graphic standards


Updated: 11 April 2017

How Sida speaks with pictures

The pictures we use play an important role in conveying a credible image of our organisation.

We therefore have an image strategy with four types of picture. This provides guidelines for how to take photographs which illustrate accounts of aid and the people affected by Sida's operations.

There is, of course, a need for other types of picture, but the pictures we choose shall, in as far as is possible, correspond to one of these types.

Overview – 'The Big Picture'

These pictures do not need to include people – they serve to establish an environment or to highlight issues related to the project, such as drought, sustainable development, education or poverty. The style of this type of picture should be simple and graphical, without containing too much detail.


These pictures depict people in positive situations. They focus on the positive results of the aid programmes around the world where people have been helped to help themselves. Here, it is important to show different forms of activity.


Close-ups that give the viewer a feeling of being close to an event or an object, and that give the narrator the chance to highlight a particular aspect of an article or report.


The hero pictures shall create a relationship with the viewer. These are pictures of people which, using eye-contact and self-confidence, are aimed at us and create a sense of closeness. Pictures that symbolise every person's own power and desire for development.

We want to raise the profile of the people that we meet and try hard to always mention them by name. In reports, the person being interviewed must always give their consent to their picture being used.

Pictures that are used on are stored in an image bank which is administered by the Communications department. Contact if you would like some help in searching for pictures.

We want to encourage the simple sharing of pictures from your travels. They can be saved directly in a specific place in the image bank instead of being emailed or uploaded to different file-sharing services. You will first need a login which can be obtained by contacting

Page owner: Communication Unit

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