Capturing people is key to showcasing the human side of the Atlas Copco brand, emphasizing interaction, expertise, dedication, and approachability. Whether individuals or teams, photographs should convey authenticity, confidence, and a connection to how our people contribute to the brand experience.
To create an aligned and strong visual appearance, the images used in all Atlas Copco materials and channels need to have a consistent treatment where selection of motive, image size, sharpness, etc. are considered. For the best possible appearance, we recommend professional photoshoots with professional finishes.
View all images in the Atlas Copco photo and video gallery.
Image categories
01. Products
Capturing products is essential to demonstrating the quality, functionality, and innovation of the Atlas Copco brand. Whether through detailed close-ups, clean cutouts, or real-world applications, product photography should highlight technology, reliability, and the value they bring to customers. Each image should convey precision, attention to detail, and a connection to the brand experience.
Product standalone
Product application
Product macro
Software and digital interface
Product standalone
Product cutouts are studio images or 3D renders of our products with realistic shadows. Product images should be shot from different angles to allow flexibility of use.
- Setting: Use a clean, white, transparent, or neutral background with no distractions. Ensure lighting is even and shadow-free, except for creating realistic, subtle shadows under the product.
- Angles: Capture the product from multiple angles (front, top, side, and 45-degree perspective) to provide a comprehensive view. To achieve more dramatic and dynamic perspective, add low and high angle shots (frog and bird perspectives).
- Lighting: Use soft studio lighting to highlight the product's features and texture without causing glare.
- Details: Ensure the edges are sharp and the colors are true to life. Avoid reflections unless they enhance the product.
Product application
Depicts the use of our equipment in a customer environment.
- Setting: Choose a customer environment that reflects the practical use of the product. Ensure the setting is clean, organized, and well-lit.
- Composition: Highlight how the product integrates into the environment naturally. Show the product in action or in its functional role.
- Lighting: Use a combination of ambient and directional lighting to keep the setting realistic while focusing attention on the product.
- Focus: The product should remain the central point of interest in the image with supporting elements to provide context.
- Models: If including people, ensure they use the product in a way that looks natural and professional.
Product macro
Shows close-ups of core elements, interfaces, or other significant details of products to enhance quality and technology feeling.
- Focus: Use a macro lens to capture intricate details, such as textures, interfaces, or core elements of the product.
- Lighting: Employ directional lighting to emphasize details without overexposing. Use diffusers to minimize harsh shadows and reflections.
- Angles: Highlight features from unique perspectives to emphasize craftsmanship and technology.
- Background: Use minimalistic or plain backgrounds to draw attention entirely to the product detail.
Software and digital interface
Software and digital interface images highlight the digital aspect of our product offering. They showcase user interfaces, features, and the overall experience in a clean, modern, and engaging way. These images may feature physical devices or stand alone.
Layered UI compositions
Present software screens as layered or floating elements to create a sense of depth and interactivity. This abstract representation offers a stylized way to highlight key features of the software. Avoid unrealistic images where a whole “bluish” software world is coming out of the device. This looks unrealistic and becomes too far from reality to be believable or useful.
Device mock-ups with software
When creating digital images, use realistic mock-ups of laptops, tablets, or phones to display the software in context. These images should communicate accessibility, usability, and modern design, with the software integrated seamlessly into the device as shown below.
Instructions
- Use high-quality renders or photos of devices with clean, minimal backgrounds.
- Place the software UI prominently on the screen, ensuring it is readable and not distorted by perspective.
- Lighting should be soft and even, with subtle shadows to ground the device and add realism.
- Use high-resolution screenshots or UI components from the actual software.
- Arrange UI elements in a layered or isometric style with shadows or soft gradients to create visual separation.
- Ensure alignment, spacing, and scaling are consistent and aesthetically balanced.
- Incorporate subtle brand elements or textures in the background for cohesion.
- Keep text and interface details clear and legible, avoiding overcrowded visuals.
Angles and perspective
Choosing the correct perspective enhances the product’s visual appeal and should highlight key features.
- A 45-degree angle creates a natural, three-dimensional look that shows the product from different angles.
- A high or low-angle perspective adds an interesting and unique perspective to the product that provides a premium feeling.
Low angle 45-degree perspective
Background and transparency
The default choice for e-commerce product is to have the images on a white or neutral background, ensuring that the product stands out. No extra shadows or distractions should be added unless it provides realism.
Standalone product on image background
Standalone product on solid light background
Standalone product on solid dark background
Standalone product on solid background
02. People
People in action
Portrait
People in action
Shows individuals or teams actively engaged in tasks or using the brand's products. These photos highlight the dynamic and practical aspects of work, showcasing expertise, collaboration, and real-life scenarios.
- Setting: Choose authentic work environments or customer scenarios that reflect real-life usage of products or services. Keep the setting clean and well-organized.
- Action: Capture natural and candid movements. Focus on showcasing interactions, tools in use, or teamwork in progress.
- Lighting: Use soft, natural lighting, or controlled studio lighting to maintain a professional look without losing the natural feel.
- Composition: Frame the action with the product or task as the focal point, while keeping the people in sharp focus. Include enough context in the background to tell a story without clutter. Both close-ups and wide shots are needed. Ensure there is enough space around people in the photo to allow for flexible cropping without losing key elements.
- Focus: Ensure sharp focus on the subject(s), with sharp or blurred background depending on the scene.
Portrait
Portraits of individuals or teams are needed for use in a variety of contexts and channels. These images help to establish a personal connection with the audience, showcase the people behind the brand, and highlight professionalism in a relatable way.
- Setting: Use clean, professional backdrops, or subtle environments relevant to the role (office, factory, lab, field, or studio).
- Focus: Ensure sharp focus on the subject(s), with a blurred or minimal background.
- Post-Processing: Retouch lightly for a polished look. Enhance skin tones, adjust lighting, and maintain a natural appearance.
03. Industry and society
Industry and society images illustrate the brand’s value creation on a bigger scale. These photographs capture cutting-edge industries and thriving communities, emphasizing technology, progress, responsibility, sustainability, and how the brand enables the world to function smoothly.
Industries and society images preferably done in-house but often need to be sourced or purchased from stock image libraries.
- Setting: Showcase clean, organized, modern cities and indoor or outdoor industrial environments. Avoid outdated, cluttered, or deteriorating settings. Highlight advanced technology, ergonomics, structured workflows, and sustainability.
04. Nature and environment
Nature and environmental images emphasize the brand’s commitment to the preservation of the planet. These photographs should highlight the beauty and resilience of natural ecosystems. Whether capturing sweeping landscapes or intricate details, the images should emphasize the importance of conservation and responsible interaction with the natural world.
Note: Avoid nature and environmental images for greenwashing purposes. This needs to be assessed case-by-case depending on context.
General environment
Macro nature
General environment
General nature images preferably done in-house but often need to be sourced or purchased from stock image libraries. They capture the vast beauty and vitality of natural ecosystems, reflecting the brand's commitment to preserving the environment. These images showcase thriving landscapes that symbolize sustainability and the importance of protecting our planet.
- Setting: Capture pristine and thriving natural landscapes such as forests, lakes, mountains, or coastal areas. Avoid scenes that appear damaged, polluted, or degraded, ensuring the imagery aligns with the brand’s commitment to preservation.
- Lighting: Use natural light to highlight the vibrancy of the environment. Golden hour (early morning or late afternoon) works well for a dynamic, energetic tone, while mid-day lighting emphasizes clarity and realism.
- Post-Processing: Enhance natural colors, textures, and clarity subtly. Avoid over-saturation or unnatural edits, keeping the image realistic while highlighting its vitality.
Macro nature
Macro environmental images preferably done in-house but often need to be sourced or purchased from stock image libraries or even generated with AI. They focus on the intricate details of nature, highlighting the complexity and resilience of the natural world. These close-ups emphasize the brand's dedication to preserving even the smallest elements of our ecosystems.
- Focus: Use a macro lens to showcase the intricate details of natural elements, such as the texture of a leaf, the veins of a flower, patterns in sand, or the reflection in a dew drop. These details should underline the beauty and resilience of the natural world.
- Lighting: Use diffused natural or soft artificial lighting to bring out fine details without harsh shadows. Highlight natural textures and patterns that demonstrate the complexity of ecosystems.
- Post-Processing: Refine details, textures, and contrasts to highlight natural intricacies. Keep colors true to life and aligned with the brand’s authentic and sustainable values.
05. AI-generated
AI-generated images serve as versatile design elements to enhance visual appeal and brand consistency. These images are typically used as texture-like backgrounds, abstract designs, or graphical elements that complement other content. They provide a modern and innovative aesthetic, reinforcing the brand's focus on innovation and technology.
- Style and theme: Ensure the generated visuals align with the brand’s aesthetic, focusing on textures like metal, abstract patterns, or other thematic elements relevant to the product or service. Avoid overly complex patterns that could detract from the focus on key content.
- Consistency: Maintain a cohesive color palette and visual style that complements existing brand imagery. Abstract patterns should feel harmonious when paired with other types of images.
- Use case: Design images with flexibility in mind, allowing them to be used as overlays, website backgrounds, or supporting visuals in presentations and marketing materials.
- Detail and resolution: Generate high-resolution images to ensure clarity and quality across various applications, including digital and print.
- Editing: Enhance or refine generated images as needed to ensure alignment with brand guidelines.