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.

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.

Core

Employee with VR goggles interacting with virtual controls.

Core images are to be used on cover pages, landing pages, advertisements, in events, and on social media and high-visibility channels. Core images have a distinctive teal coloring with the help of post-production.

Commercial

Technician in a lab referring to notes.

Commercial images are to be used in brochures, reports and presentations to display products and applications. Unlike core images, don't use the stylised teal effect, but the original brand styling.

Historical

Historical image of workers handling machines on a road.

Historical images reflect Atlas Copco Group's rich and vibrant past. These archival images will carry their original essence to communicate a sense of that era with its natural color scheme.

Logotypes and symbols

Group logotype in a teal box

Logotypes and symbols are an integral part of the brand identity. This library holds all crucial elements required by designers to elevate the brand communication with the right logotypes and symbols.

Illustrations

Man looking out with a telescope.

Illustrations 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.

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.

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:

  1. Our people*:
    • Our people and advanced technology
    • Our people in action
    • Confident employees
    • Passionate people
  2. The future of society
  3. Actual locations
  4. Anything else related to the Group
     

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

Examples of core images

Employee with VR goggles interacting with virtual controls.

Technological solutions

Workers conducting experiments in an Atlas Copco Group lab.

Research and development

Two colleagues smiling at each other in front of a laptop.

Passionate people

Core images sub-categories

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

An industrial pump showcasing advanced technology.

Technology and Innovation

Group of colleagues posing in front of wall.

People

Studio shots of two employees.

Portraits

Atlas Copco Group sign on a building

Places

A creative rendition of technology with a number of nodes and wires.

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.
Employees catching up for a healthy snack in the open air in front of the office.

Diversity

A man working with a laser tool

Storytelling

Employee smiling at the camera.

Composition

Employees reading some documents around a forklift in a factory.

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

Incorrect image of employee with grey tonality.
Incorrect image of employee with excessive teal tonality.
Incorrect image of employee with pink tonality.
Incorrect image of employee with brown tonality.
Correct image of employee with the right teal tonality

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

Two colleagues having coffee.
Group of colleagues posing in front of wall.
Woman in teal top smiling at the camera.
Two colleagues high fiving each other.

Dark backgrounds

Technician looking closely at something under a light.
Colleagues inspecting work at the desk.
Woman looking at reflection of code on a window.
Technician controlling a piece of equipment.

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.

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
Two colleagues inspecting notes in front of machine.
Technician in a research lab.
Technician inspecting a product.
Two colleagues walking along a factory floor.
Woman visiting a child in a hospital bed
A machine vision product in action.

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
Historical image of workers in a factory.
Historical image of product designers
Technician working on a bridge project.
Historical image of workers near a compressor.
Historical image of workers in a factory.
Historical image of a product.

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
Incorrect image with an overly pink tone.

Color tints

Incorrect image showing distortion.

Distortion

Incorrect image showing blurring.

Blurring

Incorrect image with the background out of focus.

Out-of-focus

Incorrect image with excessive fade.

Faded effect

Incorrect image with color gradient.

Color gradient

Incorrect excessively darkened image.

Darkened image

Incorrect image composed of multiple images.

Collage of multiple images