Images

Our images should also tell a story and contribute strongly to the messages we want to convey. The image style, especially for covers, landing pages and other high-visibility channels, is defined to create emotion, engagement and to support our brand personality and values. To create an aligned and strong visual appearance, the images used in all Atlas Copco materials and channels need to have a consistent treatment. For the best possible appearance, we recommend professional photoshoots with professional finishes.

Visual treatments

We work with three visual treatments to create a consistent look of our images.

Warm color tones are used to create a feeling of sincerity, openness and approachability
A shallow depth of field is used when possible to create focus on a certain value or product
Backlight is used when possible to add drama to the image

Warm color tones are to be used on all images regardless of image category. This is the base of our image style. A shallow depth of field and backlight are used when possible and relevant for cover and concept images.

Image composition

We work with natural compositions for all our images to support a natural and honest feeling.

Use natural subjects that are depicted in a positive, active and friendly way as far as possible
Use natural environments and surroundings as much as possible and avoid unrealistic or artificial surroundings
Use a well-balanced mix of creative yet natural angles to create interesting photos

When using people remember to use diversity in all regards – gender, age, ethnicity, professional, and cultural.

Examples

Cover images can be downloaded from:

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