Brand images

Images spread messages and convey emotions very effectively. Using a common visual language strengthens Jönköping University's image and mission to bridge knowledge and society.

JU:s image concept

Authenticity
Innovation
Diversity
Community
Activity

People are depicted in an authentic way – in real events and situations. Creative and innovative contexts showcase innovative people.

The environment where students and staff interact and work is intercultural and characterised by diversity and community. Jönköping University is constantly alive with activity in and around all parts of the campus.

Image categories

Image/profile

Images in this category are used to promote Jönköping University. The images convey more attitude and use exciting solutions to create interest and stand out. JU's purple profile colour is worked into the images with the help of profile products, backgrounds and other details. Different lighting can be used to bring out the unexpected and interesting aspects of the image.

Operations

Operational images are used to showcase Jönköping University’s activities: research, education and collaboration. People from different backgrounds should be seen in credible environments in natural light to create authenticity in the images. The perspective should be observational; the viewer should feel involved. The feeling that the images should convey is: “I could have been there.” Use unexpected angles with simple and clean compositions to show the constant movement at JU.

Portraits

The portraits should present people authentically. This is done by photographing and filming the person in their natural environment. The person's character should be emphasised in an unaffected way by making them look relaxed and confident. Strive for the person to be perceived as genuine and friendly.

Environments

The images should present places, nature and environments on campus and in Jönköping and the surrounding area. The viewer should get a positive and welcoming image of the physical place. To give life and a sense of movement, the images should preferably include people.