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Visual vocabulary


Visual vocabulary for photographs and moving media

Images are a fundamental part of LiU’s communication – used to convey feelings. The images we use contribute to a high degree to how we are perceived. This is why it is important that these images accurately represent us.

With the aim of creating a more distinct identity for Linköping University, the university has created its own visual vocabulary. With a consistent visual vocabulary, we strengthen our visual identity.

We want the images we use to portray a sense of presence and participation, to generate interest and curiosity. We also want to present various aspects of LiU that people often overlook. We can do this by portraying transformational moments and unforeseen occurrences.

The visual vocabulary does not mean that photographs should have a particular style. It does not mean that they should all have the same filter or be cropped a certain way. It is more about increasing awareness of images and their message. What do we want to show? Which messages do we want to convey? Which feelings do we want to evoke? We have, of course, full liberty to crop and filter if we want to, but such operations must always be the result of a conscious choice.

A visual vocabulary has also been developed for moving media. The same principles as those for photographs are applied, but some additional factors must be considered. 

The document Riktlinjer för Linköpings universitets filmspråk contains a more detailed description, and everyone who creates moving media for Linköping University should read it.

Questions? Contact us

Communications and Marketing Division



Picture Desk

LiU’s Picture Desk maintains and develops LiU’s visual vocabulary in different channels. It belongs to the Communications and Marketing Division and consists of people who work with images in various ways.

Anna Nilsen

Charlotte Perhammar

Fredrik Ivarsson

Gunilla Pravitz

Jenny Widén

Oskar Lindqvist

Peter Modin

Thor Balkhed

Page manager: peter.modin@liu.se
Last updated: 2020-02-17