Linköping University has a vision of being a university of international prominence. However this doesn’t simply happen. The university competes for students and staff with 22,000 other universities in the world – and new universities emerge every year. That is why it is running a number of projects to enhance its attractiveness. Ms Larsson's division is currently working to create Linköping University's new external website. In spring 2015, a new graphic design was launched as part of a larger effort to give the university a more distinctive internal and external face. It is actually about what people think and feel when they hear or think about Linköping University. The university's 4,000 staff and 27,000 students are all very important messengers for how it is perceived as a seat of learning and as a workplace.
Ms Larsson's aim is that the University will be open and prompt in all its communication; she sees this as a question of democracy. Showing off what it does and spreading the knowledge and results it achieves are among the university's most important tasks.