Imagery: Boldly Authentic
The visual identity highlights the authentic spirit of the university community. Images emphasize an urban and modern environment, honest moments, and youthful energy—without unnecessary polish. The concept focuses on relatability, experimentation, and everyday reality, showcasing the lives of students and researchers in a genuine and bold way.
The imagery concept speaks to current and prospective students, the research community, and a wider audience—telling an honest story of Metropolia as a place where people are encouraged to be themselves, take bold initiatives, and create innovative solutions.
Introduction
The visual imagery is two-tiered, encompassing criteria for both brand and tactical images. The imagery is authentic and immediate, relatable in its genuineness. It does not aim to beautify but instead shows reality as it is.
Flash and artificial lighting are used, compositions are spontaneous and unexpected—no stiff poses, only real moments.
1. Brand Images
A) Student Recruitment
B) RDI, Business, and Working Life
2. Tactical Images
C) Expert Branding
D) Campuses & Facilities
Brand Images
Brand images feature relatable people in context. These images are used in marketing and communications.
Relatable and striking portraits of real students. People of diverse backgrounds and ages are featured. Pride, unapologetic attitude, unexpected angles, and spontaneous composition set these images apart from conventional visuals.
Flash is used, with a cool colour palette; grain and slight blur are acceptable. Minimal retouching and styling. There is a loose reference to context and field of study—but never overly explicit.
The focus is on a collaborative ecosystem: images feature multiple people in their working environment. They communicate collaboration opportunities with Metropolia to business decision-makers.
Stylistically, the approach is the same as in student recruitment images: unexpected composition, flash and artificial lighting, capturing fleeting moments rather than posed shots. The images stand out clearly from conventional professional photography.
Image in Movement
Image in Movement includes both video and animation.
Video is characterized by handheld shooting and being actively present in the scene. Visually, video aligns with the style of the brand photography.
Animation uses animated typography and a visual element that scales rhythmically. Within the visual element, video or brand images can be displayed, and they may also include subtle movement.
Questions About Imagery?
Contact Metropolia Communications at: marketing [at] metropolia.fi (marketing[at]metropolia[dot]fi)
