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Visual identity

Images

Images help convey SDU's identity and atmosphere. The right image can make the message clearer and more vivid. On this page, you can read how to choose and use images that match SDU's visual expression.

Principles for images

  • Enhance one eye-catching subject rather than a cluttered image.

    A single image on a coloured surface is good for both web and social media.

    Image of a stuffed bird 

     

  • No overlay, leave the image clean. Overlay rarely adds extra quality to the image, it's just noise to the eye.

    Image of a man pouring nitrogen into a flask 

  • Please use our own images.

    They can be taken on an iPhone or downloaded from SDU's image archive, SkyFish. SkyFish contains 180 fire pictures as well as many other great pictures from Annual University Celebrations, Festival of Research and the inauguration of SDU buildings.

    Image of an inflatable alien and a picture of Jesus side by side

    View and download images

  • Avoid clichés. It's hard to illustrate concepts without ending up with generic images that everyone uses. However, try to steer clear of the most commonly used images in SDU's image database.

    Use one of our many icons instead or consider whether the image is really necessary.

    Examples of clichés in stock photos you should avoid using

  • Avoid overstating a point with extras and photoshopped accessories. An image doesn't have to mimic the point of the text, just arouse curiosity with related content.

    Stock photos, bought or free, are necessary in everyday life. Look for unpolished, authentic subjects if available. That is, more of a snapshot look than a posed studio shot.

    Examples of gimmick images

  • Avoid dark, overloaded motifs. Instead, go for the simple, readable motif.

    Examples of images with overloaded motifs

Consent form

If you intend to take photographs or record video, this may in certain situations require consent from the individuals involved. A consent form ensures that participants are informed about how the recordings may be used.

Skyfish

SDU has a good and extensive image library in Skyfish, with images from both faculties and campus cities.

You can use the images freely.

Image sizes

To ensure good quality and proper display of images, it is important to use the correct image sizes for the medium on which they are shown.

AI and images

  • Rights issues often revolve around copyrights to the original works and texts that the algorithm uses to produce a new product using prompts.

    Issues of plagiarism and/or copyright infringement of original works problematise responsibilities at the institutional and employee level. It is therefore important to stay informed in this area and follow SDU's general AI instructions.

    SDU's management has appointed an AI HUB, which will work with various AI issues from 2025 onwards.

  • Can AI-generated images/products be art when the result is created partly through the original efforts of others and partly through the use of technology that humans cannot recognise (black-box technology)?

    AI-generated outputs that appear unique as a result of conscious intention, conceptual work, purposeful creative choices and complex prompts can be original works. The human intention and purposeful use of the technology must be evident, so machine-generating a random image is not enough.

    Therefore, keep an eye on whether an AI output is protected by copyright law.

  • It is not legal to manipulate an image of an actual event with actual people and then use the manipulated image to illustrate a different context.

    It is also not legal to manipulate or remove an actual person's identity features and then use the image in a context that they have either not been in or have not consented to.

Guidelines

Consent and GDPR

It's important to check if consent is required or if there are special GDPR rules when using an image.

Read about data protection and information security

Crediting and copyright

It is your own responsibility that material sent to the Graphic Centre complies with CopyDan's guidelines for copying.

Read CopyDan's guidelines here.


Web accessibility and images

Images can cause accessibility issues if not used correctly. Therefore, follow the guidelines to ensure that your images are accessible to all users.

Learn to secure web accessibility in images.



Do you have any questions?

Feel free to reach out if you have any questions about design. We will be happy to help you.

Write to grafiskcenter@sdu.dk.

Genveje