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1. What does the element do?

Images support the understanding of texts and loosen up text-heavy pages.

2. When should the element be used?

  • Images can be used to support textual communication (with visual communication).
  • Large (content-wide) images should be used sparingly.

3. Rules

  • The preparation of pictures and illustrations is regulated by the specifications of KOM (see links).
  • Use illustrations and infographics as SVG, ensure high enough resolution for all screen sizes for photographs.
  • Apart from the red SBB panel, pictures may not contain any overlays.
  • Only context-relevant images may be used (the image must match the content).
  • Combining different styles can positively influence the UX (photography for realities, illustrations for concepts)
  • Different image sizes can help to emphasize (prioritize) the importance of images.
  • Optionally, images can have a description text (caption).

4. Variants and states

The following styles are distinguished for images:

  • Photography.
  • Illustration.
  • Infographics.

Bei Bildern werden folgende Stile unterschieden:

  • Fotografie
  • Illustration
  • Infografik

4.1 Key Visual

  • Use only photographs (not illustrations).
  • Key visuals do not contain information.
  • Key visuals can be static images or videos. Animated GIFs are not possible.
    • Pictures and videos are always treated equally.
  • Key visuals never have captions or copyright information.
  • Key visuals have a fixed format for each end device, the image section adapts to the viewport.
  • Key visuals can be implemented as Mediasliders.
  • No description text is allowed.


Aspect Ratio



Retina-HD (iPhone 7)

Tablet 48:25 768x400 1536x800




4K 83:30 2656x960 2656x960
Mobile 166:133 320x266 640x532 960x798

4.2 Info picture

  • Infopictures can be static images, animated GIFs or videos.
    • Static images, animated GIFs and videos are always treated equally.
  • Infopictures can optionally have a caption and copyright information below the picture.
    • Recommended text length of the caption including copyright info should be 2 lines on desktop at max.
  • Infopictures must not use a panel.
  • Infopictures are never linked.
  • Infopictures always have the format 16:9.
  • Infopictures do not have a fullscreen view.

4.3 Lazyload

  • If there are many images on a page, then images are lazyloaded outside the viewport.

4.4 Inside of a teaser

  • Pictures are slightly zoomed on hover.

4.5 As background (e.g. map)

  • Scrolling down zooms in, scrolling up zooms out.
  • The image should cover the entire viewport of the content area.
  • Text and interaction elements (buttons) above the image are allowed.
  • Important: always comply with minimal contrasts → Images should contain dark colors so that text in white can be used as overlay.