group. Also if more than one person is included in an image, preferably include a mix of men and women.​

2. People in focus images

Showcase our culture built on trust, opportunity and a drive for a better way. Images can come from any kind of workplace within the Group, such as in the office, in the field and on the factory floor. Learn more about employer branding and our employee value proposition.

Examples of people in focus images

Selfie style group photo.
A middle-aged employee standing and smiling.
A woman looks up at the camera smiling, seemingly sharing a light-hearted moment with some colleagues. ​
Students conversing while walking in office lobby while others interact at the reception area. A modern office environment with engaging and collaborative atmosphere.
Colleagues smiling at eachother while working.
Two men in conversation.
Employees discussing in front of a piece of equipment in the innovation center
A group of five employees pose for a cheerful selfie near a window inside a workplace setting
Employees posing for camera behind equipment

Sub-categories of people in focus

We have further divided the people in focus images into the following sub-categories:

Students conversing while walking in office lobby while others interact at the reception area. A modern office environment with engaging and collaborative atmosphere.

Workplace imagery 

A middle-aged employee standing and smiling.

Portraits

A group of five employees pose for a cheerful selfie near a window inside a workplace setting

Selfie style

Learn more about workplace imagery and selfie style images in the employer branding section.

Usage guidelines for people in focus images

  • Candid shots of employees within their authentic work environments (such as the office or factory floor), avoid images that look staged (portraits being the exception).
  • Reflect the collaborative energy of the organization.
  • The feeling should be positive.
  • Please aim for inclusion and diversity – to reflect a global Group. Also if more than one person is included in an image, preferably include a mix of men and women.​

3. Society and environment

Showcase our presence and how the Group makes a positive impact on society and the environment. 

Examples of society and environment images

Woman employee with a dog in front of lake
Technicians looking ahead in front of field of solar panels with wind turbines in the background
Long empty road leading through a rugged landscape under fading daylight.
Atlas Copco Group sign on a building
Sunset in Sweden.
A woman at an EV car charging station plugging in the charger.

Subcategories of society and environment images

We have further divided the society and environment images into the following sub-categories:

Atlas Copco Group sign on a building

Locations

Technicians looking ahead in front of field of solar panels with wind turbines in the background

Industry and application

Sunset in Sweden.

Landscape

Usage guidelines for society and environment images

  • When illustrating anything related to sustainability, make sure to keep the images focused on our technology and the impact we have on society.
  • Choose images that are relevant to the content you are creating around Atlas Copco Group, avoiding plain images that do not contribute to building our brand.
  • When depicting landscapes and industries where we make a difference, sometimes it is difficult to find or produce images that we own. If needed, it is ok to use stock images for the landscape, and industry and application subcategories.