Image guidelines

Beyond the 60th parallel north, there is a small country with a small capital. It’s unique, it’s original, it has personality...

The story of the University of Helsinki can be told in an equally engaging way. Far away in the north, there is an extraordinary hub of innovation and intellectual thinking. It is one of the leading universities in the world. This story can be told from a genuine human perspective. It is a place where research and community mix to form a fascinating cocktail. There are flashes of real lived experience. Tell the story in a credible, realistic, documentary style. Express pride in Finland, and in Helsinki. Every image should represent something we can recognise – something that is true. It should reveal something of us as urban dwellers, as students, as members of the academic community, as Finns, as the people of Helsinki.

Image style and categories

The image environment of the University of Helsinki can be divided into four categories: topic images, science images, community images and brand images. Together, these images play a significant role in establishing the University’s vision of ”with the power of knowledge – for the world”. Every image shown by the University is content, meaning that it contains a story or an idea, or it documents a real-world fact. Generic and stereotypical images should be avoided.

Brand images

The creation of a brand image is always a special case. The design of the image requires a ­situation-specific brief created in cooperation with the University’s Communications and Community Relations Unit. This way, new images can support the University’s strategy of its target brand image in the best possible way. 

Style

The editing of the images should emphasise impact and drama. The technical quality requirements are especially high for brand images. As the brand images are often used in different channels and formats, they must be usable in both horizontal and vertical variants.

Use

Brand images are created for special occasions and are used to represent the entire University in general, or in the communications of a specific project. The brand images may only be used for their originally intended purpose.

Topic images

Topic images highlight the University of Helsinki’s teaching and research content and emphasise the University’s global impact. The many themes of the topic images connect to the University’s research and teaching, their impacts and motives. The high quality of the topic images reflects the high standard of the research and the University they represent.

Style

The style of the images is narrative: genuine, factual and spontaneous. Photobank images, or combinations of photobank images, can be used as topic images. The editing of the image should optimise the contrast and saturation.

Use

Topic images are used extensively in the University’s marketing and communications. The topic images play a key role in supporting the University’s communications strategy. The images may also be used to represent the University’s units, projects or campaigns.

Science images

Science images are images of research work or results which are generated in the course of academic research. Such images range from microscopy and 3D modelling to macro-level satellite images. 

Style

The scientific use of the images dictates their style. Images intended for external use, e.g., the media, should be accompanied by an explanation to avoid inaccurate interpretations.

Use

Science images are used in internal and external publications, presentations, notifications and on the websites.

Community images

Community images provide a face to the University of Helsinki. Community images document the everyday life and members of the University community, featuring students, teachers and researchers as well as staff in various situations ranging from daily work to celebration, in an authentic campus environment. The images highlight community.

Style

These images should feel genuine and even a little rough. They should be spontaneous snapshots. No studio photography should be used. Any photo manipulation should enhance the natural feel, with optimised contrast and colours.

Use

Extensive use on websites, in publications, internal and external media as well as marketing. When choosing community images for use, photos taken by the University of Helsinki and stored in the material bank should be prioritised.