Image treatment

Images, moving or still, are at the core of SVT’s identity. We use them to convey knowledge, insights and emotions. Sometimes we use them in magically imaginative ways, other times to portray actual events as accurately as possible. Our images tell stories.


Most of the time, we don't want to impose any limitations on our images. For instance, we would never alter a news image so that its meaning becomes less clear. Sometimes, though, we need to give the image a distinct SVT feel. Perhaps to claim ownership of it, or to signify that the image represents something other than itself, such as a category or a genre. We can do this by applying a pattern based on the slash from our logotype. Depending on the situation, there are three levels of application:

1. None

bild If the image already clearly says SVT, maybe no further treatment is necessary? Sometimes less is more.

2. Facets

facett For when the image content is important but the SVT identity needs to be highlighted. Facets can be applied to the whole image or a part of it. Leaving a part of the image untreated can direct the viewers’ attention to that part.

Typically the facet effect is achieved by combining two instances of the same image, slightly different in scale and position.

3. Mosaic

mosaik By being reduced to a mosaic, a photographic image becomes an abstract pattern with a clear SVT identity. These images are used as corporate identity elements, as backgrounds where a solid color is too quiet and a photographic image draws too much attention.

The idea is that while still being abstract, the image should carry a feel of photographic imagery.

The pattern

princip The pattern is based on three different sizes of our slash, that can be combined in any number of ways. By zooming in or out, the image can be anything from divided in two, to broken up in a thousand pieces.

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